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Semiotics 101.ppt

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An introduction to semiotics.

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Semiotics 101.ppt

  1. 1. 1. Reading Code(RC) 2. Examples 3. Your turn
  2. 2. 1. Reading Code(RC) 2. Examples 3. Your turn
  3. 3. Semiotics = Science of Meaning semiotic-analysis™ – see 4
  4. 4. 1. Semiotics = Culture Code = Meaning Business
  5. 5. What? Olny srmat poelpe can raed tihs. cdnuolt blveiee taht I cluod aulaclty uesdnatnrd waht I was rdanieg. The phaonmneal pweor of the hmuan mnid, aoccdrnig to a rscheearch at Cmabrigde Uinervtisy, it deosn't mttaer in waht oredr the ltteers in a wrod are, the olny iprmoatnt tihng is taht the frist and lsat ltteer be in the rghit pclae. The rset can be a taotl mses and you can sitll raed it wouthit a porbelm. Tihs is bcuseae the huamn mnid deos not raed ervey lteter by istlef, but the wrod as a wlohe. Amzanig huh? Yaeh and I awlyas tghuhot slpeling was ipmorantt! Those whacky kids at Cambridge, what will they come up with next?? 1.CC - Code is unconscious but we read it (80% unconscious)
  6. 6. What? Olny srmat poelpe can raed tihs. cdnuolt blveiee taht I cluod aulaclty uesdnatnrd waht I was rdanieg. The phaonmneal pweor of the hmuan mnid, aoccdrnig to a rscheearch at Cmabrigde Uinervtisy, it deosn't mttaer in waht oredr the ltteers in a wrod are, the olny iprmoatnt tihng is taht the frist and lsat ltteer be in the rghit pclae. The rset can be a taotl mses and you can sitll raed it wouthit a porbelm. Tihs is bcuseae the huamn mnid deos not raed ervey lteter by istlef, but the wrod as a wlohe. Amzanig huh? Yaeh and I awlyas tghuhot slpeling was ipmorantt! Those whacky kids at Cambridge, what will they come up with next?? 1. CC – Signs commonly strung together become what semiotician call ‘code’
  7. 7. What?1. CC – We all read code – thinking like a semiotican make it better
  8. 8. What?1. CC – We all read code – thinking like a semiotican
  9. 9. What?1. CC – We all read code – thinking like a semiotican
  10. 10. What?1. CC – Codes are expected ‘sets’ of signs vs ‘unconventional’…(‘weird’) make it better
  11. 11. 1. CC – Normal ‘code’
  12. 12. make it better
  13. 13. Nailing the Brand Paradox – right code mix Weird Normal
  14. 14. Stand ‘in’/stand out – precise mix Weird Normal
  15. 15. CC - Easier to see ‘underlying’ code in the past
  16. 16. CC - Easier to see ‘underlying’ code in the past
  17. 17. CC – Semiotics allows you to see ads as clearly today as you can see ads from the past
  18. 18. CC Harder to see the code in the present – it looks ‘normal’
  19. 19. If you know the rules – you can manipulate them and help clients see why something will work. make it better
  20. 20. 1. If you know code you can manipulate it
  21. 21. 2. Clients reduce risk
  22. 22. 3. Higher ROI on work
  23. 23. 30
  24. 24. semiotic-analysis™ – see 32 2. Examples - outputs
  25. 25. Boring/Average Weird/Out thereStand Out/Stand In 2. Examples – finding the sweet spot
  26. 26. make it better https://www.yo utube.com/playl ist?list=PLE2mKJ vT7ionsmtVIPfH EAjR9Oz0XBoN5
  27. 27. 1. Reading Code(RC) 2. Examples 3. Your turn make it better
  28. 28. Identify the standard themes (Sub Codes) you would expect to see on air travel ads & the Code Devices which portray that meaning 3. Your Turn SC = Discovery CD = (Exotic Places) SC = Comfort CD = (Seats) SC = Service CD = (Unusual Behaviour) make it better
  29. 29. 41 3. Your Turn Codes / Sub Codes Sub Code = Discovery Sub Code = Comfort Sub Code = Service Code Device for Meaning 1 Planes flying People asleep Welcome Smiling hostess Code Device for Meaning 2 Holiday Beaches Roomy Seats High Quality Food Code Device for Meaning 3 Exotic Destinations Staff Putting Pillows out for those asleep ‘Luxury’ Environments
  30. 30. https://www.youtube.com/watch?v=fNEJrd6GkSY make it better
  31. 31. 3. Your Turn Codes / Sub Codes Sub Code = Discovery Sub Code = Comfort Sub Code = Service Code Device for Meaning 1 Planes flying People asleep Welcome Smiling hostess Code Device for Meaning 2 Holiday Beaches Roomy Seats High Quality Food Code Device for Meaning 3 Exotic Destinations Staff Putting Pillows out for those asleep ‘Luxury’ Environments
  32. 32. 3. Your Turn – Beer Codes / Sub Codes Sub Code = Sub Code = Sub Code = Service Code Device for Meaning 1 Welcome Smiling hostess Code Device for Meaning 2 Code Device for Meaning 3 Exotic
  33. 33. make it better https://www.yo utube.com/playl ist?list=PLE2mKJ vT7ionsmtVIPfH EAjR9Oz0XBoN5

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