Semiotics is the study of signs and how they convey meaning. Signs can include anything used to represent something else, such as words, images, sounds, gestures, and objects. According to the document, we are constantly interpreting signs from other people and sending signs about ourselves. However, signs can sometimes be ambiguous or misleading. The document provides examples of how signs like facial expressions, clothing, and advertisements can be analyzed using concepts from semiotics. It also discusses how the metaphor of love being like a game implies meanings such as games having winners and losers, rules, deception, and not being serious.

1. Revelations from the Secret Agent Applied Semiotic Analysis Arthur Asa Berger Professor Emeritus San Francisco State University

14. Semiotics: Science of Signs Signs: Signifiers and Signifieds, icons, indexes, symbols. Signs: Anything that can stand for something else. Signs: Can lie or mislead. We are always sending messages (signs) about ourselves and interpreting signs others send about themselves. We “read” everyone we see in mediated texts…but do we read them correctly?

24. Interpreting Signs: A Class Exercise in a Semiotics Seminar Students brought object in brown paper bag. Nobody knew who brought which object. Qualities of person as reflected in sea shell found by students in seminar: Sterile Empty Dead Lifeless

25. What Student Who Submitted Sign Wrote: Delicate, Beautiful, Natural, Lovely. MORAL: Signs you are sending about yourself may be misinterpreted. Interpreting Signs

28. Power of Metaphors in Music “ All in the wonderful game called love...” Love is a Game Metaphor Love is Like a Game Simile Analogy is basic to metaphor, similes

30. Love is a Game…. Games have winners and losers Games have rules People cheat at games Trickery and deceit in games Games end eventually People aren’t serious about games Games take place in certain spaces

50. Reading People = Interpreting Their Signs Hats Facial Ornamentation Hair Style Facial Hair (Beards, etc.) Hair Color Makeup Hair Decorations Eyes (pupils) Facial Expressions Teeth We always “read” people in films, television programs, advertisements, plays, and everyday life.

59. Summary on Reading People Signs can be used to lie (Umberto Eco) Meaning of signs can change Can’t always tell what a sign means (ambiguity) Every aspect of image can be analyzed We’re always reading the messages people send about themselves and sending messages that other people read about us.

66. Love is a Game…. Games have winners and losers Games have rules People cheat at games Trickery and deceit in games Games end eventually People aren’t serious about games Games take place in certain spaces

69. Reading People (Continued) Body Language Language Used/Dialogue Body Decoration Accent Clothing Worn Tone of Voice Shoes Space Occupied Props Body Language