Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Semiotics for beginners


Published on

Published in: Technology, Business
  • Login to see the comments

Semiotics for beginners

  1. 1. Semiotics for beginners
  2. 2. Values: inside-out/ outside-in S x RValues of Values ofSender ReceiverExpress Link to own values: like/ dislikeValues ofBrand/ product/ service EFFECTAnalyze what is expressed: semiotics CommunicationKnowledgeCenter 2
  3. 3. Influence of values on effect Values CommunicationKnowledgeCenter
  4. 4. Message -[x]->and semiotics• Messages in media are verbal & visual. – Meaning of visual messages can be analyzed by semiotics. – Meaning of verbal messages can be analyzed by text analysis. CommunicationKnowledgeCenter 4
  5. 5. Semiotics Basically, semiotics is the study of signs and their meanings! Signs include words, gestures, images, sounds, and objects. According to Ferdinand de Saussure, a founder of modern semiotics, sign consists of two parts: the signifier (the form which the sign takes) and the signified (the concept represents). The word “brother”. The concept “brother”. CommunicationKnowledgeCenter 5
  6. 6. Semiotics For example, an everyday example is a stop sign. In this example, the physical sign is the signifier. The concept of stopping is the signified. =the signifier STOP!!! =the signified CommunicationKnowledgeCenter 6
  7. 7. Semiotics However, signfiers can have multiple signifieds. Take the color red for example: APPLEFIRE RED Love Blood CommunicationKnowledgeCenter 7
  8. 8. CommunicationKnowledgeCenter 8
  9. 9. De Saussure:relation between physicalform of a sign and itsmeaning 9 CommunicationKnowledgeCenter
  10. 10. Signs are arbitrary• A sign must have a signifier and a signified• Sometimes we use the same signifier for different signifieds (so one word for different concepts)• It is just a random agreement we made and you can always question this agreement CommunicationKnowledgeCenter 10
  11. 11. Semiotic analysisThree steps (Geursen 1997 p102-103)1.Analyze verbal signs What you see2.Analyze visual signs Interpretation3.Analyze symbolic message CommunicationKnowledgeCenter 11
  12. 12. Exercise: Semiotics forbeginners • Find your own values by doing the test on: • Make a semiotic analysis of an advertisement – according to Geursen. • Conclude from this semiotic analysis what is expressed in the advertisement: what does this advertisement mean? • Link these meanings to your own values. • Explain why you like/ not like this advertisement, based on the link between your values and the meaning of the advertisement. CommunicationKnowledgeCenter 12
  13. 13. EXAMPLE:Semiotic analysis ofad “Fight Cancer”Signifiers (What yousee):1.Text “Fight Cancer”.2.Strong black-whitecontrast.3.Picture style as intotalitarian propaganda.4.Woman because oflong hair, feminine face.5.Woman looks to theleft.6.Holds sword.7.Snakes attached tosword. CommunicationKnowledgeCenter 13
  14. 14. EXAMPLE: Semiotic analysis of ad “Fight Cancer” Signifiers (What you see): 1.Text “Fight Cancer”. 2.Strong black-white contrast. 3.Picture style as in totalitarian propaganda. 4.Woman because of long hair, feminine face. 5.Woman looks to the left. 6.Holds sword. 7.Snakes attached to sword.Signified (Interpretation):• “Fight” seems to express masculine values (men are from Mars ♂).• Masculinity also is expressed in the totalitarian style.• Sword underlines fight & masculinity.• Looking to the left is looking against reading direction; stresses fight against.• Black-white contrast seems to stress good-bad duality.• Picture of woman because this is an ad for women so, women can identify.• Snakes express symbol for medical profession. CommunicationKnowledgeCenter 14