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Models of Strategic Communication

Code 14435
Year 1
Semester S2
ECTS Credits 6
Workload OT(15H)/TP(45H)
Scientific area Communication Sciences
Entry requirements No requiremnts
Mode of delivery Face-to-face
Work placements n.a
Learning outcomes This course unit introduces the main key concepts, theories and authors in discourse analysis and strategic communication, using real-world applied case studies. The main objectives are: to equip students with tools that enable them to study and strategically evaluate the discourses underlying various types of strategic messages: advertising, religious and electoral propaganda, and public relations."

Syllabus 1. Introduction: Greimas and Textual Semiotics
2. The Algirdas Grimas´ Semiotic Project and its Application to Strategic Texts
a) Semio-Narrative Structures: Fundamental syntax and semantics; Narrative syntax and semantics
b) Discursive Structures: Discursive syntax and semantics
3. Case Study Analyses
Main Bibliography BARROS, D. P. L. (2004). – “Publicidade e Figurativização”, em Alfa. 47 (2), p.p. 11-31 FLOCH, Jean Marie – “J’aime, j’aime, j’aime…”, in: Sémiotique, Marketing et communication. Sous les signes, les stratégies. Paris, Puf, 1990;
CAMILO, Eduardo J. M. - The «forever young» canon. Figurações publicitárias da feminilidade / The "forever young" canon. Figurations of the advertising of femininity, in: Revista de Comunicación da SEECI nº 129 Número 39 - Marzo 2016 - Año XX;
CAMILO, Eduardo – “Contribuições para uma abordagem semiótica à publicidade de choque”, in: Historia y Comunicación Social. Madrid, Departamento de Historia de la Comunicación Social de la Facultad de Ciencias de la Información (UCM), 2013, Vol.18.01;
FLOCH, Jean Marie – “Tués dans l’oeuf” in: Sémiotique, Marketing et communication. Sous les signes, les stratégies. Paris, Puf, 1990;
FLOCH, Jean Marie – “La maison d’Epicure. Les désirs naturels et non necessaires d’Habita”, in: Identités visuelles. Paris, Puf, 1995;
Language Portuguese. Tutorial support is available in English.
Last updated on: 2026-03-03

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