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Semiotics

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Semiotics

  1. 1. SEMIOTICSKGV Media
  2. 2. KEY TERM: SEMIOTICSDefinition: The study of SIGNSExamines how symbolic, written and technical signs construct meaningLooks at how meaning is made and understood
  3. 3. KEY TERMS:SIGNIFIER & SIGNIFIED THE SIGNIFIER – The sign: a word, colour or image (i.e. the colour BLUE) THE SIGNIFIED – The concept/ meaning/associations that the sign refers to (i.e. BLUE is often associated with sadness or the sea etc.)
  4. 4. SIGNIFIER & SIGNIFIED:EXAMPLES  Signifier: Red rose with a green stem  Signifies: a symbol of passion and love - this is what the rose represents  Signifier: Brown cross  Signifies: a symbol of religion, or to be more specific this is a symbol of Christianity  Signifier: Heart  Signifies: a symbol of love and affection
  5. 5. TASK: GREENWHAT DOES ‘GREEN’ SIGNIFY?
  6. 6. TASK: PINKWhat does thecolour ‘pink’ signifywhen used on thismagazine cover?
  7. 7. TASK: WHAT DO THE FOLLOWING SIGNSSIGNIFY? MAKE A LIST OF ALL THE MEANINGSAND ASSOCIATIONS YOU CAN THINK OF FOREACH SIGNIFIER: B A C E D
  8. 8. A: BARBIE DOLL
  9. 9. B: HAMBURGER
  10. 10. C: THE STATUE OFLIBERTY
  11. 11. D: BUS
  12. 12. E: NIKE SWOOSH
  13. 13. SIGNS & CULTURAL DIFFERENCES How we read a sign depends on our culture:EXAMPLE: In Britain, peopleassociate the colour white withinnocence, purity, weddingsIn China, white is the colour ofmourning and is worn atfunerals
  14. 14. HOW TO READ THE SIGNS ANDSIGNIFIERS WITHIN A MEDIA TEXT All media texts have 2 layers of meaning: DENOTATIVE LEVEL: What we actually see CONNOTATIVE LEVEL: What you associate with this image
  15. 15. KEY TERMS 3: DENOTATION &CONNOTATION Denotative: The surface meaning Connotative: The deeper or hidden meanings and associations
  16. 16. THIS IMAGE DENOTES THE MOVIESTAR MARILYN MONROE
  17. 17. THE IMAGE CONNOTESGLAMOUR, STARDOM, SEXUALITY, BEAUTY If this was one of the last photographs of Marilyn Monroe, we may also associate it with her depression, drug-taking and ultimately death
  18. 18. THIS IMAGE DENOTES A TROPICALISLAND The image connotes peace, tranquility paradise, holiday, summer to some readers. …but think about the film ‘Castaway’, the victims of the Bali bombings or the recent tsunami - in this case the image may connote isolation, fear or even death It is important to note that images have different connotations depending on the reader of the image/text
  19. 19. DENOTATION & CONNOTATION WITHINA MEDIA TEXT – A MOVIE POSTER The Mission Impossible Poster denotes a MATCH and a GLOBE OF THE WORLD What are the connotations of a) The match? b) The globe?
  20. 20. TASK: DENOTATION & CONNOTATIONWITHIN A MEDIA TEXT – A MOVIEPOSTER1. What are the key signifiers in the movie poster and what do they signify?2. What are the denotative levels of meaning in the poster? (What does the poster denote?)3. What are the connotative levels of meaning in the poster? (What does the poster connote?)4. What are they communicating to an audience? Why?FIND POSTERS HERE!
  21. 21. TASK 2: DESIGN YOUR IDENT!An ident is the symbol or logo displayed by studios to mark theirwork as their own.You need one for al your work. Think about what you want tosymbolise and then think about a signifier that will do the job!Have a look at some major studio idents for inspiration. Whatfeatures are common? What palette is most popular? Which is best?Why?

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