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Semiotics Ferdinand de Saussure.

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Presentation on theme: "Semiotics Ferdinand de Saussure."— Presentation transcript:

1 Semiotics Ferdinand de Saussure

2 Sign signifier (DENOTATION) signified (CONNOTATION)

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16 Sign Rules All signs have connotations Connotations transfer

17 Signs and Connotations
temptation Teacher’s pet Clean teeth healthy food

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19 Connotations transfer.
Images, ideas or feelings, then, become attached to certain products, by being transferred from signs out of other systems (things or people..) to the products’ (Williamson , 1995: p.30)

20 A product can mean anything
Any product can have any connotations Advertising gives products connotations

21 Connecting an object with an object

22 Connecting an object with a world

23 Connecting the object with a person

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25 Branding bottle different logo

26 Sex

27 America (freedom, youth, power)

28 Christmas (happy, holidays, giving)

29 sex America Christmas

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31 sex America Christmas world harmony

32 The first time, the first kiss
Oh! what feeling is this? Electricity flows like the very first kiss The first time, the first Coke Oh! what feeling is this? Electricity flows like the very first kiss

33 sex America Christmas World harmony First kiss

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36 Cola Name favourites and order Name ones you would not drink Name ingredients

37 Cola Test For each cola give a mark out of 10 and guess which type it is.

38 Conclusion The chief executive of Coca-Cola’s advertising firms once said of Coca-Cola: “we’re selling smoke. They drink the image not the product” The connotations, not the object.

39 Levi’s Find the signs in the adverts that Levi’s want you to connect to jeans Eg Steam (connotation – hot/sex) Rocks (connotation – strength)


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