Semiotics History Of Semiotics – Aslem The Meaning of a sign – Scott The Use of Semiotics in Advertising and media – Tommy Application + Overview - Alex

History of semiotics

Hitchhikers Guide to Semiotics Semiotic beginnings in the 11th and 12th century Anselm of Canterbury ( )

Peter Abelard ( ), in many respects the most important author of the 12th century introduces a distinction, distinguishing between signs that simply signify (signa significantia) and signs that are, as significative signs (signa significativa)

Yet more History. Joy. genesis of an elaborate theory of signs in the second half of the 13th century Kilwardby points out that there are several ‘sciences of signs’ (diversae sunt scientiae de signis) according to the various kinds of signs

The Swiss connection The Swiss linguist Ferdinand de Saussure ( )

Key Figures Charles Sanders Peirce ( ( )Charles Sanders Peirce Charles William Morris ( )Charles William Morris Roland Barthes ( )Roland Barthes Algirdas Greimas ( )Algirdas Greimas Yuri Lotman ( )Yuri Lotman Christian Metz ( )Christian Metz Umberto Eco (b 1932)Umberto Eco Julia Kristeva (b 1941).Julia Kristeva Louis Hjelmslev ( )Louis Hjelmslev Roman Jakobson ( ).Roman Jakobson Claude Lévi-Strauss ( ) in anthropologyClaude Lévi-Strauss Jacques Lacan ( ) in psychoanalysis.Jacques Lacan

The Meaning of a Sign

“A sign is anything that can be used to tell a lie." - Umberto Eco

Signs

windows yahoo msn Internet explorer pepsi word shell

Hitler Bill gates A convict Al Capone Take your daughter to work

This is a famous painting by Rene Magritte called "The Treachery of Images." The caption at the bottom is French, it reads “This is not a pipe.” Actually it’s not a famous painting, it’s a digital image of the painting. Or, to be even more precise, a digital image of a photograph of the painting.

Many parts to a sign The Signifer - The signifier is any material that the thing signifies, e.g., words on a page or a picture. The Signified - The signified is the concept(meaning) that a signifier refers to.

Signifier = The word rose Signified = The mental image in your head of a certain type of flower

Signified #2 = The meaning behind both what the Signifier #1 and Signified #1 means or stands for. Signified #2 = The second meaning both of the Signifier #1 & Signified #1

Examples of semiotics today.

Everywhere you look. – Billboards – Magazines – Even transport – Anywhere that uses static advertisement. Companies use semiotics to sway the consumer. Some examples  Examples of Semiotics Today

Athletes departing from the starting line. Reflects on the product which is being promoted. Writing symbolises that the buyer will inherit the thrill of being an athlete. You might never be an athlete, but this game is the closest you will get. Examples of Semiotics Today – Example #1

The same applies with this advert: Tough man image. The advert says you need to be tough to play the game. In reality, this game is a simulation. You probably aren’t a tough guy, or ever will be. Examples of Semiotics Today – Example #2

A more psychological example: Known as the left-right conflict Try identifying the colour, not what the writing tells you. Prime example of semiotics Metaphorically, this is how adverts manipulate the consumer. Examples of Semiotics Today – Example #3

The most famous example of semiotics. by Rene Magritte Translates to ‘This is not a pipe’. It’s a picture of a pipe, not a pipe itself. Examples of Semiotics Today – Example #4

This is not an orange kettle…

…nor is this a cat smoking a cigarette..

-They’re only digital images on a presentation about semiotics. -The consumer cleverly uses imagery to generate sales. -Onto Mr. Fox for the overview…

Applications + Overview

Using semiotics What media? (Film, Imagery?) Audience? How is it going to be interpreted? Message?

What Media? Increasing use of signs and symbols in everyday media Digital media (Web, O/S etc) Traditional Media (paintings, posters, ads) Multimedia (Television etc)

Digital Media Often task related Make it blindingly obvious! Metaphors related to the real world (familiar or direct representation)

Traditional media A lot of free reign – allows you to say what the hell you want! Make it count! Remember Signifier +Signified

Multimedia Most effective form Sounds – set the mood Allsorts of visual effects possible

Overview Foundation in semantics Originated 11 th /12 th Century Key figures Ferdinand de Saussure + Charles Sanders Pierce

3 Main Types Symbolic Iconic Indexical

Messages through signs Umberto Eco Used Everywhere Awareness of interpretation

Useful links