Semiotics Study of Signs.

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Presentation transcript:

Semiotics Study of Signs

Terminology Sign Something that stands for something else (“signifier”) Signified: What the sign means Signification Meaning / the act of signifying Decode To read signs Image: A collection of signs Codes Systems of signs (e.g., bridal codes) Denotation: Literal meaning Connotation: Ideology/Mythology

Semiotics & Graphic Design These are logo images (collections of signs). I am asking you to decode (to say what is signified), looking at both denotation and connotation.

De Saussure: Signs become defined by their differences with other signs in a system.

Barthes Denotation Connotation (Connotation obscuring Denotation)

Matthias Grunewald, Crucifixion, 1512-1515

Destabilization of a Sign Example: Concorde Jet The composition of a metal strip that led to the crash of an Air France Concorde in 2000 played a direct role in the tragedy, says a source in a French prosecutor's office. The primary cause of the accident in which 113 people were killed was found to have been a piece of debris from a DC-10 aircraft lying on the runway at Charles de Gaulle airport that shredded one of Concorde's tyres as it was taking off. Bits of tyre flew into the fuel tank, piercing it and starting the fire that sent the famous supersonic aircraft plunging into a Parisian suburb. The rogue strip of metal was made of titanium, which had a direct impact on the crash of Concorde, said the source in the northern town of Pontoise. An investigation in July 2001 found that the original DC-10 part was replaced by its titanium equivalent. Unlike titanium, that alloy "did not cut tyres", the inquiry found

Is this a symbol, icon, or index?

Symbol, Icon, or Index?

Symbo, Icon, or Index? Betty Crocker

Having the qualities of an icon Iconography: Use of icons Iconoclast Iconographic: Having the qualities of an icon Iconography: Use of icons Iconoclast Destroyer of Icons

Paradigmatic/syntagmatic

Critical Theory Some ideas that influence the way we read signs: Freudian (Psychoanalysis) Jungian Feminist Ethnic Marxist Semiotics

Freud: Id, Ego, Super Ego

Freud: Sublimation

Freud: Phallic Symbols

Freud: Phallic Symbols

Freud: “Penis Envy”

Freud: Fear of Castration