SémioLogika #1: The goddesses are back!

Restoring meaning to images

Now more than ever, it is essential to analyse and restore meaning to the images that surround us, particularly in light of the mistrust generated by the widespread use of generative AI in the production of visuals in the communications, advertising and entertainment sectors.

Faced with the ‘junk com’ of prompts that swear by saving time and money, at the risk of mass-producing disposable images, let’s put imagination and the power of symbols back at the heart of the debate.

This is the challenge taken up by Léah Thomas-Bion, semiologist of the imagination with Callianthus, and Jérémie Fesson, co-founder of the Graphéine agency and brand identity designer, with the Sémiologika conference series.

The SémioLogika conference cycle

The SémioLogika project aims to provide objective and subjective keys to understanding the aesthetic and emotional appeal of advertising visuals and communications.

The first meeting was held on 13 November, and the subject of analysis was the advert for Burberry’s ‘Goddess’ perfume. The story, the muse, the perfume, the outfit, the setting… All these elements were interpreted through the prism of mythology and popular culture.

Many thanks to everyone who took part in this first conference!

To watch the conference again, click here ↓