Semiotics
In this lesson… <ul><li>Revise some simple semiotic terms </li></ul><ul><li>Apply these terms and theory to our own produc...
Negotiation <ul><li>Active negotiation between producer, reader and text </li></ul><ul><li>Meaning is not fixed when encod...
 
Anchorage <ul><li>Written text that anchors the preferred reading of an image </li></ul><ul><li>Often ideological  </li></...
<ul><li>Media texts are  encoded  by producers </li></ul><ul><li>Audience  decodes </li></ul><ul><li>Audiences are  genera...
<ul><li>Looking at how communication is the product of shared meanings </li></ul><ul><li>Messages, texts, images etc… all ...
Denotation <ul><li>Denotation is the part of the sign which is immediately recognisable  </li></ul><ul><li>Has direct rela...
Connotation <ul><li>Connotation includes associations which producer & audience bring to the sign </li></ul><ul><li>Links ...
<ul><li>Preferred reading =  that which the producer meant i.e. they successfully encoded and consumer decoded </li></ul><...
 
 
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ND Year one - Pt 2 advertising semiotics intro

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ND Year one - Pt 2 advertising semiotics intro

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

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