This document provides an introduction to semiotics, which is the study of signs and their meanings. It explains that a sign consists of a signifier, which is the form the sign takes, and the signified, which is the concept it represents. An example given is that a stop sign's physical shape is the signifier and the concept of stopping is the signified. The document also notes that signifiers can have multiple signifieds and that the relationship between signifiers and signifieds is arbitrary. It outlines the three steps of semiotic analysis as analyzing verbal signs, visual signs, and the symbolic message. Finally, it provides an example of a semiotic analysis of an advertisement.

1. Semiotics for beginners
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2. Values: inside-out/ outside-in
S x R
Values of Values of
Sender Receiver
Express Link to own values: like/ dislike
Values of
Brand/ product/ service EFFECT
Analyze what is expressed: semiotics
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3. Influence of values on effect
Values
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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.
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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”.
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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
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7. Semiotics
However, signfiers can have multiple signifieds. Take the color
red for example:
APPLE
FIRE RED Love
Blood
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9. De Saussure:
relation between physical
form of a sign and its
meaning
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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
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11. Semiotic analysis
Three steps (Geursen 1997 p102-103)
1.Analyze verbal signs What you see
2.Analyze visual signs
Interpretation
3.Analyze symbolic message
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12. Exercise: Semiotics for
beginners
• 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.
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13. 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.
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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.
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