1. SEMIOTICS
T H E S T U DY O F S I G N S A N D S Y M B O L S A N D T H E I R U S E O R I N T E R P R E TAT I O N .
Laura Lee

2. DENOTATION AND CONNOTATION.
 Denotation = Common sense meaning of a sign. It is exactly
what is shown in the image.
 Connotation = Is the extra, linked meaning that goes with any
sign. Connotations are to do with personal feelings meaning
that they are dif ferent for all people. The media often tries to
make the meaning the same for everyone in order to make it
easier for them to sell products.

3. INDEXICAL, ICONIC AND SYMBOLIC
SIGNS
 Indexical sign = A sign where there is a direct link between
the sign and what it represents. E.g a photo of smoke could
represent fire as could the smell. Sounds are common forms
of indexical signs: the sound of glasses chinking together,
people chatting and laughing with music in the background
would make us think of a party or gathering.
 Iconic sign = A sign that is identical to what it represents, E.g
photograph, film, drawing or painting.
 Symbolic sign = A sign that has no natural link to what it
represents, meaning is created by culture. All written words
and most logos.

4. DANIEL CHANDLER
The Representamen: the form which the sign takes (not necessarily material);
An Interpretent: not an interpreter but rather the sense made of the sign;
An Object: to which the sign refers.
Sign (d.o.g)
Daniel Chandler said that although a sign can
directly resemble an object it may be
interpreted differently by each individual. The
example shown on the diagram to the left
suggests that although everyone can clearly
relate the word dog to the animal each
individual is likely to have a specific dog that
they will relate to it that has meant something
to them at some point in their life.
Interpretent (the breed of
dog thought of
Object (a dog)