Semiotics for beginners
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  • Looks at how messages are organized structurally and how this affects meaning It is the study of signs Not only about spoken and written language, but also about non verbal communication In most Western cultures a brother is a man with the same father and/ or mother as you have. Some people (like Snoop Dogg) say brother to people they trust. Priests call each other brother. SO same word, different concepts. xxxxxxxxxxxxxxx 08/16/12 xxxxxxxxxxxxx
  • On this sign they made a very obvious link between the sign and the thing in reality. So the signification is obvious. It would of course have been easier to use the word banana.
  • xxxxxxxxxxxxxxx 08/16/12 xxxxxxxxxxxxx
  • xxxxxxxxxxxxxxx 08/16/12 xxxxxxxxxxxxx

Semiotics for beginners Presentation Transcript

  • 1. Semiotics for beginners CommunicationKnowledgeCenter@Outlook.com
  • 2. Values: inside-out/ outside-in S x RValues of Values ofSender ReceiverExpress Link to own values: like/ dislikeValues ofBrand/ product/ service EFFECTAnalyze what is expressed: semiotics CommunicationKnowledgeCenter 2
  • 3. Influence of values on effect Values CommunicationKnowledgeCenter
  • 4. Message -[x]->and semiotics• Messages in media are verbal & visual. – Meaning of visual messages can be analyzed by semiotics. – Meaning of verbal messages can be analyzed by text analysis. CommunicationKnowledgeCenter 4
  • 5. Semiotics Basically, semiotics is the study of signs and their meanings! Signs include words, gestures, images, sounds, and objects. According to Ferdinand de Saussure, a founder of modern semiotics, sign consists of two parts: the signifier (the form which the sign takes) and the signified (the concept represents). The word “brother”. The concept “brother”. CommunicationKnowledgeCenter 5
  • 6. Semiotics For example, an everyday example is a stop sign. In this example, the physical sign is the signifier. The concept of stopping is the signified. =the signifier STOP!!! =the signified CommunicationKnowledgeCenter 6
  • 7. Semiotics However, signfiers can have multiple signifieds. Take the color red for example: APPLEFIRE RED Love Blood CommunicationKnowledgeCenter 7
  • 8. CommunicationKnowledgeCenter 8
  • 9. De Saussure:relation between physicalform of a sign and itsmeaning 9 CommunicationKnowledgeCenter
  • 10. Signs are arbitrary• A sign must have a signifier and a signified• Sometimes we use the same signifier for different signifieds (so one word for different concepts)• It is just a random agreement we made and you can always question this agreement CommunicationKnowledgeCenter 10
  • 11. Semiotic analysisThree steps (Geursen 1997 p102-103)1.Analyze verbal signs What you see2.Analyze visual signs Interpretation3.Analyze symbolic message CommunicationKnowledgeCenter 11
  • 12. Exercise: Semiotics forbeginners • Find your own values by doing the test on: http://webspace.ship.edu/cgboer/valuestest.html • Make a semiotic analysis of an advertisement – according to Geursen. • Conclude from this semiotic analysis what is expressed in the advertisement: what does this advertisement mean? • Link these meanings to your own values. • Explain why you like/ not like this advertisement, based on the link between your values and the meaning of the advertisement. CommunicationKnowledgeCenter 12
  • 13. EXAMPLE:Semiotic analysis ofad “Fight Cancer”Signifiers (What yousee):1.Text “Fight Cancer”.2.Strong black-whitecontrast.3.Picture style as intotalitarian propaganda.4.Woman because oflong hair, feminine face.5.Woman looks to theleft.6.Holds sword.7.Snakes attached tosword. CommunicationKnowledgeCenter 13
  • 14. EXAMPLE: Semiotic analysis of ad “Fight Cancer” Signifiers (What you see): 1.Text “Fight Cancer”. 2.Strong black-white contrast. 3.Picture style as in totalitarian propaganda. 4.Woman because of long hair, feminine face. 5.Woman looks to the left. 6.Holds sword. 7.Snakes attached to sword.Signified (Interpretation):• “Fight” seems to express masculine values (men are from Mars ♂).• Masculinity also is expressed in the totalitarian style.• Sword underlines fight & masculinity.• Looking to the left is looking against reading direction; stresses fight against.• Black-white contrast seems to stress good-bad duality.• Picture of woman because this is an ad for women so, women can identify.• Snakes express symbol for medical profession. CommunicationKnowledgeCenter 14