2. Definition of Semiotics
Semiotics is the theory and study of signs and
symbols in reference to textual language and
systems of communication.
3. Ferdinand De Saussure
Ferdinand De Saussure was a
linguist and is thought to be
the founder of semiotics
4. Ferdinand De Saussure
Saussure posed the question “Why does a word
mean what it means?”
He answered this question by developing a
system that could be applied to all words and all
signs.
5. Ferdinand De Saussure
He claimed that a sign is composed of 3
elements:
Signifier Signified
(image, sound or (The concept)
marks on paper)
Romance
& Love
Referent
Signified
(Real item) Signifier
Human
Heart
A sign makes sense
when it is a system of
other signs Referent
6. How do signs make meaning?
Strategy One: Strategy Two: Strategy Three:
Denotation Connotation Context & Language
● Denotation- means, ● Connotation-means that ● In the wrong context (in
making meaning other influences modify essay form for example)
through association, it the meaning of the sign the would be a
misspelling of the word
links directly to the
signifier and the
● While the image of the
heart indicates an organ,
● However in a magazine
referent advert for youths the
it has become
misspelling of the word
● It links certain associated with the idea takes on a new meaning,
signifiers with of love which is non-conformity
different meanings and rebellion
● Saints and holidays have
● These signifiers borrow incorporated this idea
●
meaning
e.g. The shape and ●
into culture
This gives the signified a
'LURVE'
the colour of a 'love second level meaning
heart' denotes the
human organ heart
7. How do signs make meaning?
Strategy One: Strategy Two: Strategy Three:
Denotation Connotation Context & Language
● Denotation- means, ● Connotation-means that ● In the wrong context (in
making meaning other influences modify essay form for example)
through association, it the meaning of the sign the would be a
misspelling of the word
links directly to the
signifier and the
● While the image of the
heart indicates an organ,
● However in a magazine
referent advert for youths the
it has become
misspelling of the word
● It links certain associated with the idea takes on a new meaning,
signifiers with of love which is non-conformity
different meanings and rebellion
● Saints and holidays have
● These signifiers borrow incorporated this idea
●
meaning
e.g. The shape and ●
into culture
This gives the signified a
'LURVE'
the colour of a 'love second level meaning
heart' denotes the
human organ heart
