1. Semiology

2. Semilogy
 Definition: The study of SIGNS Examines how symbolic,
written and technical signs construct meaning
 Looks at how meaning is made and understood
 THE SIGNIFIER – The sign: a word, colour or image (i.e.
the colour BLUE)
 THE SIGNIFIED – The concept/ meaning/associations that
the sign refers to (i.e. BLUE is often associated with
sadness or the sea etc.)

3. Semilogy
 Signifier: Red rose with a green stem
Signifies: a symbol of passion and love -
this is what the rose represents
 Signifier: Brown cross
Signifies: a symbol of religion, or to be
more specific this is a symbol of
Christianity
 Signifier: Heart
Signifies: a symbol of love and affection

4. Meaning
 All media texts have 2 layers of meaning
 DENOTATIVE LEVEL : what you actually see
 CONNOTATIVE LEVEL : the meaning you associate with
what you see
 DENOTATIVE – surface meaning
 CONNOTATIVE – deeper or hidden meanings and
associations

5. Cultural importance
 How we read a sign will depend on our culture.
 In Britain white is considered to be the sign of purity and
innocence and is worn at weddings
 Yet in China white is the colour of mourning and is worn at
funerals
 So we can look at anything, posters covers and ask what
is being signified? But our reading would only be relevant
for our culture.

6. Three types of signifier
 ICON- where the signifier resembles the signified, a
photograph, a technical drawing, a pictorial representation
all imitate or copy aspects of their subject
 INDEX –has factual or causal link that points towards
subject. Wet streets would be a sign that it has rained,
smoke signifies fire, a nest image is the icon of a nest but
index of a bird
 SYMBOL – is where there is an arbitrary connection. Words
and what they signify