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Semiotics

Semiotics. Study of Signs. Terminology. Sign Something that stands for something else (“signifier”) Signified: What the sign means Signification Meaning / the act of signifying Decode To read signs Image: A collection of signs Codes Systems of signs (e.g., bridal codes) Denotation:

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Semiotics

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  1. Semiotics Study of Signs

  2. Terminology • Sign • Something that stands for something else (“signifier”) • Signified: • What the sign means • Signification • Meaning / the act of signifying • Decode • To read signs • Image: • A collection of signs • Codes • Systems of signs (e.g., bridal codes) • Denotation: • Literal meaning • Connotation: • Ideology/Mythology

  3. Semiotics & Graphic Design • These are logo images (collections of signs). I am asking you to decode (to say what is signified), looking at both denotation and connotation.

  4. De Saussure: Signs become defined by their differences with other signs in a system.

  5. BarthesDenotationConnotation(Connotation obscuring Denotation)

  6. Matthias Grunewald, Crucifixion, 1512-1515

  7. Destabilization of a Sign • Example: Concorde Jet

  8. Is this a symbol, icon, or index?

  9. Symbol, Icon, or Index?

  10. Symbo, Icon, or Index?Betty Crocker

  11. Icons • Iconographic: • Having the qualities of an icon • Iconography: • Use of icons • Iconoclast • Destroyer of Icons

  12. Paradigmatic/syntagmatic

  13. Critical TheorySome ideas that influence the way we read signs:Freudian (Psychoanalysis)JungianFeministEthnicMarxistSemiotics

  14. Freud: Id, Ego, Super Ego

  15. Freud: Sublimation

  16. Freud: Phallic Symbols

  17. Freud: Phallic Symbols

  18. Freud: “Penis Envy”

  19. Freud: Fear of Castration

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