Semiotics Theory The more we know, the more we see - A. Huxley Wendy Goehner PCM 320 S tudy of the meaning of signs Semiosis: the everyday process of interpreting and using signs What is a sign? Anything that represents something to someone Signs involve relationship between sign, object, viewer

S tudy of the meaning of signs

Semiosis: the everyday process of interpreting and using signs

What is a sign? Anything that represents something to someone

Signs involve relationship between sign, object, viewer

Types, Images & Codes Types of Signs: Iconic Indexical Symbolic Images are collections of signs Codes are chains of associations

Types of Signs:

Iconic

Indexical

Symbolic

Images are collections of signs

Codes are chains of associations

Scope of Semiotics Theory The study of signs is a popular area of study and has been widely applied The theory differentiates and integrates two dominant traditions of cultural scholarship: descriptive popular cultural research and theory-based work

Applying Semiotics to the Portrayal of Women in Print Advertising I can see the importance of symbolism in the acts of visual perception and communication I gain insights from looking at signs I will use the tools of semiotics: scrutinizing signs, symbols, meanings, and codes to analyze and come to conclusions