Today’s asynchronous class I enjoyed your GoAnimate animation very much! ^^ Let’s start with this hilarious animation. http://goanimate.com/videos/0bTHJYrCA7uU (by Jennifer) Besides GoAnimate, there are similar tools (Katherine shared these) Devolver http://www.dvolver.com/live/movies-914016 Tellagmi   https://tellagami.com/gami/IAGR8B/

Also check these interesting optical illusion examples http://www.pixton.com/schools/comic/kfxmxuak (Heather C.) http://www.pixton.com/comic/gkd4n976 (Heather B.) Let’s move to today’s topic, Semiotics, study of signs. You already read(or will read) the article about symbols, so I hope it is not too hard to understand this topic.

(From Tufte, Edward. R. (2001). The Visual Display of Quantitative Information. Cheshire, CT: Graphics Press)

Communication model Shannon and Weaver’s Model of Communication (1949) Sender Receiver Sent signal Received signal Message Message Information source Transmitter Receiver Destination Noise source Anything that's added to the signal between transmission and reception that's not intended by the source. Noise source could cause misunderstanding in communication. For example, Jung’s accent could be noise  that confuse your understanding. Anything else you can think of as examples of noise? Write here. What about the noise or our inner voice that we hear. Sometimes our inner voice deters or translates what we hear and the full message a person is trying to communicate.

Communication model Schramm’s Model of Communication (1954) Sender Signal Receiver Encode Decode Sender’s Field of Experience Receiver’s Field of Experience Imagine that there is no overlap between purple circle and blue circle. What does that mean? Explain it. If there was no code there would be no overlap therefore the sender would not transmit to the receiver. 2. What would happen in communication? I suppose there wouldn’t be any communication. You wouldn’t be able to connect.

A Code A set of signs which carry meaning A set of agreed rules for combining those signs together Examples: Language Vocabularies Grammar Body language Bodily contact, Proximity, Posture, Head nodes, Facial expression, etc. Film Different camera shots, camera movements, lights, etc. Camera Shot Length: Long, Medium, Close-up, Extreme Close-up, etc. Angle Bird-eye view (establishing shot), High angle, Eye angle, Low angle, etc. Transition cut, fade, dissolve, etc. Camera Movement: Pan left/right, Tilt up/down, Dolly in/out, Truck

A Sign Charles Sanders Peirce (1931-58) “Nothing is a sign unless it is interpreted as a sign” Must be learned

Semiotics (Ferdinand de Saussure) The study (science, analysis) of signs Culture related Different sides of culture

Stop if you are dressed casually. What is this sign telling you? State here. Stop if you are dressed casually. Proceed if you are dressed appropriately. I’m assuming this is a church and proper attire is needed.

No pictures. No touch. No talk. What is this sign telling you (found from Louvre Museum)? State here. No pictures. No touch. No talk.

What is this telling you. Describe here What is this telling you? Describe here. No half-naked tourists allowed, only fully dressed tourists are acceptable. =)

Guess where I found (or you would find) this sign? In a cave of some sort or in a place that gets lots of snow and has icicles.

What do you think it says? .No patting the monkey. .No making eye contact with the monkey .No chasing after the monkey. .No handing the monkey any objects. .No giving food to the monkey.

Did you find something wrong in this sign Did you find something wrong in this sign? (I found this direction sign in a wedding hall in Japan) There are a number of different types of rooms listed. Are they all the same place? Also the type setting is different and then there is different languages going on. Very confusing.

Semiotics (Ferdinand de Saussure) The study (science, analysis) of signs The viewer must understand the meaning of the sign. Sign Culture related Different sides of culture Signifier Signified Sound, Image, Word, Gesture, etc. Idea, Concept

I was thinking about “home” (Signified), then put this picture, or spell “home” Signifier

Your signifier of HOME Think about “home” (signified: your abstract thought, idea, concept), then, put the signifier of “ your home” here. FAMILY

Review: Sign Your signifier of “home” is not the same as mine because of your signified. A signified and a signifier makes a sign. Again, a sign is made of the signifier AND the signified. Therefore, think about the signified whenever you see a sign. From http://users.aber.ac.uk/dgc/Documents/S4B/sem02.html

3 Types of Signs: Icons Icons Present qualitative characteristics Physical resembles what it stands for Some words Any Example? (think about words resembling the original sound; also called onomatopoeic words) Meow, oink, chirp Icon words: whisper, cuckoo, splash, crash, Bow-wow, hiccup

3 Types of Signs: Symbols Mostly words Arbitrary relationship Must be learned Non-word Symbols: Bald eagle for USA Traffic lights National Flag

3 Types of Signs: Indexes Physically linked Or based on cause and effect relationships Smoke is an index of 'fire'. natural signs: smoke, thunder, footprints medical symptoms: pain, a rash, pulse-rate measuring instruments: thermometer, clock, (http://users.aber.ac.uk/dgc/Documents/S4B/sem02.html )

What do you think about this title? State here. I think it’s the heavy metal version of Sound of Music. So I guess they traded the live orchestra for some electric bass and guitar.

If you did not like the typography of Sound of Music, in the previous slide, how would you change it? Post it here Sound of Music

Design a sign Avoid too much details Consider main function, relations, attributes Your task: Design your own visual symbol (no words) sending this message in the next slide. Do not text

Your visual sign for “Do not text!”

Semiotics and advertising http://www.uvm.edu/~tstreete/semiotics_and_ads/index.html Go to this site and start by click “here for the basic tutorial” After going through some slides, click “click here to continue” and keep going. Very interesting slides ^_^

Why do we care about semiotics? What is the application of semiotics in our life? Write down at least one specific example. (yes, you can search Internet for this answer.) Semiotics are just signs and symbols but not “things” themselves. However in our society we have linked a number of the signs to various things such as mascultinity, feminity, wealth, etc. Therefore semiotics plays a huge role in our environment and culture through the media and advertisement.

What attributes will you add to make this car more like a family car or luxury car. Go to the next slide.

What you would add to advertise this car is a family car What you would add to advertise this car is a family car? Draw, insert clip arts, OR write

What you would do to advertise this car is a luxury car What you would do to advertise this car is a luxury car? Draw, insert clip art, OR write

Thank you very much!! ^^ Upload this ppt into BB, and this is it for today’s asynchronous session. Please work on your final project (Visual tutorial). If you see the syllabus, a storyboard is 5 points of the final project. What is it? Whenever you work on a project, you need a blueprint (outline, storyboard, etc.) before developing it. The more detailed storyboard you develop, the more time and work you can save. As a teacher, I bet you would tell the same thing to your students before they jump in working on the actual project. So I need to see any form of your storyborad. You can use Word document, sticky notes on a big pager, or print out Powerpoint 3 page slide sheets (with squares on the leftside and lines on the right side), or whatever (if you google “storyboard”, you can find many templates) to develop your final project story. Show me a proof that you have a storyboard. Yes, you can take pictures of your storyboard and submit with the final project. Again, you have an option of NOT posting one of visual journals.

References http://www.geography.dur.ac.uk/teaching/level1/module3/3_7/docs/textanalysis_2.html http://www.aber.ac.uk/media/Documents/S4B/semiotic.html http://www.uvm.edu/~tstreete/semiotics_and_ads/ http://www.cultsock.ndirect.co.uk/MUHome/cshtml/index.html