Semiotics

Semiotics

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

Structuralism 

Sign - Meaning - Communicates 

Sign

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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.