Semiotics is the study of signs and how they convey meaning. There are two main models used in semiotics. Peirce's model views a sign as having three components - the sign itself, the object it refers to, and its interpretant or mental concept. Ogden and Richards developed a similar triangular model relating the symbol, referent, and reference. Saussure's model focuses on how signs relate to each other within a system. It views a sign as having two parts - the signifier, its physical form, and the signified, its mental concept. Semiotics sees meaning as created through the relationship between signs and the reader's interpretation based on their experience.

1. INTRODUCTION TO SEMIOTICS
JANARDHAN. J

2. SUPREMACY OF COMMUNICATION…
 World is surrounded with mediated images
 Images gradually maintain their supremacy in
communication
 Reading was weakened by Watching and listening
 Messages are combined with words and pictures equally
 Sings appear in various ways; they can be written/ oral /
any kind of sound visual image

3. WHAT IS SEMIOTICS…?
 The study of sign and the way it works-Semiotics or Semiology
 Sign represents complex facts, not through words or sounds
 But through visual carrier of meaning
 It consists the study of different varieties of signs
the conveying of meaning
the way it relate to the people
In the Semiotics, the focus & its attention primarily on the text
The linear models give the more attention on text
The receiver or reader, is seen as playing a more active role in
semiotics

4. WHAT IS SEMIOTICS…?
 Semiotics prefers the term ‘reader’ to ‘receiver’
 Because, it implies both a greater degree of activity
 The reading is something we learn to do
 The reader helps to create the meaning of the text
 By bringing to it his/her experience, attitudes, and
emotions.

5. BASIC CONCEPTS…
 All the models of meaning share a broadly similar form
 They concerned with three elements
The Sign
That to which it refers and
The Users of the sign
 The sign is something physical, perceivable by our senses
 It depends upon recognition by its users

6. PHILOSOPHER MODEL OF MEANING
 We have two influential models for study the meaning
C.S Peirce- Philosopher and logician model
Ferdinand de Saussure-The linguist model

7. PHILOSOPHER AND LOGICIAN MODEL
 Peirce sees the sign as the three points of a triangle
 Each angle is closely related to the other two
 It can be understood only in terms of the others.


8. PHILOSOPHER AND LOGICIAN MODEL...
 The sign consists of its physical form and an associated mental
concept
 This concept is an anxiety of external reality.
 The sign relates to reality only through the concepts of the
people who use it.
 Peirce and Ogden and Richards have explained how signs
signify
 They identified a triangular relationship b/w the sign, the user,
and external reality

9. PHILOSOPHER AND LOGICIAN MODEL...
 A sign is something which stands to somebody for
something in some respect or capacity.
 It can be understood only in relation to the others.
 A sign refers to something other than itself
 The object-is understood by somebody
 It has an effect in the mind of the user

10. PHILOSOPHER AND LOGICIAN MODEL...…
 The interpretant- is not the user of the sign
 But, it is a mental concept produced by both the sign and
the object.
 The semiotic models make no distinction between encoder
and decoder.
 Decoding is as active and creative as encoding.

11. OGDEN AND RICHARDS MODEL …

12. OGDEN AND RICHARDS MODEL …
 They derived a very similar triangular model of meaning
 Referent and Reference are directly connected
 But, the connection between symbol and referent is
indirect or imputed
 Ogden and Richards put the symbol in the key position
 Our symbols direct and organize our thoughts or
references
 Our references organize our perception of reality

13. FERDINAND DE SAUSSURE …
 Saussure' model primarily interested in language

14. FERDINAND DE SAUSSURE …

15. FERDINAND DE SAUSSURE …

SAMPLE
SIGN Magazine advt.
SIGNIFIERS
An image of a man and a woman embracing each other
while smiling and having a glass of drink in their hands.
SIGNIFIED
A perfectly harmonious couple, happiness, beauty,
health, pure love and romanticism

16. FERDINAND DE SAUSSURE …
 Saussure' model primarily interested in language
 This model is more concerned with the way sign is
related to other signs
 The sign is physical object with a meaning
 It consists of a signifier and a signified
 The signifier is the sign’s image as we perceive it
 The Signified is the sign’s Images as we understand the
mental concept

17. THANK YOU