This document provides an introduction to semiotics, which is the study of signs and their meanings. It explains that a sign consists of a signifier, which is the form the sign takes, and the signified, which is the concept it represents. An example given is that a stop sign's physical shape is the signifier and the concept of stopping is the signified. The document also notes that signifiers can have multiple signifieds and that the relationship between signifiers and signifieds is arbitrary. It outlines the three steps of semiotic analysis as analyzing verbal signs, visual signs, and the symbolic message. Finally, it provides an example of a semiotic analysis of an advertisement.
it talks about semiology, Semiotic Analysis which discuses about patterns of communication, defferentiation of ICON, INDEX & SYMBOLS, Semiotics of TV medium etcs
Well, I was given an assignment wherein two groups were made and given the same topic to present upon the winning team would get full marks and the losing one gets 50%.... here i give you the best presentation I have ever made in the pressure of getting full marks
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.
Notes from Beth E. Koch's presentation, "Perception of Typefaces: A Quantitative Visual Methodology" at SOTA's TypeCon, Milwaukee, Wisconsin, USA, August 5, 2012
i am not sure where i have acquired this so if you are the audience i apologise for not citing your creative and intellectual rights. I suspect I found it somewhere on here
it talks about semiology, Semiotic Analysis which discuses about patterns of communication, defferentiation of ICON, INDEX & SYMBOLS, Semiotics of TV medium etcs
Well, I was given an assignment wherein two groups were made and given the same topic to present upon the winning team would get full marks and the losing one gets 50%.... here i give you the best presentation I have ever made in the pressure of getting full marks
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.
Notes from Beth E. Koch's presentation, "Perception of Typefaces: A Quantitative Visual Methodology" at SOTA's TypeCon, Milwaukee, Wisconsin, USA, August 5, 2012
i am not sure where i have acquired this so if you are the audience i apologise for not citing your creative and intellectual rights. I suspect I found it somewhere on here
Week 3, Sign Symbol Logo
Presentation from Introduction to Graphic Design, Columbia College Chicago. Much of the content taken from readings, including the textbooks: Timothy Samara's "Design Elements" and "Design Evolution." Other references cited in presentation. Please note: many slides are intended for class discussion and might not make sense out of context.
In recent years our understanding of how humans make decisions has
improved considerably, but this has had little impact on most brand
planning. Messages and persuasion are still central to the majority of briefs.
This paper proposes a new way of looking at brand communication by
broadening the perspective from explicit messages to implicit signals.
Viewing brand communication through the lens of messaging can result in
brands missing opportunities and at worst contradicting themselves with
their behaviour. Brands need to consider how they communicate implicitly
and ensure that these signals reinforce their values in every way possible.
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2. Values: inside-out/ outside-in
S x R
Values of Values of
Sender Receiver
Express Link to own values: like/ dislike
Values of
Brand/ product/ service EFFECT
Analyze what is expressed: semiotics
CommunicationKnowledgeCenter 2
4. Message -[x]->
and semiotics
• Messages in media are verbal & visual.
– Meaning of visual messages can be analyzed
by semiotics.
– Meaning of verbal messages can be analyzed
by text analysis.
CommunicationKnowledgeCenter 4
5. Semiotics
Basically, semiotics is the study of signs and their meanings!
Signs include words, gestures, images, sounds, and objects.
According to Ferdinand de Saussure, a founder of modern
semiotics, sign consists of two parts: the signifier (the form
which the sign takes) and the signified (the concept represents).
The word “brother”.
The concept “brother”.
CommunicationKnowledgeCenter 5
6. Semiotics
For example, an everyday example is a stop sign. In this
example, the physical sign is the signifier. The concept of
stopping is the signified.
=the signifier
STOP!!! =the signified
CommunicationKnowledgeCenter 6
7. Semiotics
However, signfiers can have multiple signifieds. Take the color
red for example:
APPLE
FIRE RED Love
Blood
CommunicationKnowledgeCenter 7
10. Signs are arbitrary
• A sign must have a signifier and a signified
• Sometimes we use the same signifier for
different signifieds (so one word for
different concepts)
• It is just a random agreement we made
and you can always question this
agreement
CommunicationKnowledgeCenter 10
11. Semiotic analysis
Three steps (Geursen 1997 p102-103)
1.Analyze verbal signs What you see
2.Analyze visual signs
Interpretation
3.Analyze symbolic message
CommunicationKnowledgeCenter 11
12. Exercise: Semiotics for
beginners
• Find your own values by doing the test on:
http://webspace.ship.edu/cgboer/valuestest.html
• Make a semiotic analysis of an advertisement –
according to Geursen.
• Conclude from this semiotic analysis what is
expressed in the advertisement: what does this
advertisement mean?
• Link these meanings to your own values.
• Explain why you like/ not like this advertisement,
based on the link between your values and the
meaning of the advertisement.
CommunicationKnowledgeCenter 12
13. EXAMPLE:
Semiotic analysis of
ad “Fight Cancer”
Signifiers (What you
see):
1.Text “Fight Cancer”.
2.Strong black-white
contrast.
3.Picture style as in
totalitarian propaganda.
4.Woman because of
long hair, feminine face.
5.Woman looks to the
left.
6.Holds sword.
7.Snakes attached to
sword.
CommunicationKnowledgeCenter 13
14. EXAMPLE:
Semiotic analysis of ad “Fight
Cancer”
Signifiers (What you see):
1.Text “Fight Cancer”.
2.Strong black-white contrast.
3.Picture style as in totalitarian propaganda.
4.Woman because of long hair, feminine face.
5.Woman looks to the left.
6.Holds sword.
7.Snakes attached to sword.
Signified (Interpretation):
• “Fight” seems to express masculine values (men are from Mars ♂).
• Masculinity also is expressed in the totalitarian style.
• Sword underlines fight & masculinity.
• Looking to the left is looking against reading direction; stresses fight against.
• Black-white contrast seems to stress good-bad duality.
• Picture of woman because this is an ad for women so, women can identify.
• Snakes express symbol for medical profession.
CommunicationKnowledgeCenter 14
Editor's Notes
Looks at how messages are organized structurally and how this affects meaning It is the study of signs Not only about spoken and written language, but also about non verbal communication In most Western cultures a brother is a man with the same father and/ or mother as you have. Some people (like Snoop Dogg) say brother to people they trust. Priests call each other brother. SO same word, different concepts. xxxxxxxxxxxxxxx 08/16/12 xxxxxxxxxxxxx
On this sign they made a very obvious link between the sign and the thing in reality. So the signification is obvious. It would of course have been easier to use the word banana.