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  1. 1. Munyaradzi Tsodzo 210227869Blessed Mhungu 210226935Gerard Theron 209106999Elisha Chakanyuka 210226811Eugene Mafurutu 210227656Semiotics and Design
  2. 2. The study of signs and how they are perceived in a given human culture.An expert in semiotics is called a semiologist.Semiotics is also called linguistics because( Williums , 1976 : 28 ) (Ford, 2008)DefinitionSignified•Concept or ideaSignifier•the object itself•the objects formSign•icon or symbol(Chandler, 2011)
  3. 3. Ferdinand De Saussu•1857-1913(YUFind, 2010)Founding TheoristsCharles Pierce•1839-1914(IUPUI, 2013)
  4. 4. 1. Person witnesses the signHow Humans Respond To Signs2. Meaning is interpreted fromthe sign3. Person reacts according tomeaning.(Ford, 2008)•Denotative meaning:•connotative meaning:
  5. 5. Behavioral cues:•rituals,•social organization•cultural uses of symbols•emotional attachments to symbolsCommunication representations•speech•imagery (literary, media)•literature (i.e. mythology and lore)•clothing and fashion•popular media (print, television, film, etc.)Application of semiotic analysis•analyse consumer processes•identify patterns relating to innovative thinking.(Caesar,1982:65)(Caesar , M.1984)Semiotics is used to identify...
  6. 6. Phenomenology• Symbolism being formed from a persons experience of a memorable eventRelated QualitativeTheoriesHistoric Theory• Symbolism being related to past events and artefacts.Feminist Theory• Gender-related significance of signs and symbols.Ethnography• Cultural and social significance of signs and symbols(Goulding, 2013) (Benzies, 2009) (Barbara, 2010).Grounded Theory•Generating theories from the use of signs and symbols.
  7. 7. Ethnographic data capture•Photography and video footage of human behavior.•Prototyping or product testingMedia reviewCollection of archived media such as film and television reels print media marketing materialsBrand Audits•Identity, product, packaging, experience•Life-cycle assessment of brand-related sensory values.(Chandler,2007:90) (Deely, 1990:120)Tools Used For Semiotic Analysis
  8. 8. Martell Cognac Rebranding Campaign.•Bottles are deliberately shaped to mimic abstract sculptures.•Patterns are based on gemstone or jewellery designs.•Design reinforces association with aristocracy and luxury.Case Study #1(Creative Semiotics, 2011) (Shademati, 2012)
  9. 9. Lady Gaga, Telephone, 2010.•Use of controversial and shocking imagery throughout the video.•Strong anti-establishment and anti-Catholic symbolism in Lady Gagas music.•Use of taboo, or rebellious symbols are subjects of heated debates.Case Study #2(LadyGagaVEVO, 2010) (Vigilant Citizen, 2010) (Holdaway, 2013)
  10. 10. hgiggiDsfsfdsSemiotics and Design Theory
  11. 11. • Barbara, B. 2010 . Bio graphics . U.S.A :Department of Business administration at Ratgers The Stateuniversity of New Jersy. Pp . 14• Benzies , M. 2008 . Symbolic Interactionism theory . Canada : Faculty of Nursing University of Albertapress .Pp 4- 19• Caesar,M.1982.Theory of Semiotics.USA. Indiana University press.• Caesar , M.1984. Semiotics and the Philosophy of language, USA. Indiana University press.• Chandler,D.2007.Semiotics:The basics, Canada. Routledge publishers• Chandler, D. 2011. Semiotics For Beginners. Aberystwyth University. [online]. Available: [27 February 2013].• Creative Semiotics. 2011. Case Studies: Product Design. Creative semiotics. [Online]. Available: [2 March 2013].• Deely,J. 1990. Basics of Semiotics, USA. Indiana University press.• Ford, O. 2008. Semiotic Theory. The Stewardship. [Online}. Available: [28 February 2013].Bibliography
  12. 12. • Goulding, C. 2003 . Positivism versus interpretivism , UK . Wolverhampton University pp. 30-34.• Hjelm, S. 2002. Semiotics in product design. Kungliga Tekniska Högskolan• [Online]. Available: [03 March 2013].• Holdaway, X. Idol Worship: The Beautitudes of Lady Gaga. Religion & Politics. [Online]. Available: [27 February2013].• IUPUI. 2013. Charles S. Pierce. Purdue University Indianapolis. [Online]. Available:• [1 March 2013].• LadyGagaVEVO. 2010. Lady Gaga - Telephone ft. Beyoncé. Interscope Records & YouTube LLC.[online]. Available: [26 February 2013].• Shademati, L. 2012. Hennessy – comes from love. Lamiriposa. [online]. Available: [13 March 2012].• Vigilant Citizen. 2010. The hidden Meaning of Lady gaga’s “Telephone”. The Truth Seeker.[Online]. Available: [2 March 2012].• YUFind. 2010. Ferdinand de Saussure. Yale University Library. [online]. Available: [28 February 2013].