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semiotics: the study of meaning via signs and symbols

semiotics: the study of meaning via signs and symbols. remember semiotics deals in conventional relationships among concepts, objects, and signs. signs and symbols combine to form codes. Joe Rosenthal, Iwo Jima, Feb. 1945.

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semiotics: the study of meaning via signs and symbols

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  1. semiotics: the study of meaning via signs and symbols remember semiotics deals in conventional relationships among concepts, objects, and signs signs and symbols combine to form codes

  2. Joe Rosenthal, Iwo Jima, Feb. 1945.

  3. codes activate particular sets of assumptions about how people do/should behave, dress, speak, think, eat, etc. verbal, visual, acoustic, bodily codes Visual code of Classic Hollywood: Safe Blonde, dangerous brunette. E.g., Grace Kelly and Katy Jurado in High Noon (1952).

  4. visual codes help to illustrate the relationship between production and persuasion persuaded not only by the message, but by HOW the message is presented would “The Invisible Persuaders” have made as much of an impact if it had NOT:- re-enacted the research questions?- used “radar” and “detection” as framing metaphors?- chosen such a mild-mannered on-screen personality?

  5. activity: analyzing visual codes in print advertisementspair upeach partner will answer 7 leading questions about their print adtake plenty of time to answer the questions as completely as possiblewhen you are done, discuss what you found with your partner how does your ad move from 1) production to 2) elements to 3) codes to 4) persuasion?

  6. combination of production elements = code elements of this image:dusk, white, middle-aged, looking “out” at ocean, 2 people, man and woman holding hands, full body shot, “tropical” locale, palm trees, clean, well-dressed, minimal text, straight-on angle (possible) codes: wealthy, carefree, easy living, can afford “island lifestyle”, safe, in love,

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