Semiotics!
Definition; Semiotics, also called semiotic studies is the study of signs and sign processes (semiosis), indication, designation, likeness, analogy, metaphor, symbolism, signification, and communication.
In this blog I will write about what we learnt in our lesson on 11/9/2012.
KEY TERMS/POINTS.
1900's- Linguistics = Study of language.
founded by De Saussure.
1950's- Systems of signs.
founded by Barthes.
- a 'signifier' (signifiant) - the form which the sign takes;
- the 'signified' (signifié) - the concept it represents.
The relationship between the signifier and the signified is referred to as 'signification', and this is represented in the Saussurean diagram by the arrows. The horizontal line marking the two elements of the sign is referred to as 'the bar'.
If we take a linguistic example, the word 'Open' (when it is invested with meaning by someone who encounters it on a shop doorway) is a sign consisting of:
- a signifier: the word open;
a signified concept: that the shop is open for business.
As an example...
First and foremost, this advert is advertising a watch. Semiotics is used because of the similatity between the model and the watch. She is a very pretty woman, slick and sophisticated. This is used to resemble the watch. Her posture is in the same place as the watch, so we automatically make this link.
This is how film directors, authors and all other media designers of media texts, use Semiotics to place more meaning into an object or a SIGN.
So...
Semiotics is the science of signs.. that media advertisers use to place more meaning into media texts. It allows media to be taken apart - deconstructed - to show how meaning can be conveyed in media :)
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