Semiotics

• 1. SEMIOTICSKGV Media

2. KEY TERM: SEMIOTICSDefinition: The study of SIGNSExamines how symbolic, written and technical signs construct meaningLooks at how meaning is made and understood 3. KEY TERMS:SIGNIFIER & SIGNIFIED THE SIGNIFIER The sign: a word, colour or image (i.e. thecolour BLUE) THE SIGNIFIED The concept/ meaning/associations that thesign refers to (i.e. BLUE is often associated with sadness or thesea etc.) 4. SIGNIFIER & SIGNIFIED:EXAMPLES Signifier: Red rose with a green stem Signifies: a symbol of passion and love - this is what the rose represents Signifier: Brown cross Signifies: a symbol of religion, or to be more specific this is a symbol of Christianity Signifier: Heart Signifies: a symbol of love and affection 5. TASK: GREENWHAT DOES GREEN SIGNIFY? 6. TASK: PINKWhat does thecolour pink signifywhen used on thismagazine cover? 7. TASK: WHAT DO THE FOLLOWING SIGNSSIGNIFY? MAKE A LIST OF ALL THE MEANINGSAND ASSOCIATIONS YOU CAN THINK OF FOREACH SIGNIFIER:B A C ED 8. A: BARBIE DOLL 9. B: HAMBURGER 10. C: THE STATUE OFLIBERTY 11. D: BUS 12. E: NIKE SWOOSH 13. SIGNS & CULTURAL DIFFERENCES How we read a sign depends on ourculture:EXAMPLE: In Britain, peopleassociate the colour white withinnocence, purity, weddingsIn China, white is the colour ofmourning and is worn atfunerals 14. HOW TO READ THE SIGNS ANDSIGNIFIERS WITHIN A MEDIA TEXT All media texts have 2 layers of meaning: DENOTATIVE LEVEL: What we actually seeCONNOTATIVE LEVEL: What you associate with this image 15. KEY TERMS 3: DENOTATION &CONNOTATION Denotative: The surface meaning Connotative: The deeper or hidden meanings and associations 16. THIS IMAGE DENOTES THE MOVIESTAR MARILYN MONROE 17. THE IMAGE CONNOTESGLAMOUR, STARDOM, SEXUALITY, BEAUTYIf this was one of the lastphotographs of MarilynMonroe, we may alsoassociate it with herdepression, drug-takingand ultimately death 18. THIS IMAGE DENOTES A TROPICALISLANDThe image connotespeace, tranquilityparadise, holiday, summer to somereaders.but think about the filmCastaway, the victims of the Balibombings or the recent tsunami - inthis case the image may connoteisolation, fear or even deathIt is important to note that imageshave different connotationsdepending on the reader of theimage/text 19. DENOTATION & CONNOTATION WITHINA MEDIA TEXT A MOVIE POSTER The Mission Impossible Poster denotes a MATCH and a GLOBE OF THE WORLD What are the connotations of a) The match? b) The globe? 20. TASK: DENOTATION & CONNOTATIONWITHIN A MEDIA TEXT A MOVIEPOSTER1. What are the key signifiers in the movie poster and what do they signify?2. What are the denotative levels of meaning in the poster? (What does the poster denote?)3. What are the connotative levels of meaning in the poster? (What does the poster connote?)4. What are they communicating to an audience? Why?FIND POSTERS HERE! 21. TASK 2: DESIGN YOUR IDENT!An ident is the symbol or logo displayed by studios to mark theirwork as their own.You need one for al your work. Think about what you want tosymbolise and then think about a signifier that will do the job!Have a look at some major studio idents for inspiration. Whatfeatures are common? What palette is most popular? Which is best?Why?