Objectives & Learning Outcomes


Develop a 13 days intensive programme for European students and explore the role of Semiotic theories in Advertising Communication. The Faculty of Applied and Fine Arts has a wealth of teaching and expertise within the field of semiotics and visual culture and therefore it is the fit and right choice for the coordination and host of STAP.
Make students aware of the different semiotic theories, schools and perspectives in approaching, analyzing and understanding Advertising communication.
Identify the importance of Semiotics in the construction of commercial and social Advertising.
Introduce students to the ways in which commercial and social advertising is formed, analysed and understood in the context of contemporary culture.
Enable students to understand the multidisciplinary nature of Semiotic Studies in Visual Communication and Advertising for persuasion.

Bring together academics, students and researchers to share scientific, historic and artistic interdisciplinary knowledge in the context of Semiotics and Advertising.
Place Cyprus on the map of Semiotic Studies and Research, not just in the European region but also in the international Semiotic community as a crossroad between Europe and middle-east.
Equip students with additional, specialized knowledge in the field of Semiotics and Advertising to be used not just in the academic context but also within professional practice in the industry.
Facilitate a strong international learning experience for future students
Enrich participants' learning and competencies, and expose students and staff to wider perspectives and extend international knowledge and awareness
Share good practices among partners and research methodology and enable engagement with local culture in the host country as well as demonstrate the ability to work in a multi-disciplinary team context.

Learning Oucomes

After completion of the intensive program students are expected to be able to:

  • Approach Advertising Communication not just as a persuasive and 'selling an idea' tool but also as a form of communication that is rooted in cultural and sociological construction, reflecting and at the same time influencing social values and visual culture.
  • Realize and apply Semiotic thinking from different academic disciplines and perspectives like Graphic Communication, Marketing, Visual-Textual Translation, Sociology, Philosophy and Cultural Studies.
  • Extract analytical tools from the theoretical, epistemological, and methodological frameworks of present-day semiotics, in order to effectively apply them to the interpretation of texts that, through various forms of expressive manifestation, circulate in global culture; critically reconsider traditional semiotic concepts such as "coding", "decoding", "interpretation", "encyclopedia", in relation to the new conditions of digital knowledge.
  • Assess the role of images in the current forms of economic, political, and cultural propaganda.
  • Investigate the new opportunities opened to communication as a consequence of enhanced digital convergence between visual media and texts.