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ND Year one - Pt 2 advertising semiotics intro
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ND Year one - Pt 2 advertising semiotics intro



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  • 1. Semiotics
  • 2. In this lesson…
    • Revise some simple semiotic terms
    • Apply these terms and theory to our own products and/or others
    • Be aware of what we need to do to get a good grade on this unit (5.4)
  • 3. Negotiation
    • Active negotiation between producer, reader and text
    • Meaning is not fixed when encoded but depends on context of decoding
    • What are the most important signs in this image? What is your reading of it?
  • 4.  
  • 5. Anchorage
    • Written text that anchors the preferred reading of an image
    • Often ideological
    • This image might have been advertising make-up or holidays etc. Anchorage fixes the signifiers (girl, chair, sky, photo)
    “ Warmer, drier summer on the way” Guardian 2008
  • 6.
    • Media texts are encoded by producers
    • Audience decodes
    • Audiences are generally thought of as active
    • Many different readings (polysemic)
    • Codes = meaning system consisting of signs – signs are things which potential to generate meaning
  • 7.
    • Looking at how communication is the product of shared meanings
    • Messages, texts, images etc… all interact within social and cultural space
    • Meaning often hidden/encoded within text
  • 8. Denotation
    • Denotation is the part of the sign which is immediately recognisable
    • Has direct relationship to the real world
    • Is what we see
  • 9. Connotation
    • Connotation includes associations which producer & audience bring to the sign
    • Links to other concepts, memories, ideas
    • Different cultures have different meanings
  • 10.
    • Preferred reading = that which the producer meant i.e. they successfully encoded and consumer decoded
    • Negotiated reading = encoder and decoder agree on some elements of the text
    • Aberrant reading = If audiences are active and connotations are cultural and personal then sometimes we can incorrectly decode texts
  • 11.  
  • 12.