A Quick Introductionto SemioticsThe Study of Visual Signs
"Rose is a rose is a rose is a rose“– or is it?
• Denotation – describe an image as simply aspossible. What Barthes called the first order ofsigns.• Connotation – emotions, values andassociations that the sign gives rise to. WhatBarthes called the second order of signs.Two Levels of Meaning
Denotation:What is a rose?Vs.Connotation:What does giving arose mean?What it is vs. What it means
What makes up Meaning•Text – the signs that make up the image•Audience – the targeted receivers of theimage•Context – where the text is positioned orlocated more broadly•Intertextuality – references in the text toother texts•Captions/anchorage – what attachesmeanings, limiting polysemic possibilities.
Sign up at Flower ShopFIND IT: Text, Audience, Context, Intertextuality, Caption/Anchorage
Task 1: Decon/Recon1. de-construct the advertisement—Using Barthesmethod of semiotics (denotation vs. connotation) explainhow the ad functions. What does the ad ask you to thinkand feel? What conventions does it draw on? What kindsof assumptions does the ad make about targetconsumers? How is the viewer interpellated?2. re-construct the advertisement—Construct analternative reading of the product advertised that revealsor brings out other possible components of the productor service.
Visual Comm on a BudgetKeep The Principles→Be Site-specific→Provoke through bold images→Use place to generatefeelings of be/longing→Speak directly to youraudience – the ‘Hey you’Effect→Cut down your Copy→Keep colour consistency→Make your USP visualCut The Costs! Think creatively about sites:free places to post? Dealsyou can make? Exchanges? Link up with localphotographers and filmstudents Promote user-generatedcontent Make a mood book/brandguide