Negative Long term Effects of Advertising
Advertisements are a way to promote sales of a product or service through visual communication.
Magazine covers, advertisements or any publication embed a set of ideologies. O'Shaughnessy and
Standler describe ideologies as "sets of social values, ideas, beliefs, feelings and representations by
which people collectively make sense of the world they live in" (2012; 174). Ideologies try to
"manipulate people into buying a way of life as well as goods" (Dyer, 1982:5). Adverts such as the
Pravda vodka example above, which appeared in the January 2014 issue of GLAMOUR magazine
add relevance to a product whether it's a certain trend, desire or mutual value in order for the
product to become a highly favoured commodity. Glamour magazine is popular amoungst young
women of all races who are middle class citizens. This specific advert was used to introduce
Pravda's new vodka range aimed at women. It communicates ideologies of feminism, class, leisure,
night life and enjoyment. The purpose of this essay is to use semiology to analyse the attached
article. The Advertiser, "should do more than just label or identify the product; it should also bring
flattering associations to mind, associations which will help to sell it."(Dyer, 1982:141) and that is
where semiology comes into play.
Semiology is the study of signs and sign systems (O'Shaughnessy & Standler, 2012). The history of
semiology is further explained and the main cause of intercession: Semiology originated at the end
of the
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Development Of Media And Communications Study
In this essay I shall analyze the development of media and communications study and the themes
that have helped it to improve during the last century. A persistent concept in this field is equality
because theories like Marxism, Cultural Studies, Feminism, Structuralism and Post–structuralism,
Subcultural Theory and Postmodernism examined this notion and gave it a meaning in that period of
time. Against this background, a central question that motives this paper is: 'How is equality
developed by each ideology and how media manipulate it through the popular culture?' By
definition, equality means that all people have their own opportunity to express themselves because
we conceive the world differently. But we still create ourselves in ... Show more content on
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Marxism is a political, economical and social system founded by Karl Marx (1818 – 1883) and
Frederick Engels (1820 – 1895) who tried to reorganize the world through their revolutionary
ideologies and theories. Thus its intention is to dismiss the evolution of the Bourgeoisie society,
because, in the 18th century, one of the essential concepts was the notion of class struggle. As John
Storey points out, 'each significant period in history is constructed around a particular mode of
production; that is, the way in which a society is organized' (2006: 47) . This quote suggests that
Marx, through the analyze of global production, asserts that people have to live and work in equal
conditions, without differences between the class of wage–earners and the ruling class. Even if it is
said that the Marxism is out–of–date, it still exists, nowadays, because of the media factors that
sustain its manifestations. For instance, mass media promotes obscenity and presents degeneration
as a normal subject.
What we usually have in mind when we talk about Cultural Studies is the fact that it is like an
amalgam composed by traditions, arts, values, thoughts, faith, which is transmitted from generations
to generations. Theorists as Richard Hoggart, Raymond Williams, Stuart Hall and also the Centre for
Contemporany Cultural Studies brought a new vision on culture. "Lived culture is culture as

Roland Barthes developed a range of semiotic tools to...
3. Roland Barthes developed a range of semiotic tools to analyse the cultural meanings that are
conveyed in advertising images, in a particular context. Using these semiotic tools, select and
analyse four magazine adverts.
This essay will discuss Roland Barthes' ideas and his semiotic tools, and will also look at how
Barthes uses these tools to analyse images and how they make us think.
Roland Barthes was a French philosopher who wrote many books about the literary theory and
semiotics. His writing has influenced and helped shape many postmodern theories. His most famous
book "Death of the author" explains his theory on visual analysis. Barthes says that when we see an
image, the author or creator of the image does not matter. Each individual person will find a
meaning from that image. We all analyse images on our own.
The meaning of an image lies with the audience. The author is not the authority on the meaning of
the image. Although we are all quite similar in what we get from an image, different people will get
different meanings. This is due to the experiences we have had throughout life. Barthes says "no
object has a natural meaning." (Barthes, 1967 p.25) Meanings are defined by culture, so for
example, if in the UK someone does the 'thumbs up', we take this to mean that everything is okay,
but if someone does it whilst standing at the side of the road, it means they want a lift, and in scuba
diving it means you want to go up to the surface.
In his essay, "Rhetoric of

French Structuralism: The Concept Of Language And French...
Poststructuralism was derived to confront a different theory, structuralism, which was a dominant
theory in Central Europe and America during the twentieth century. Structuralism emphasizes that
there is forces in social live, which are created out of human activity but stand outside of human
agency or intervention (Pg 393). There were different versions of structuralism, one that derived
from France, which put great emphasis on language. Structural functionalism accentuates human
social organization at the level of institutions, whereas French structuralism emphasizes the role that
language plays in the organization of systems. French institutionalism looks at how language
provides organization for human communication and other characteristics of human life.
French structuralism has direct ties with Ferdinand de Saussure who established the concept of
semiotics. Semiotics is the study of signs, like those that humans use to express meaning. Saussure
distinguished the difference between language and speech. He used this distinction do create and
define the term sign. Saussure understood a sign is something that is designated to represent a
specific object. So anything that carries meaning can be considered a ... Show more content on
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Poststructuralism was developed in critique of semiotic model that Saussure created.
Poststructuralists are doubtful about the shared meanings of signs. They argue that the universal
understanding of signs is actually fragmented. There are no signs, but there are "floating signifiers"
which mean there is not connection between signified and signifier, so signs have collapsed and
become disjointed. Poststructuralists do not believe in the organization of signs and see the
sociocultural world as broken, with no clear patterns. Poststructuralists base the social world on the
idea that the patterns that are found in social life are not permanent because they are

Difference Between Ferdinand De Saussure And Bloomfield
RANI DWI ASTUTI
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Ferdinand de Saussure and Leonard Bloomfield
Ferdinand de Saussure and Leonard Bloomfield are both give big contributions towards linguistics.
They both produce theories which are now used in linguistics. They have similarity as they both
studied language as a structure using science basic. They both focus on the structure of the language.
However, they do have several differences as the developed their own theories based on their
thought about language.
Saussure's thought nowadays is defined the option of "synchronic linguistics", the study of language
as systems existing at a given point in time. Saussure developed his synchronic linguistics when he
taught a course called "General linguistics and the history and ... Show more content on
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Bloomfield views language more as a diachronic linguistics or historical linguistics focusing in
behaviour. The main points of Bloomfield's theories of language description can already be found in
Boas, though they are often stated more explicitly and with more elaboration by Bloomfield. What
was new in Bloomfield was a philosophically sophisticated emphasis on the status of linguistics as a
science. Bloomfield was not merely passively influenced by logical but (after a flirtation in his
twenties with very different views) became an active, proponent of positivist ideas as they applied to
the study of human behaviour, including language. For Bloomfield, linguistics was a branch of
psychology and specifically of the positivistic brand of the psychology known as "behaviourism".
Bloomfield's theorizing about language was heavily behaviouristic. Behaviourism is a principle of
scientific method: a rule which says that the only things that may be used to confirm or refute a
scientific theory are interpersonally observable phenomena, rather than, say, people's introspections
or 'intuitions'. In some ways it was in fact easier for linguist than for psychologist to accept
behaviourist

Difference Between Semiotic Analysis And Ethnography
This literature review examines the dynamics of two qualitative methods of research: semiotic
analysis and ethnography. The interdependence of these two methods, or as David Silverman (2011,
p. 4) calls them 'models', of research will be further spoken about in this essay which shall also go
in–depth on how the two methods have an important role in shaping media and culture research and
how they contribute to the existing cultural production. Qualitative research is one of the kinds of
research conducted to analyse content such as media texts and industries. The other is quantitative
research, which is more concerned with statistical and numerical data. The former type of research
mentioned above is the kind of research which provides the ... Show more content on
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Semiotics, plays an important part even in the conduction of ethnographic methods. Its significance
in the mainstream media is proof that even though the relationship between the signifier and
signified is arbitrary, in the whole process of socialisation, the meaning of the text has ample
weightage for it to be a whole subject to talk about as well as use the meaning to conduct other
researchers (Branston and Stafford, 2010, p.

Why Semiotics Is A Useful Method For Analysing Advertisements
Explain why semiotics is a useful method for analysing advertisements.
Straight away when thinking of signs one would automatically think road signs, star signs or even
pub signs however signs can also be drawings, paintings and photographs as well as words, sounds
and body language. The study of signs and symbols is also known as semiotics. Ferdinand de
Saussure was a Swiss linguist and semiotic whose ideas laid a foundation for many significant
developments; He is one of the founding fathers of semiotics which he called "semiology".
Semiology also looks into the use of signs and their interpretation. Semiotics are frequently used in
advertising to signify an advertisers message through the use of signs and symbols for example it
plays a significant role on catching the targets audiences eye by the placement of pictures, texts and
logos. The use of semiotics is very important for a successful advert. Saussure offered a two–part
model of a sign, he defined a sign being composed of two parts for example the signifier and the
signified. According to Saussure the signifier was the representation, the word or the image, where
as the signified was the meaning, the concept in which is associated with the signifier. This is why
semiotics is so useful in advertisements because a sign straight away has a connotation behind it and
can give away the message straight away to its audience for example the signifier is always going to
be signified. In an advert if you see a packet of

Blue Eye Brown Eye Exercise
Kim Kwok
Professor Wood
HUMI 01: Creative Minds
06 February 2018
The relation between Semiotics and "Blue Eye, Brown Eye Exercise"
This essay will utilize semiotic interpretive methods to respond to and analyze Jane Elliot's "Blue
Eye, Brown Eye Exercise". After that, it will explain a Jane Elliot's method for addressing racism,
and how to influence the student after the exercise. Firstly, Ferdinand de Saussure mentions that
"The linguistic sign unites, not a thing and a name, but a concept and a sound–image." Furthermore,
he defined two parts of the sign as a 'signifier' and a 'signified':
A 'signifier' (signifiant) – the form which the sign takes;
A 'signified' (signifié) – the concept it represents.
According to Saussure's notion, a signifier ... Show more content on Helpwriting.net ...
She mentions that and being mean because she wants the students to know the same sense of people
who are discriminated, and how discrimination is affecting someone's life every day. This exercise
evokes students' emotion and allows students to know more about discrimination. In conclusion,
Saussure and Peirce's notion of sign separately explains the relation with Jane's exercise. Then,
"Blue Eye, Brown Eye Exercise" evoke the students' empathy and understanding the people who are
different. Finally, the exercise affects the students because they know the feeling of discrimination is
awful through the exercise.
Works Cited
De Saussure, Ferdinand, and Wade Baskin. "Course in general linguistics [1916]." London:
Duckworth, 2011.
Peirce, Charles Sanders. "Collected papers of Charles Sanders Peirce. Vol. 5." Harvard University
Press, 1974.
Chandler, Daniel. "Semiotics for beginners.", 1994.
Chandler, Daniel. "Semiotics: the basics. Taylor & Francis", 2017.
Elliott, Jane. "Brown eye blue eye, Jane Elliott." YouTube, uploaded by Pascal Mukuka, 12 Aug
2015,

Structuralism And Semiotics In The Book Of Huckleberry Finn
Structuralism and Semiotics
When you become a certain age level reading just comes naturally. Almost as if it becomes second
nature to us which it should be. Our parents, then our teachers have been grinding and turning the
wheels in our little, vulnerable, expanding minds ever since the beginning. So reading isn't the
hardest thing for most of us. Its the comprehending, and the understanding the work of literature is
where the struggle begins. Even a few adults do not fully comprehend a vast majority of literature
today, and being able to analyze and tear apart. Such as knowing where the rhetoric is in the paper.
Are ethos, logos, and pathos being executed in the proper manner? Which literary elements are
being used? For instance is there metaphor,
personification, ... Show more content on Helpwriting.net ...
(Structuralism). The meaning of semiotics is the study of signs and symbols and their use or
interpretation. (Structuralism). Therefore structuralism focuses more on the pattern and the
framework while semiotics focuses on the symbolization in the book The Adventures
Arzola 2 of Huckleberry Finn. One of the struggles with this criticism is that the framework is based
on a few philosophers ideas on how the structure should fulfill the base line or genre of all literary
work. Structuralist prefer the focal point to be on the formal features that allow the meaning to come
about, not so much the meaning or content itself as much. The way Ferdinand De Saussure likes the
framework to be is that there is no necessary connection between words and the thing.(Structuralism
and Semiotics). For example in the book The Adventures of Huckleberry
Finn we use the name Jim for the black run away slave but he is also referred to as nigger many
times within the book, so it does not really matter what word is used because they both

The Death of the Auteur Essay
"The Death of the Auteur"
2
The concept of 'author' is originally derived from the Latin word for authority. From the
theoretician's standpoint, the author carries power over the text only to the extent that the ideas and
scenarios within it are originally those of the author. French literary theorist Roland Barthes argues
that the function of an author is to provide the semblance of originality and meaning in The Death of
the
Author.
"Writing is the destruction of every voice, of every origin. Writing is the neutral, composite, oblique
space where our subject slips away, the negative where all identity is lost, starting with the very
identity of the body writing." (Barthes 1466)
The basis for Barthes' argument is the writing ... Show more content on Helpwriting.net ...
(Saussure 972–977)
"Everything that has been said up to this point boils down to this: in language there are only
differences. Even more important, a difference generally implies positive terms between which the
difference is set up; but in language there are only differences without positive terms. Whether we
take the signified or the signifier, language has neither ideas nor sounds that existed before the
linguistic system, but only conceptual and phonic differences that have issued from the system."
(Saussure 972)
The application of this idea to Barthes' work is in the very essence of the idea of the death of the
author: the rejection of the assumption that the ideas we commit to a certain name are the product of
solely their own conjecture and its manifestations.
"As soon as a fact is narrated no longer with a view to acting directly on reality but intransitively,
that is to say, finally outside of any function other than that of the very practice of the symbol itself,
this disconnection occurs, the voice loses its origin, the author enters into his own death, writing
begins." (Barthes 1466)
4
Saussurean logic continues on this theme to the extent that the arbitrary nature of the sign is
indicative of the situation of an individual that operates within the linguistic system, and their
helplessness and passivity in relation to the signs that compose their

Example Of Intertextuality
What is intertextuality? How does intertextuality challenge E.D. Hirsch's idea that a text has a single
meaning created by its author? Explain with reference to examples drawn from any media format.
According to American literary critic, E.D. Hirsch, in order to interpret a body of text, one must ask
one's self the only question that can be answered objectively – "what, in all probability, did the
author mean to convey?" He believed that the author's intended meaning equates the meaning of a
text and it is in fact, the reader's duty to uncover the the author's intentions.
"The meaning of a text and its author's intentions are one and the same."
Hirsch's concept revolves around the assumption that a body of text is original, and is ... Show more
content on Helpwriting.net ...
someone watching a satirical television show such as The Simpsons).
The best example of this sort of intertextuality would be the process of a reader (or surfer) browsing
the world wide web. Here, an author cannot control the way in which a reader approaches his or her
body of text. There is seldom a linear fashion in which a reader consumes information while surfing
the internet. It is common for him or her to absorb only small chunks of texts on one page of a
website before being led to an entirely different webpage via links. Through surfing and following
links of their choice, readers effectively thus begin to construct their own text of sorts as they make
their way through various sites on the internet.
Unlike newspapers or most other forms of printed media, intertextuality on the internet is often one
of a blatant and conscious nature. Here, almost more so than anywhere else, it is clear that content is
not entirely original, nor is it based on an author's sole ideas and concepts. It is common for a great
many websites to host a multitude of links, and consist of short articles that link to other sources of
information that the work was based on, or that provide further elaboration.
Even on

The Socially Charged Life Of Language
In the chapter, "The Socially Charged life of Language" in Living Language: An Introduction to
Linguistic Anthropology, Laura Ahearn (2012) discusses language in relation to social interactions.
According to Ahearn, "language is not a neutral medium for communication but rather a set of
socially embedded practices." Ahearn references Ferdinand de Saussure and his understanding of
language as a system of rules as well as Chomsky and his interest in discovering Universal
Grammar. De Saussure used langue and parole as an explanation of how language works. Langue
refers to language, as a specific set of rules while parole is the performance aspect of language in
which language functions as "speech arts." Similarly to de Saussure, Chomsky believes that there is
a "competence" or an abstract knowledge that one has about language, and a "performance", which
involves putting those rules into practice (Ahearn 2012).
Chomsky and de Saussure are interested in the abstract area of language, or the langue and the
"competence". They were more interested in the system through which meaning is created rather
than how the system is used in individual instances. Ahearn criticized this way viewing language
and saw it as a narrow way of viewing language. There are various components to language and
understanding how people communicate. Context is an important component that influences how
something that is expressed is understood. Ahearn believes that the various components of language
are

Ferdinand De Sassuare Reflection Essay
Reflection (Page 850) In Ferdinand De Saussure's Course in General Linguistics, almost the entire
reading from our assigned texts that is, has conventionally been summarized on page 850. Overall,
Sassuare explains his analysis of language by describing it as a system of signs and
comparing/contrasting words in a language to other words. He says that words are what they are
because of what they're not, and language wouldn't exist without sound–image. Saussure analized
language as a system of linguistic signs that he used to explain the "..indefinite plan of jumbled
ideas.." inside our minds (Saussure 856). Sassaure's diction on page 850 really stuck out to me
obviously because it's the first example of his strange thought process. His diction is rather strange
at times, but I thought this page served as a great introduction of what type of "adventure" you're
about to embark on trying to follow along and get inside of Sassaures head for the rest of this piece.
For example, who characterizes language and speech as heterogenous or homogenous? What does
that even mean? What is a speech–circuit? This definitely is NOT a book that you can read or should
be able to read, process, and comprehend on a first read through.
On page 850, he explains what he considers to be the characteristic of language. He says that
language is just a system for phonic images and were we're first introduced to his obsession with
sound image, "..auditory image becomes associated with a concept.."

The Double Edged Sword : Myth And Reality Essay
The Double–Edged Sword: Myth and Reality
The chapter titled "Myth Today" found in Roland Barthes progressive book, Mythologies attempts
to analyze the notion of a myth within material culture while reinforcing the idea of semiotics and
unveiling the system behind it. Myth, for most people, is considered a kind of story or tale of history
that might have some truth to it. When thinking of myth, we may recall tales of Hercules and
Oedipus as well as cultural or religious phenomena such as the rebirth of Christ. Barthes has a new
definition of myth, and that it is a mode of communication where what is said is not more important
than how it is said. To review the text, I will first outline Barthes main arguments and then identify
his approaches to the unveiling of myth. I will then use his processes and apply them to Rene
Magritte's La Grand Famille.
Barthes begins the chapter by stating says the ways in which myth can be communicated, they are
diverse and are not limited to writing and imagery. All the mediums will eventually get expressed in
the same way. In the essay, Barthes claims that myth is not a language and instead, it transforms
meaning into form. The study of how it does this is classified as semiology. Semiology is an idea
that was founded by Ferdinand de Saussure, who's work Barthes read before writing this book.
Semiology is the science of forms and their significance aside from the content. Myth forms part of
this system that connects the signified to the

Essay on T.S. Eliot's The Waste Land
T.S. Eliot's The Waste Land "Both the hysteric and the mystic transgress the linear syntax and logic
governing the established symbolic order." –Helen Bennett It is perhaps part of the unique genius of
T.S. Eliot's "The Waste Land" that both critics and lay readers have repeatedly felt forced to look
outside the published text of the poem for clues as to its meaning. The text's fragmented, seemingly
violated body seems to exhibit wounds through which its significance has slipped, creating a
"difficulty caused by the author's having left out something which the reader is used to finding; so
that the reader, bewildered, gropes about for what is absent...a kind of 'meaning' which is not there,
and is not meant to be there" ... Show more content on Helpwriting.net ...
Asked to describe what sort of life might spring up out of the "stony rubbish" (20) of the poem's
sterile landscape by an interlocutor who seems – by the force of the allusion to Ezekiel – to be a
representative of some sort of transcendent reality, there seems to be no way for the poet to answer.
The speaker continues in almost accusatory tone: "You cannot say, or guess, for you know only/ A
heap of broken images" (21–22), and it is in this line that Eliot questions the potential for meaning
inherent in language. The self is unable to explicate the nature of this life for his only language is a
mere "heap" – a disordered pile of "broken images". Here Eliot describes language as
representation, and in this mode it is doubly useless; first, because it is "broken", fragmented and
divorced from the very realities it was intended to describe, and second, because it consists of mere
"images" – representations of things and not the things themselves. One might argue that language,
though only "a heap of broken images," does achieve a certain reflexivity here, for in that disordered
pile of reflections lies a landscape "where the sun beats,/ And the dead tree gives no shelter, the
cricket no relief" (22–23). But the space that language presents here is a sterile, "dead" one, without
evidence of the growth of either root or branch. Absent too are the Starnbergersee, the "shower of
rain" (9), and the verdant Hofgarten which

Analysis Of ' The Drinking Man 's Scotch ', By The Liquor...
My aim within this essay is to discuss, in detail, the underlining semiotics and ideological messages
of a specific piece of work relatable to my professional field, photography. This being said within
this essay I have chosen to focus on an image generated for the advertising campaign; 'The drinking
man's scotch', by the liquor company Dewar's. Throughout my essay I hope to apply relevant
information gathered from surrounding fundamental theories, to support and emphasise my own
personal view of the subject matter, and aid the interpretation of the meanings, and connotations,
behind the work that I have chosen to focus on. The main theme of my essay will focus heavily on
the significations presented within the image, to create meaning and persuasion in association with
advertisement photography, my argument taking influence from the works of Roland Barthes,
Ferdinand de Saussure, and David Crow. However I will also address the use of ideology within
advertisement, applying theories presented within the works of Karl Marx, Ron Beasley and Marcel
Danes, to my argument.
The theory of semiotics, is a study that focuses on the "relationship between the components of the
sign that enables us to turn signals, in whatever form they appear, into a message which can we can
understand" (Crow, 2003). It is the theory, which can be applied in practice, that all imagery can be
decoded to reveal an underlining signification, which can be interpreted to create symptomatic and
linguistic

The Origins Of Structural Anthropology
Ari Lotter
Ms. Kasurak
HSB4U1
26 September 2015
Claude Levi Strauss
THE ORIGINS OF STRUCTURAL ANTHROPOLOGY
Structural analysis, at its core, is an attempt to comprehend things beyond the system of human
understanding. It's meant to be an objective, purely scientific approach untarnished by human
cultural and social systems. Claude Lévi–Strauss saw this pure science being applied in linguistics,
among the social sciences, and applied its objective principles and methods to anthropology.
Structural linguistics is a method of analyzing languages, broken down into signs, both syntactically
and lexically. Signs, in a structural context, are associations between concepts and means of
expressing those concepts. Comparing opposed syntagma and signs in this exploded arrangement
permits understanding of linguistic associations (syntax, etc.). By examining the paradigmatic
relations between signs, and diachronic syntagmatic configurations (something Lévi–Strauss applied
heavily in his theories about structural mythology), a basic objective understanding of the langue in
question can be gleaned from examples of its verbiage.
Ferdinand de Saussure, the linguist who explained language as a structure of signs, developed his
ideal method of a purely analytical science of linguistics in part because he was aware of the
impossibility of understanding exactly how the human mind creates and understands language. By
approaching language from a structuralist point of view, he was attempting to

Little Bee By Jacques Lacan And Chris Cleave's Little Bee
Language can be seen throughout all cultures and intertwined in every part of people's daily lives. It
can be argued as the building blocks of society, as there are virtually no means of communication
without some form of language. For the nigerian refugee Little Bee, language has to do with life or
death, trying to survive in her new world when she has been detained in England. She struggles with
learning the "Queen's English", all the while trying to stay safe without the protection of her friends
from home and the language that she is accustomed to. Two men: post–structuralist psychoanalyst,
Jacques Lacan and nineteenth century linguist and semiologist, Ferdinand de Saussure, both have
famous theories about language that can be related to the book Little Bee, by Chris Cleave. The
ability for Little Bee to learn a new variation of her own language can be outlined in the works of
both Jacques Lacan and Ferdinand de Saussure.
Both men devoted their lives to the study of language and how it related people to the world around
them. Jacques Lacan's theory, described by author Fredric Jameson as "The Prison House of
Language", means that once we have learned a language, we can not see outside of it; there is no
other way to communicate or represent the world. Saussure goes more in depth into language and
has more points about the role that language plays. His main model, "structuralism," can be defined
as the methodology that parts of culture are understood by their

Marx Vs Saussure
Throughout history, we are continuously fighting to interpret our reality and the things which
comprise one and other. This is not a simple task for one to take on, but multiple historical thinkers
have taken it upon themselves to question the components of interpretation and find the meaning
that it is grounded upon. Specifically, Ferdinand de Saussure and Karl Marx propose fundamental
critics that are embedded within modern day thinking – shaping our ideals and the functionality we
see within language and reality. Saussure and Marx take two different approaches to understanding
history, language and culture, they provide this through both scientific and critical methods for
interpreting reality and the things which it is trying to represent. ... Show more content on
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The relationship that the signifier and signified elements share though is arbitrary, which is a key
property. Due to the fact that these two share an arbitrary bond, it puts in question the reliability of
their interpretation of things, such as the words and the nature which stands behind them. The
arbitrary attributes both the signifier and signified share show that there is a type of break that
occurs between the sound image and the idea itself – this pushes Saussure to state that language
itself is unmotivated; what is trying to be represented is not a natural occurrence. Saussure directs
the audience into realizing that even though one believes that there is a natural link between the
meaning of a thing, like a dog, and what is trying to be represented, the actual dog, this is a forced
thing which we have to learn and not a natural occurrence. In order to provide clarity of language
and distinguish this ___ from other ___ Saussure comprises a summarization of four characteristics
within language. First and foremost, language is a well–defined object in the heterogeneous mass of
speech facts. This means ______. Next, Language, unlike speaking, is something that we can study
separately. Thirdly, Whereas speech is heterogeneous, language as defined, is homogenous. The last
component of language discusses is Language is concrete no less so than speaking; and this is a help
in our study of

Taking a Look at Literary Deconstructionism
What is literary deconstructionism? According to the Merriam–Webster dictionary
deconstructionism is the "literary analysis that questions the fundamental conceptual distinctions, or
"oppositions", in Western philosophy through a close examination of the language and logic of
philosophical and literary texts". In other words it means that the reader makes the text what they
want it to be, they cannot assume that the writer is implying anything by the words he has written;
the text can have a different meaning to each person that reads it. Deconstructionism has been
closely related to the postmodernism era as they both tend to resist definition or classification.
According to Clark Morrow in the July 2007 The Vocabula Review, most people consider the theory
that "words are very indistinct tokens of meaning; and can yield any number of meanings" as
deconstructionism, while others call it postmodernism; as stated previously these two literary eras'
are closely linked. Deconstructionism theory states that can be no misinterpretation of what you
read, the writer may intend to have one meaning of the text but each person that reads it can all take
away different meanings from it. Deconstructionism began in the mid 1960's, and peaked during the
1970's; by a man name Jacques Derrida. Derrida was born in July 1930 in El Bian, Algeria and died
October 8, 2004 in Paris, France; he graduated with his baccaulaureat' in 1948 from the Jewish
lycee`. After graduation he went on to the

Structuralism And Post-Structuralism In Language
Structuralism originated in the works of Ferdinand de Saussure, a Swiss linguist in the 20th century.
An attempt to study a specific whole as a complex system of interrelated parts, it soon came to be
applied to many other fields. Structuralism is closely related to Semiotics and Saussure focused on
the underlying system of language, 'langue' instead of the use of language. Yet, the discovery of
'langue' is possible only with an examination of parole, speech. Apart from favouring the synchronic
development of language over the diachronic version, he also asserts that linguistic signs consist of a
signifier and a signified. Hence, this approach is different from those that focus on the relationships
between words and the objects they implicate. ... Show more content on Helpwriting.net ...
However, Post–Structuralist writing is emotive. Such texts will tend to be euphoric, urgent and
flashy.
The general notion of Structuralism is that the world is constructed by language. It is only through
linguistics, that reality is envisioned. In contrast, Post–Structuralism argues that realities are created
by languages. All aspects of human experience become textual and everything one thinks of, be it
about self or the world, depends on language.
Both Structuralism and Post–Structuralism arise from Saussure's linguistic theory and so, emphasize
on language. In this way, there are identical. Moreover, both accept language as a system of signs
that exists separately from any physical or mental reality. Similarly, Structuralism and Post–
Structuralism will also together acknowledge that a subject is possible only through language.
Hence, language overrides humans as the source of action and meaning and so, Structuralism and
Post–Structuralism are non–humanistic [5]. Structuralism is deterministic as all power to structure
one's perceptions lie with the system. Hence, Structuralism is, in particular, anti–humanist

The Importance Of Language-Based Communication
The categorisation of humans into various gender related groups is something spanning across time
and cultures. Possible causes of such divisions include grammatical forms of communication, a
prospect investigated by structuralism. A variety of approaches concerned with the classification of
language in the mind (Jenkins, 1992), it demonstrates just how the power of spoken and written
word creates detachments between men and women. Key thinkers including Claude Lévi–Strauss
and Ferdinand de Saussure are credited with introducing and popularising the movement and
evidence provided by Bourdieu, Louie & Low and Abu–Lughod shows the utilisation of verbal
communication in contrasting areas. These ethnographies display structuralism via the linguistic
communications they detail, with their contexts holding great importance as they inform meaning
(Schirato & Yell, 2000). Interpretations of the organisation of a Kabyle house, the significance of
'wen–wu' in Eastern Asia and hushed conversations between Bedouin women all relate to the
divisive nature of language in societies. The intention of this report is to determine the degree to
which language–based communication establishes the gender–based groups individuals belong to,
using structuralism to explain my reasoning.
A popular topic in anthropological circles since Giambattista Vico published 'The New Science' in
1725, in which structuralism is described as a key mental component of the "instinctively poetic"
human race (Hawkes,

Semiotics In Politics Essay
We are a society that thrives upon communication, from texting to "tweeting" and all forms in
between. It is not surprising that we often find ourselves drawn in and influenced by the
manipulative skills of well organized syllables and strong punctuation. Political rallies are in no
shortage of examples of the prowess of semiotics. We use them to speak our minds, to spread the
truth, to satirize other's opinions, and to fabricate our own. As human beings we are not unused to
the idea that politics often involves tricky rhetoric and verbal wordplay in efforts to persuade us.
However, not often are we aware that tangible signs sway us to much the same effect. Political signs
first and foremost seek to influence a decision, or ideals that ... Show more content on
Helpwriting.net ...
Semiotics influences signs by modifying the way we see them when certain aspects are changed or
enhanced to convey or evoke certain meanings or feelings, when words are italicized or bolded our
eyes immediately focus more on them than the other words, when messages are presented to us in
strange or noticeable fonts we are drawn to them, they stick in our minds, they make a certain
impact. As Ferdinand de Saussure stated and is quoted on a University of Vermont educational
website, "All signs have two aspects: the signifier and the signified. The signifier is any material
thing that signifies, e.g., words on a page, a facial expression, a picture, a bit of graffiti. The
signified is the concept that a signifier refers to. In most cases the signified is in relation to the
signifier in order to ensure the signified is able to relate to it's signifier. I/e, men smoking looking as
though they are enjoying themselves, the signifier is the man smoking the cigarette, and the man,
and the cigarette, seeking to signify men or masculinity" (Saussure p.2). The same is applied to
political signs, in relation the creator of the sign seeks to put emphasis on something that they wish
the audience to connect the main idea of their sign too. For example at The Rally to Restore Sanity
and/or Fear, many protestors utilize symbols in order to connect their beliefs or ideas to a grander
concept. In one protestors sign, a

Julie Becker : Art Of Contemporary Art
Julie Becker was born in 1972, and passed away in 2016 at the age of 43[i]. Los Angeles was an
integral part of her life as she grew up, created, and died in L.A; however she studied briefly at
Hochschule der Kunste, Berlin in 1991 and completed a residency in Basel, Switzerland at Stiftlung
Laurenz–Haus Foundation. Becker was the daughter of artists[ii], and subsequently grew up in
constant travel from one apartment to the next while her parents worked odd jobs to survive. In lieu
of finishing her senior year at Santa Monica High School, she became the youngest student ever to
attend California Institute of the Arts in 1989 at the age of 16. From CalArts in Valencia, Becker
received her BFA in 1993, and her MFA in 1995. Paul Schimmel, curator at the L.A Museum of
Contemporary Art, selected Becker's MFA thesis project, Researchers, Residents, A Place to Rest
1993–96, for the 23rd São Paulo Biennial, where she was the youngest participant. Focusing on
appropriated and reimagined narratives, Becker utilizes photography, video, and installation in her
work. Over the span of her career, she expanded on her interests with an increasingly complex and
dense body of work, including work such as Whole. Whole was an ongoing project Becker started in
the basement of her bank–owned shanty, and became so remarkably complex that the only way to
show the piece was through multiple exhibitions in galleries and museums up until her death.
Whole, as explained by Becker, was "an endless

Roland Barthes's Theory Of Semiotics Through Digital...
1. INTRODUCTION
Semiotics is the study of sign systems. It explores how words and other signs convey meaning. In
semiotics, a sign is anything that stands in for something other than itself. This lesson focuses
primarily on linguistic signs. Roland Barthes is a theorist that is particularly interested in " how
things mean" rather than what things mean. Through Barthes and Saussure's theories, the
understanding of semiotics through digital advertising will be represented through an argument of
comparing these two unique key thinkers. The comparison between these two theorists share its
importance when understanding advertising through visual examples. Once analyzing an example of
digital advertising, these separate theories will serve as an ... Show more content on Helpwriting.net
...
According to certain mythologies, Barthes main interest was in semiology. He is highly skilled at
finding, manipulating and exploiting theories and concepts of how things come to mean before
anyone else does so. The basics of semiotics and how it is applied to many forms of imagery and
context is applied through Barthes theory. This theory consists of three orders of specification,
denotation, connotation and myth (Chandler 2006,18).
Within semiotics, denotation and connotation are terms describing the relationship between the
signifier and its signified, and an analytic distinction is made between two types of signifiers:
denotative signified and a connotative signified (Panofsky 1970a,51–3). This meaning includes both
denotation and connotation through the action and reaction of the representation of signs.
Denotation is described as the definitional, 'literal' or 'obvious' meaning of a sign according to the art
historian Erwin Panofsky (Hasenmueller 1978). The denotation of a representational visual image is
what all viewers from any culture and at any time would recognise the image as depicting
(Hasenmueller 1978). As Roland Barthes noted, De Saussure created a model of signs that focused
on denotation at the expense of connotation and it was left to subsequent theorists to offer an
account of this important dimension of meaning (Barthes

The 's Impact On Society
Deconstructionism has impacted society today due to the effects of reading and the difficulty of
defining the word from the sole creator, Jacques Derrida, and how other philosophers have
influenced it. Although there is a definition for the school of thought Deconstructionism, it has been
confused with different definitions due to the influences of other philosophers on the definition
given by Derrida. One philosopher that influenced Deconstructionism was Friedrich Nietzsche,
whom we usually associate to Nihilism. The other philosopher that influenced this school of thought
was Ferdinand de Saussure, who was one of the two founders of semiology. "It must be noted that
Derrida 's style of writing contributed not only to his great popularity but also to the great animosity
some felt towards him. His style is frequently more literary than philosophical and therefore more
evocative than argumentative" (Lawlor). According to Derrida, in essence, the definition of
Deconstructionism is the way of reading and understanding the difference between "text" and
"meaning". The school of thought itself is notoriously difficult to define, and attempts to explain it
in a straight–forward way, understandable way have been academically criticized for being too
removed from the original texts, and even contradictory to the concepts of Deconstructionism. In an
article for Postmodernism, it states, "Because at its functional level all language is a system of
differences, says Derrida, all

Case Study On Sisley
MESSAGES IN SISLEY'S ADVERTISEMENT – THE STUDY OF SCIENCE AND SEMIOTICS.
Submitted to
Management Development Institute of Singapore
In conjunction with
University of Sunderland
In partial fulfilment of the requirement for the award of
Bachelor of Arts (Honours) in Media, Culture and Communication (Top–Up)
Supervised by: Mr. Fuadi Rahmat
For: Professor Julia Knight
Name: Samuel Shane Singh Dhillon
Class No: BCCE51704A
NRIC/Student Pass: S7936648Z
Date: 8th September 2017
CONTENTS
Introduction Page 3
Case Study on Sisley's Print Advertisement Page 3
Semiotics and Signs in Advertising Page 3
Critical Discourse Analysis Page 6
Conclusion Page 6
Bibliography Page 8
Annexes Page ... Show more content on Helpwriting.net ...
Saussure saw a sense of purpose that comes when there is an association or relationship between the
forms of a Marker with an idea. Whereby a Marker is a meaningful sound or graffiti that is a mental

picture or concept. Semiotics creates a meaning which the object, not only contains the complex
information, but also carries emotional impact for the audience. Human senses will catch the signal
and then pull the impression to the brain, which leads to a conclusion of subjective meanings,
depending on the perspective of each audience (Desamba 2011). Semiotics is an investigation into
how meaning is created and how meaning is communicated. Its origins lie in the academic study of
how signs and symbols, both visual and linguistic, create meaning (Signsalad n.d.). Our actions and
thoughts, or what we do automatically, are often governed by a complex set of cultural messages
and conventions, dependent on our ability to interpret them instinctively and instantly. For instance,
when we see the different colours of a traffic light, we automatically know how to react to them. We
know this without even thinking about it. But this is sign which has been established by cultural
convention over a long period of time and which we learn as children, requiring a great deal of
unconscious cultural knowledge to understand its meaning. Everyone is a Semiotician,

Difference Between Semiotics, Semiology And Difference
What is Semiotics, Semiology and Difference? In this paper I will define the Semiotics, Semiology
and Difference then I will give the views and beliefs of the three of the masterminds behind these
terms.
Firstly, Semiology and Semiotics are two related disciplines, which study semiotics, the relation of
significance involving signs, object and mind, and classification of signs. Semiotics is a synonym
for Semiology. Semiotics is defined as the study of signs and symbols and their interpretation, while
Semiology is semiotics, the study of signs. According to Swiss Linguist and Semiotician Ferdinand
de Saussure semiotics is the science of signs. Saussure in Course in General Linguistics, said "the
roles of signs are part of our social life". For him, sign has two parts, the signifier and the signified.
The signifier is the physical form of the sign. The signified is the concept to which the signifier
refers the meaning or idea it refers to in ... Show more content on Helpwriting.net ...
For him, Semiotics is a formal doctrine of sign, signs must have a "real connection with the thing it
signifies." It is a much boarder clasof Saussure's signifier, as it extends into the physical as well.
According to him, there is a third element that must be present for signification to take happen. This,
additional element is the understanding of the relation between signifier and signified, he referred to
this as the interpretant. The interpretant sheds light on the relationship between signifier and
signified. Pierce admonishes that a sign or signifier must be interpreted in order to exist. The sign or
signifier creates an interpretant and this in turn allows us to access it object or the signified. In other
words, if the sign means something it requires somebody (a mind) signifying and something (an
object) that is

Case Study On Print Advertising
INTRODUCTION
The purpose of this analytical research portfolio is to discuss and examine about contemporary print
advertising, in terms of its theoretical approaches such as textual structures, branding, reliance on
celebrity endorsements and the pleasures that it offers to consumers (refer to Slide 3). In this essay
however, I will elaborate specifically on a particular print advertisement from the company 'Sisley',
which is commonly advertised in women's fashion magazines and on how Semiotics and Signs is
prevalent with regards to its advertising (Samuel Shane 2017).
CASE STUDY ON SISLEY'S PRINT ADVERTISEMENT
Established in Paris 1968, the French apparel brand 'Sisley' began with their revolutionary Denim
collection. Then in 1974 the ... Show more content on Helpwriting.net ...
The advertisement drew ire as it featured women snorting thin, white clothing off a surface, with the
caption "Fashioin Junkie" just below its 'Sisley' brand in the middle of the ad (refer to Slide 8 and
Annexes). The play on the words "Fashioin Junkie" suggests the combination of 'Fashion' and
'Heroin' in one word, together with the reinforcement of the word 'Junkie', to imply that the models
are the image of the combined slogan. The ad hit the fashion industry especially hard, as models
have always been associated with cocaine use, due to its appetite suppressing qualities. And as the
two thin models in the advert suggest, it further implies the desired figure to attain regardless of the
costs involved. Although the advertisement appears at first glance to be somewhat glamorous and
glossy, this fuels the suggestion of glamorising drug use as a posh, desirable, high–society trait. The
attractive eye–makeup too, enhances the look of the effect in drug use, as it implies the after–effects
of regular substance abuse and further reinforces the heroin link. The negative impact of the entire
print advertisement, represented the link between the Sisley fashion label, together with model–thin
figures and heroin drug abuse, in order to attain a desirable image set by the brand and society,
amongst the young, urban and professional audience. "Fashioin Junkie" may have initially been
intended as a 'shock–and–awe' campaign, as is common with most Benetton Group ads, but has
since backfired tremendously on the brand and as well as the fashion industry as a consequence, for
its severe lack of tact, taste and ethical values (refer to Slide

Who is Leonard Bloomfield?
In Cincinnati and Illinois, Bloomfield worked hard and intensively on his first book before he
travelled to German. While he was in German between the year 1913 – 1914, his famous book An
Introduction to the Study of Language was accepted for publication by Henry Holt of New York in
1913. Accordingly, Bloomfield's life in German was spent in two cities: Gottingen and Leipzig
where he had a chance to correct some proofs in his book An Introduction. His famous great book
was issued in 1914 in the United States, but it did not become that famousness outside the USA
because of the outbreak conflict in 1914– 1918. Similarly, the Course of General Linguistics book
published by Ferdinand de Saussure (1857 – 1913 ) initiated to influential only after the appearance
of its second edition in 1922.
Bloomfield's book An Introduction to the Study of Language in 1914 is considered as a remarkable
and excellent work for a young man in his twentieth. He specialized his book to the study of the
Algonquin languages, particularly to menomini, as his influential work Menomini Morphophonemic
shows this. In addition, he included two chapters on language change, illustrated with examples
from many languages. The book ended with a chapter on the relation of Linguistics to other
sciences, a topic that would increasingly concern him.
Bloomfield practiced in historical Indo–European, particularly Germanic and philology. Then, he
turned to the study of Tagalog, a Malayo–Polynesian

Examples Of Structuralism In I Wandered Lonely As A Cloud
I am putting to use a structuralist view upon the poem "I Wandered Lonely as a Cloud" because it
can be related to with simpleness, put down to the fact that it is positioned in the lyrical genre.
Structuralism is a theory in which all elements of human culture are thought to be part of a system
of signs. Robert Scholes demarcated structuralism as a reaction towards despair and modernism
(Scholes, Robert. Structuralism in Literature: An Introduction, 1975). 'I Wandered Lonely as a
Cloud' is a poem that commemorates the utmost beauty of nature to such a degree that the poet
believes it to be ... Show more content on Helpwriting.net ...
As previously stated, structuralism is a theory in which all elements of human culture are thought to
be part of a system of signs. Structuralists are concerned with issues such as form and genre. The
reason why I chose to apply a structuralist perspective upon William Wordsworth's poem is due to
the fact that that it can be easily interacted with because it is positioned in the lyrical genre. The
rhyming scheme is in the form ABABCC. The rhyming couplet evident at the end of each stanza
creates an unpretentious break caused by the addition of a new stanza. As a result, the final line of
teach stanza contains an additional sense of emphasis. The final line of the poem mentions "the
show" and conveys images of dancing daffodils, a long–lasting impression discussed by
Wordsworth. The meter of this poem is an iambic tetrameter. The meter creates a rhythm with a
musical, song like quality, to which the daffodils may dance. Wordsworth also employs consonance
and alliteration to create the sense of rhythm. The form of a poem is of utmost importance to
structuralist critics. "I Wandered Lonely as a Cloud" is twenty four lines long and it features four
stanzas with six lines each. In each individual stanza there is a perceptible pattern – the first line
rhymes with the third line and the second line rhymes with the fourth line. The stanzas finish with
the inclusion of a rhyming couplet. By concentrating the first three stanzas on the lake experience
and the final on the memory of that experience, Wordsworth amalgamates the content of the poem.
It is interesting to note that despite the obvious fact that "I Wandered Lonely as a Cloud" is built as a
sonnet although it is a lyrical poem. Wordsworth employs figurative language such as comparisons,
personification, epithets and metaphors so as to express his feelings to the reader. As a sub–genre, "I
Wandered Lonely as

The Saussurian System
People usually speak because they want to communicate with one another. However, most people do
not realize that speech and language are not the same thing. Michael Agar (1994) says that speech is
how an individual uses language to communicate. Thus, speech is dependent on what a person says,
so "there'll be individual and social variation" (p.37). In comparison,
Swiss linguist Ferdinand de Saussure developed a model to explain language as a system consisting
of signs and symbols and the order in which these are placed is what "ties them together" (Agar
1994, p. 37). It has come to be known as Saussurian systems, which may seem abstract but can be
found in our everyday interactions. According to Saussure, "the symbol, the unit of study, the thing
one grabs on to and focuses on [is] a sign" (Agar 1994, p.39). He also said that a sign is made up of
two parts: the signifier and the signified. In his book, Semiotics: The Basics, Chandler (2002)
defines the signifier as being "commonly interpreted as the material (or physical) form of the sign–
it is something that can seen, heard, touched, smelled, or tasted" (p. 24). Therefore, "when the
perceivable sound (a signifier) means something (a signified) to the people who perceive it, then the
two together make up a sign..."(Agar 1994, p. 40). One of the examples we discussed in class was
how if you hear barking, you assume and come to the conclusion that there must be a dog nearby.
The signifier is the barking, and the signified

Contributions Of Ferdinand De Sassure
1. INTRODUCTION
Language is an important part of human society and plays a large role in the social process of
communications. Many approaches have been undertaken into the study and analysis. The different
stages of these studies have led to the advent of modern linguistics. This essay will focus of the
contributions of Ferdinand de Sassure to the development of modern linguistics. It will focus on a
few of the key concepts discussed and introduced by Sassure including structuralism and signs,
which contributed to the development of modern linguistics.
2. DEFINITION OF LINGUISTICS
Ferdinand de Sassure defined the scope and aims of what is known as modern linguistics as
describing all known languages and recording their history through tracing ... Show more content on
Helpwriting.net ...
The sound concept may be replaced instead by the signifier; the sound pattern or word that
represents or refers to the concept and the signified; the concept that is represented by sound pattern
or word. The signifier and the signified will then form the sign. For example, the concept of a key
can be represented by signifiers in different languages. In the English language, the object used to
open locks and other enclosures is represented by the signifier "key". In French, the same concept or
signified is represented by the signifier "la clef".
4. CONCLUSION
Ferdinand de Saussure's ideas laid a significant foundation for modern linguistics. His idea of
making the language structure the central focus of linguistics enables linguists to break up a
language into interconnected parts and analyse them individually. It also highlights the relationship
between a language and the individuals that utilise the language, a vice versa. He also explained the
relationship between sounds and utterances in a language and what they represent through
semiology. Understanding Sassure's ideas are an indispensable tool in understanding the
mechanisms of modern

The Literary Theory Of Structuralism
The literary theory of Structuralism attempts to explain the connections between concepts, images,
and people. Particularly, the French Structuralists utilize the concept of binary comparisons in order
to explain how everything relates to each other. This theory argues that people comprehend the
world around them by the understanding the differences between objects or ideas and other objects
or ideas, e.g. understanding the dark because it is not light. Children learn the concept of opposites
so that they can describe things; they discover the difference between big and small before they
understand the notions themselves. Therefore, by using the literary theory of French Structuralism,
readers can establish the binary differences between the two sets of lovers in Much Ado about
Nothing, explaining how the use of contrasting characters reveals the complexity of love, and
comments on society's conventions in Shakespeare's day.
A leading Structuralist Ferdinand de Saussure ascertains in "Course in General Linguistics" that "in
language there are only differences" (70). These differences make up the world, and comparing
them allows readers to have a deeper understanding of life. However, binaries must play off each
other within a context in order to have meaning. Gregory Castle offers the goal of Structuralism:
"Functional Structuralism is primarily concerned with language as it is manifested in social
contexts" (186). The social context is the construct that illuminates

Structuralism : Structuralism And Structuralism
2.2. STRUCTURALISM
As well as functionalism, structuralism has been influenced by the work of Durkheim, although the
basic thrust for its development comes from linguistics. The work of the linguist Swiss Ferdinand de
Saussure (1857–1913) was the first and more important source of ideas structuralist. Although
Saussure only wrote about the language, the ideas that developed were later incorporated into
numerous disciplines, both the social sciences and humanities.
Prior to the work of Saussure, the study of language basically consisted of a track changes in the
mode of using words. According to Saussure, this procedure ignores the central feature of the
language.
In any case we can identify the basic features or structures of the language by looking only at the
words that people use when they talk about (de Saussure, 1974). The language consists of a set of
rules of grammar and meaning than"back" of the words, but that is not explicit in them. By put an
example simple: in English is added normally the ending "ed" to a verb when is want to indicate that
something has happened in the last. This is one of the thousands of grammar rules every speaker of a
language known and used to build what he says. For Saussure, analyze the structures of the language
means attend to the rules that underlie to the speaks. The majority of them them know of a way
implicit: not could explain easily in what consist. In fact, the work of Linguistics is make evident
what we know implicitly, but in

Saussure 's And Diachronic Perspectives
SAUSSURE'S
SYNCHRONIC AND DIACHRONIC PERSPECTIVES
ASSIGNMENT BY: MANASWITA CHAKRABORTY DEPT. OF LINGUISTICS MA 1st
SEMESTER ROLL NO: 34
INTRODUCTION
One of the major consequences of the arbitrary nature of sign, is the distinction made between the
synchronic and diachronic study of language by the Swiss linguist and semiotician Ferdinand De
Saussure. Regarding the debate surrounding the perspective, it has been suggested by Saussure's
critics that in trying to distinguish between these two, and in granting priority on the synchronic
nature of study over the diachronic one, he was to a great extent ignoring the historical entity of
language. Inspite of the distinction made by Saussure, he believed that both kind of facts are
intertwined. Hence it raised a paradoxical situation.
SYNCHRONIC AND DIACHRONIC STUDY OF LANGUAGES
Synchronic study of language refers to the study of the linguistic system in a particular state without
taking the time period through which it has evolved into consideration. Here the languages are
treated as self contained systems of communication at any specific time without taking it's history
into account.
In contrast to the synchronic study of languages, is the diachronic study which studies the evolution
of a linguistic system over a period of time and are treated

Semiotic Analysis : Be Delicious, Perfume Print...
In contemporary society, advertisings are everywhere, attracting individuals to various products and
services via a range of media. Through the use of a semiotic analysis, it can effectively help to study
how signs used in advertisements connote different myths and ideologies. This idea of semiotics is
proposed by Ferdinand de Saussure and Charles Peirce who both suggest that signs are used to
conceptualised the world by communicating meanings and being the means of access to thought or
reality which individuals have (Bignell, 1997). A sign is the combination of its signifier and
signified for which the signifier is the vehicle or written marks that are used to convey a word
whereas the signified is the concept that is evoked by the signifier (Bignell, 1997). These meanings
and thoughts relate to the way individuals perceive and understand the real world beyond the
advertisements. Therefore, this essay will adopt a semiotic analysis to deconstruct the signs, myths
and ideologies in the DKNY 'Be Delicious' perfume print advertisement and ultimately examines the
messages that the advertisement wants to bring out. This advertisement encodes two major
significatory structures in which I will first examine how it connotes the myth of women as primal
temptress and the myth of feminine beauty. Then, I will explore the ideology of the simplistic
cosmopolitan culture as presented by the iconic signs and texts in the advertisement. Finally, based
on these two significatory structures,

Prejudice In The Lion King
My process of semiosis is one of peaceful tranquility. In Dustin Kaufman's creative, semiotic
process, there is no cacophonous storm that immediately follows the relaxing calm nature in which I
strive to work. There is just that: calm. Ironically, my work is almost entirely made up of calamitous
actions. Guns, death, and blood. Bullets tear through flesh in an orgy of stylish gore; a rape of the
senses. The kind of stuff that sends shivers speeding up the spines of the decent and politically
correct whilst bringing a gleeful yet euphoric sense of joy to both the audience and creator. Like
most boys growing up in the suburbs, I had a very violent upbringing. I hit the streets daily,
performing various seedy tasks for equally ... Show more content on Helpwriting.net ...
I crafted an absurd tale of a student, fed up and bored with the monotony of school work, who takes
a drug trip where he meets a very intense yet motivational Jesus Christ, who helps guide him. To
me, the media creator, this film was a fun, completely senseless, for lack of a better word, retarded
romp of action and comedy which was warmly received by faculty and peers, and the online
audience as well, coming in with several thousand views on YouTube. I was immensely pleased
with the outcome, but left both puzzled and humbled by the feedback of one of my professors, who
saw not just a goofy short, but a riveting social commentary detailing the creative oppression young
people face. Obviously, I did not craft the film with such ideas in mind, but if there is one thing
Columbia has instilled in my brain it is that human beings will attach meaning to everything. If there
were ever a catalyst that inspired Dangerous Lack of Cheese, it is without a doubt the feedback of
my one professor. It comforts me to know that my immensely sarcastic, absurdist creative identity is
largely a scarcity here at Columbia. It helps keep me focused and unique, as well as complimenting
my relaxing process of

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