315CR. SEMIOTICS. Semiotics is the study of signs. A sign is something that stands for something other than itself. What is semiotics about?. SEMIOTICS IS “concerned with everything that can be taken as a sign ” (Umberto Eco 1976). WHICH
Semiotics is the study of signs. A sign is something that stands for something other than itself.
What is semiotics about?
“concerned with everything that can be taken as a sign” (Umberto Eco 1976)
CANTAKE THE FORM of words, images, sounds, gestures and objects
the discipline that studies the capacity of humans to make, disseminate, and understand these signs
involves the study not only of what we refer to as 'signs' in everyday speech, but also of anything that 'stands for' something else…
An open sign hanging in the window of a business.
A word such as, “Tree”
or a picture:
Or a drawing:
Ferdinand de Saussure 1857-1913
Saussure believed that signs do not represent reality but construct it.
Connotation /Denotation /Myth
Denotation: Refers to the commonsense meaning of a sign. A photograph of a dog denotes a dog.
Connotation: Describes the interaction that occurs between the subjective user and their culture. The photograph of the dog is taken in a way to appear sad.
Myth: It is the dominate ideology of our time. It is when connotations become “naturalized”.
a photograph of the movie star
Connotative level: associations with glamour, sexuality, beauty or depression or drug-taking and untimely death
Myth: the dream factory can produces glamour, but also can crush it
A message is encoded with one meaning but may be decoded as another.
This draws from Gramsci’s theory of Hegemony.
The reading of a text may be read (decoded) in three different ways: dominant, negotiated, and oppositional.
What does this mean for your ‘Adverts’?
You need to be aware that what you design/storyboard creates meaning in the minds of your audience.
Are you manipulating the correct connotational and mythical understandings?
How will your audience ‘read’ your advert?