Semiotics

• Study of meaning 
• What things mean?
• How things mean?

Structuralism 

Sign - Meaning - Communicates 

Sign

-----------

Signified - Denotation (Literal understanding) - Connotation (Learned association) 

Myth

adverts build on myth, they tap into people motivations.

adds myth - Buying makes you happy, consumering makes you happy

                    - Women in adverts - Good looking 

Types of signs 

Onomatopoeic words - 'drip', 'plop' and 'bang' 

Chemical foods

Iconic qualities

Words

Index finger

Icon
Literal reference

• Portrait of person
• Onomatopoeic words
• Smell

Index

A sign that stands for something else 

• Logo - e.g. 'M' - McDonalds
• Pointing a finger

Symbolism

Stands for something in a arbitrary way, based on your knowledge and cultural consummations

• Colours -  e.g. Blue - Paradise 
• Book - e.g. Learning

Codes set filling

e.g.

1st set - Bread and filling 

Changeable - Type of filling 

Culture - e.g. France - Baguette 

The meaning of a text is connotated by its context.

Physical, Psychological & social - Situation in which a text is constructed. Ultimate signification. 

Analysis
Code, sign, signifier, signified, arbitrary, denotation, connotation, myth.

Semiotics: The science of studying signs. 

Meaning by Ferdinand De Saussure (Swiss Linguist): Method of analysing the structures that create meaning.

A code is a system of symbols or sign. 

'S' is a shape until we give it a meaning.
'Red' in England means danger. 'Red' in China means luck. 
Wearing a 'tie' is a sign. (Social behaviour and dress)


Signifier = Sound image
------------------------------
Signified = Mental image 

Signifier + Signified = Sign 

e.g

Signifier: = Word 'dog', sound 'dog', type 'dog', barking, picture, smell, colour. 
+
Signified: Mental concept of a dog.
=
Sign: Dog

The meaning of signs shift.
Meanings do not come from objects themselves but people.

By analysing the connotational content of cultural artefacts we can access meaning which can help us understand culture. 

Social stereotypes - Cultural codes
Women: Weaker, delicate. 
Men: Stronger.


Denotation: Basic understanding of dog, 'four legged creature', etc... 

Connotation: Associational meaning of dog, 'loyalty', 'companionship', 'walks', 'smell'. 

e.g

Uncle Sam Range.

Denotation: Party.

Connotation: Male dominance.

Myth: Barthe says that myth comes into play within the realm of connotation. 

All english myth goes into:

St Georges cross
Turkish man

Slayed a dragon for christianity and no paganism so people have culture.

English cross: Tribe, Superiorority, nation, underline polotics in the English nation. (Connotation)