1. Semiotics Reading images

2. Finding meaning Images contain ‘devices’ to deliver their meaning: Signifiers

4. Finding meaning Linguistic signifiers – words, text, captions that we read

5. Finding meaning Linguistic signifiers – words, text, captions that we read Iconic signifiers – visual elements that we recognise

6. Linguistic signifiers Words, titles, captions

8. Linguistic Signifiers San Pelegrino ‘Live in Italian’ ‘At home in Italy and around the world’

9. Non coded iconic signifiers What is actually there? What can we see? Denotation What a robot or an alien would see - without emotion or prejudice

10. Non-coded iconic signifiers Kitchen People Table Pasta Daylight Smiles Fruit Wine Bottled water

11. Coded iconic signifiers Things we learn to ‘read’ informed by experience and culture Connotation Affected by what we know –who we are, where and when we live

12. Coded iconic signifiers Family home Warm climate, sunlight Lunchtime - not an evening supper Table full of good food & home cooking Beautiful, healthy, happy people Nice clothes Connotations - knowledge we can apply to clues

14. Additional coded signifiers Simple, elegant design White, green and red – colours of the Italian flag Light blue has a clean and pure connotation

15. Additional coded signifiers BW photography = classic, timeless La Dolce Vita – Frederico Felini 1960

17. Additional coded signifiers Angled verticals = snapshot Snapshot aesthetic = authentic

19. Signified The total sum – the concept, the meaning, indicated by the signifier(s) Created by the perceiver Linguistic + Non-coded + Coded All-together, make signified(s)

20. Signified Romantic idea of a functional, middle- class family unit enjoying healthy, home cooking together during an everyday meal, in a warm climate.

21. Buy some expensive bottled water and your life might get a bit better

23. Signifiers Linguistic: Marlboro (lights)

24. Signifiers Linguistic: Marlboro (lights) Non-coded: horse, man, hat, sun, long grass

25. Signifiers Linguistic: Marlboro (lights) Non-coded: horse, man, hat, sun, long grass Coded: cowboy, macho, confident rider, sunset/dawn, outdoor lifestyle, individual, freedom, movie star, hero, silhouette, mystery-man

27. Signified Cowboys smoke Marlboro cigarettes Cowboys are cool and individual Smoking is cool Light = less harmful

28. Signified You could be a cool, individual, good guy doing something not as harmful as it might be