This document discusses concepts related to visual communication and semiotics. It introduces key theorists such as Ferdinand de Saussure and Charles Sanders Peirce who studied signs and how meaning is derived. Saussure believed a sign is composed of a signifier and signified. Peirce categorized signs as icons, indexes, and symbols. The document also discusses how meaning can be interpreted through denotation and connotation, and how visual language uses techniques like vectors and participants similarly to linguistic grammar and syntax. Textual determinism and how images can be read in dominant, negotiated, or oppositional ways is also covered.
Narrative Image: The How and Why of Visual StorytellingDaniela Molnar
Explores the basics of how images communicate. Looks at various types of visual narratives. Presented to the Guild of Natural Science Illustrators at the 2011 national conference in Olympia, WA on July 12, 2011.
Narrative Image: The How and Why of Visual StorytellingDaniela Molnar
Explores the basics of how images communicate. Looks at various types of visual narratives. Presented to the Guild of Natural Science Illustrators at the 2011 national conference in Olympia, WA on July 12, 2011.
The cardinal rule of storytelling is- show, not tell. So, instead of using words on a page or dialogue in a film- symbolism is a tool which is used to communicate things visually. Symbolism refers to visual cues which are used to express various concepts. These symbols can take the form of animate and inanimate things.
Offering a very basic introduction to Globalization, this presentation seeks to re-frame previous discussions on Postmodernism within a broader political and social context.
John Berger, Ways of Seeing: Context, Meaning and AdvertisingRAPP UK
This presentation revisits John Berger's classic TV programme Ways of Seeing and considers how new contexts of consumption - eg. the internet and social media - might be informing new meanings. The presentation was intended to start a conversation about digital marketing of various types and to ask whether the advertising industry erodes truth. Ugly grey boxes represent elements of my voice over, including links to YouTube clips I used to better illustrate some points.
the symbolic messages of two pairs of advertisements (perfumes and cigarettes) are decoded using semiotic analysis in order to compare the different strategies that are utilized to target different customer groups according to demographic variables such as gender and age. The findings of the semiotic analysis are discussed from the point of view of effective advertising campaigns.
The cardinal rule of storytelling is- show, not tell. So, instead of using words on a page or dialogue in a film- symbolism is a tool which is used to communicate things visually. Symbolism refers to visual cues which are used to express various concepts. These symbols can take the form of animate and inanimate things.
Offering a very basic introduction to Globalization, this presentation seeks to re-frame previous discussions on Postmodernism within a broader political and social context.
John Berger, Ways of Seeing: Context, Meaning and AdvertisingRAPP UK
This presentation revisits John Berger's classic TV programme Ways of Seeing and considers how new contexts of consumption - eg. the internet and social media - might be informing new meanings. The presentation was intended to start a conversation about digital marketing of various types and to ask whether the advertising industry erodes truth. Ugly grey boxes represent elements of my voice over, including links to YouTube clips I used to better illustrate some points.
the symbolic messages of two pairs of advertisements (perfumes and cigarettes) are decoded using semiotic analysis in order to compare the different strategies that are utilized to target different customer groups according to demographic variables such as gender and age. The findings of the semiotic analysis are discussed from the point of view of effective advertising campaigns.
My Presentation for a sample 30mins class for my PhD course "Academic Teaching".
Credits to:
- Mazzali-Lurati S., Cantoni L., (2005), Semiotics of Photography, in
Keith Brown (ed.), ELL - Encyclopedia of Language & Linguistics.
Elsevier, Oxford, 2nd edition, v. 9, pp. 569-571.
- Rose, G. (2007), Visual Methodologies: an introduction to the
interpretation of visual materials, London, SAGE, cap. 5, pagg.
74-106.
Is a picture worth 1,000 words? Textual AnalysisDeborahJ
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This slide deck introduces the audience to semiotics, a discipline of social sciences that extends to structural linguistics to the analyses of verbal, visual, and spatial sign systems. Semiotics exceeds the rhetorical or content analyses of brand meaning as it casts light on cultural codes that structure the phenomenal world into semantic categories that implicates customers in the brand world. Sudio Sudarsan demonstrates the application of semiotics to brand building using a century-old brand, the Muthoot Group.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
The Roman Empire A Historical Colossus.pdfkaushalkr1407
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Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
This is a presentation by Dada Robert in a Your Skill Boost masterclass organised by the Excellence Foundation for South Sudan (EFSS) on Saturday, the 25th and Sunday, the 26th of May 2024.
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Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
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It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
Ethnobotany and Ethnopharmacology:
Ethnobotany in herbal drug evaluation,
Impact of Ethnobotany in traditional medicine,
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2. Graphic Ideology:
Visual communication, propaganda or persuasion
Semiotics Semiology
Charles Sanders Peirce
(1839-1914)
Ferdinand Saussure
1857-1913)
The study of signs
Semiotics
3. What's in a name? that which we call a
rose by any other name would smell as
sweet;
(Romeo and Juliet. W. Shakespeare)
Rosa
Roos
Ros
Ruusu
Posa
Bunga mawar
Warda
5. ‘Everything is based on relations’
(Saussure, 1915/1969, p. 123)
A sign has two inseparable parts: the signifier
and the signified. The signifier is what is used
to create meaning (verbal, written or visual). The
signified is the idea it represents. When we see
the word ‘open’ (signifier) outside a shop we know
that it is communicating ‘this shop is open for
business’ (signified).
Open for business
6. ‘Everything is based on relations’
(Saussure, 1915/1969, p. 123)
According to Saussure a sign is made up of
phonemes. These are sounds which combine
to make meaning.
“These noises can only be judged as language
when they attempt to communicate an idea”
(Crow, 2007)
D’, O’, G’
7. The word ‘dog’ and a picture of one do not signify in the
same way, so it is safe to say a theory of semiotics based
on linguistics will fall short of offering a complete account
of visual signification (Iverson 1986, p. 85)
Charles Sanders Peirce
(1839-1914)
8. Saussure was ultimately concerned with the structure
(langue) rather than the use of language (parole)… Peirce
was concerned with the world we inhabit and how we use
language and signs to understand the world (Noble &
Bestley 2011, p. 92)
Charles Sanders Peirce
(1839-1914)
Interpretant Similar to Saussure’s signifiedt
Icon An iconic sign has a physical
identifiable resemblance to
that which it represents
Index While culturally dependant
indexical signs have logical,
linked associations
Symbol These signs have no logical
connections to what they
represent
12. Visual language is a combination of the
iconic, indexical and the symbolic
13. Denotation…connotation
• 'Denotation' tends to be described as the definitional, 'literal',
'obvious' or 'commonsense' meaning of a sign. In the case of
linguistic signs, the denotative meaning is what the dictionary
attempts to provide… the definitional, 'literal', 'obvious’
'commonsense' meaning of a sign. In the case of linguistic
signs, the denotative meaning is what the dictionary attempts
to provide. (Chandler, 2002)
14. Denotation…connotation
• ’Connotation refers to the range of secondary meanings,
either intended or unintended within a form of communication
(such as text; written, verbal or visual): the range of meanings and
intepretations of an object or thing, its qualities and impressions in
the eyes of the reader (Noble & Bestley, 2011)
15. Addresser Addressee
Encode
(the message/signal)
Decode
(interpret the message/signal)
Encode-decode. First coined by Hall (1973)
Addresser-addressee. First used by Jacokbsen (1960)
16. “Meaning is not ‘transmitted’ to us—we actively create
it according to a complex interplay of codes or conventions
of which we are normally unaware”
(Chandler, 2002, p.14).
Addresser Addressee
Encode
(the message/signal)
Decode
(interpret the message/signal)
17. Syntax
All that is necessary for any language to exist is an
agreement amongst a group of people that one thing
will stand for another (Crow, 2007, p. 20).
• What's in a name? that which we call a
rose By any other name would smell as
sweet;
What's in a name? that which we call a
rose By any other name would smell as sweet;
18. Visual language, grammar and syntax
“What is expressed in language through the choice between
different word classes and clause structures, may, in visual
communication, be expressed through the choice between
different uses of colour or different compositional structures”
(Kress & van Leeuwen, 2006, p. 2).
“ two kinds of participants, represented participants (the people ,
the places and things depicted in images), and interactive
participants (the people who communicate with each other
through images, the producers and viewers of images ”
(Ibid, p. 119).
19. Participants, circumstances, vector,
actor, goal,
Signified: Books are magical methods of
transport. Signifier: A book metamorphosed
into a flying carpet. Vector: Left to right
diagonal movement in perspective. Actor:
figure on flying carpet. Participants:
a variety of objects and figures.
Circumstances: participants which are less
essential for meaning to be made. Goal: A
book metamorphosed into a flying carpet is
carrying a person to dreamland
(dreamland is mentioned in original written
text).
Vector— the action taking place
Goal— the intended outcome
Actor— the dominant image
Actor
Goal
Vector
21. Textual determinism
Three reading structures involved in semiotic analysis
(Hall, 1980)
Hegemonic/preferred/dominant
Negotiated
Oppositional
“An important requirement of successful advertising is clear
reception of a message with minimal or no awareness of the
technicalities of the manipulation. If everyone analysed
every advertisement, advertising would lose considerable
money” (Kellehear, 1993, p. 44).
22. Hegemonic reading
Denotation
Cowboy smoking
cigarette in outdoor
setting
Connotation
Freedom
Independence
Hard work
Masculinity
Alpha male
Rebellious
23. Hegemonic reading
Signified
Marlboro cigarettes
are for ‘real men’.
For moments of quiet
contemplation when its
time to get away from
the humdrum of
daily life.
Signifier
Male staring into
distance. Mountains
In background suggest
‘being away from it all’.
He is rugged, but clean
shaven, wears a clean
shirt, no tie so that he
appears relaxed and non
conforming. Cowboy
outfit acts as a metaphor
for being independent,
not one of the crowd.
24. Polysemy and Anchorage
Polysemy (noun)
The co-existence of many possible meanings
All images are polysemous; underlying their
signifiers, a ‘floating chain’ of signifieds, the reader
able to choose some and ignore others…
(Barthes, 1977, pp. 38/39)
anchorage”
In all these cases of anchorage, language (written,
verbal) clearly has a function of elucidation… anchorage
is a control, bearing a responsibility — in the face of the
projective power of pictures… the text thus has a
repressive value (Ibid, p. 40)
Roland Barthes
1915-1980
26. “our ordinary conceptual system, in terms of
which we both think and act, is fundamentally
metaphorical in nature” (Lakoff & Johnson, 200, p. 1)
(orientation) happy is up; sad is down (examples
‘my spirits rose, I fell into a depression’) (p. 15)
(ontological) the mind is a brittle object (example
‘I’m going to pieces’, ‘his mind snapped’) (p. 28)
(personification) inflation is a person (examples
inflation has robbed me of my savings’, inflation has
outwitted the best economic minds in the country’)
(p.33-34).
27. Signified Signifier
This brand
of chili is
hot
The bottle is
being held
like a lighter
Our association
with lighters
is transferred
to the chili
sauce. Lighters
give off heat
29. Denotative
(Describe what is in the picture)
Signified Signifier
The public only
An iceberg.
see the final ‘product’
of design. They don’t
see the ‘process’.
We know that when
we see an image of an
iceberg we are only
seeing 10% of it. The
rest lies underneath
unseen.
Robin Beaudry, 2014.
Connotative
(What does it ‘mean’)
33. “visual communication design is a reflective, decision-making
process that is concerned with the transfer of information
from various sources into a visually dominant communicable
form” (McAuley, 2009, p.28).