SEMIOTICS

1. PT: To analyse and annotate a
magazine cover using media
terminology and applying semiotics
Key Theory: Semiotics
Semiotics is the study of signs.
Key Theorists: Saussure and Barthes

2. Masthead
Puff
Cover lines
Direct mode of
address
‘The Gaze’
Strapline
Barcode and
date
Feature article
cover line
Main Image
Accurate use of media
terminology is essential
for writing about media
texts. You must
however go beyond
simply labelling and
explore how meaning
has been created.

3. Label the main features of this cover
Masthead
Strapline
Barcode and
date
Feature article
cover line
Main Image
Puff
Cover lines
Direct mode of
address
‘The Gaze’
Accurate use of media
terminology is essential
for writing about media
texts. You must
however go beyond
simply labelling and
explore how meaning
has been created.

4. Semiotics

5. Analysing using semiotics
Sign
Signifier
The main image is black and white and can
be seen as a signifier.
A sign is anything in media that can be
seen to convey meaning.
Signified
Black and white photographs are
associated with the past, a by-gone era,
things that are classic/iconic. This signifies
Statham as an older actor one who we are
told is ‘Growing stronger with age’. He
contrasts against the brighter colours
around him but still looks comfortable
striking the well know Statham ‘hard-man’
pose linked to his famous roles.

6. Analysing using semiotics
Sign
Signifier
Statham’s hands are clenched into fists
which can be seen as a signifier.
A sign is anything in media that can be
seen to convey meaning.
Signified
Clenched fists are often associated with
violence and aggression. However this
contrasts with his casual stance and attire.
He appears more like a boxer, very much in
control. His clenched fists and side-on
pose may also be linked to Wolverine, who
also appears in this issue, perhaps
signifying some kind of super-human
strength or power.

7. Analysing using semiotics
Sign
denotation
The cover line ‘Build arms like this!’ is a
signifier. The imperative verb ‘Build’
denotes developing something over a long
period of time. The command itself speaks
directly to the reader and suggests they
too are capable of achieving Statham’s
physic. The arrow pointing directly to the
main image of his ‘arms’ also has
connotations of progress, of moving
forward or following. The direct link
between the cover line and the main
image guide the reader to the feature
article and imply that his ‘training secrets’
are ones they too should follow.
A sign is anything in media that can be
seen to convey meaning.
connotation

8. Annotate the text using semiotics
Connotation
Sign
Signifier
Signified
Denotation Accurate use of media
terminology is essential
for writing about media
texts. You must
however go beyond
simply labelling and
explore how meaning
has been created.

9. Colour connotations

10. House style
Colour
scheme
Typography
Numbers
Strength and
optimism
Assertive,
masculine, busy
Bold, capitals, clear
communication.
Makes a statement.
Factual, offer
range of ideas
and strategies

11. Questions for analysing
• Why might his shadow be significant?
• Why have they used a side angle shot?
• What connotations do the colour scheme and
fonts carry?
• Look at the imperatives and the opening
words to each cover line, what do you notice?
• Are there any similarities between the two
covers?

12. House style
Find three recent covers of a magazine of your choice
(2016-2017).
Copy them into Word or PP and annotate them to show
their similarities and explain what their house style
communicates about their brand.
Typography
Signifier
Signified