27 September 2018
VISUAL SEMIOTICS (WEEK 5)
Visual semiotics is a sub-domain of semiotics that analyses the way visual images communicate a message.A sign can be a word, sound, or visual image. Signs can mean anything we agree that they mean, as well as mean different things to different people.
Semiology is the science of ‘signs’ and their meanings. Meanings as socially produced, negotiated through signs and codes. In semiotics meaning may not be fixed and it is important to remember that language changes.
Common study for Graphic communication design
Saussure and Peirce
Saussure's model
Signified- Denote (fact)
Signifier- Connotation(representations or interpretations)
A sign is produced when 2 is brought together
language and linguistics
Peirce model
Philosopher and founder of American tradition of semiotics
Signifier is the representation
signified is arbitrary and interpretive(point of view)
The sign Connotations before Connotations now
Swastika Good luck, positivity, love, light, life,
happiness Nazis, death, genocide, hate, Jews, Germany, war
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Clowns Happy, silly, funny Sinister, scary, creepy, horror, fear, film character
Reference from: themediastudentsblog. (2018). Semiotics. [online] Available at: https://themediastudentsblog.wordpress.com/2016/06/23/semiotics/ [Accessed 27 Sep. 2018].
Exercises
Heart (write down words/phrases/ideas)
Denotation Connotation
Icon, Index and Symbol
Charles Sanders Peirce theorised that different types of sign have different relationships to their referent:
Icon – likeness to referent (e.g. photo of fire)
Index – close links to, points towards referent (e.g. smoke is an indexical sign of fire)
Symbol – arbitrary or socially constructed links to referent (e.g. ‘FIRE’ as written on paper/as a scientific symbol/hazard warning).
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metasymbol
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Genre Tropes (or "Codes")
Visual codes
Q: How does this poster use visual codes to appeal the audience?
A: lighting, glow,TESSA(technique, effect, audience, symbolize, alternative viewpoint.)
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Provocation
visual rhetorics
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Assignment 2: Storyboard
Communicating your findings:
enact: replicating meaning
illustrate: concept or abstract interpertation, stopmotion,timelapse,special effcts.green screen,custume design,make-up
construct: focus on events which would influence by design of space,environment,settings.
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evoke, provoke,entertain the audience
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context,detail
