...SEMIOTICS ANALYSIS ESSAY Advertisements are a smart tool and technique used to promote and sell various products. Using mass media, it aims to persuade potential consumers that there is a correlation between the brand and a lifestyle or identity, which is considered enviable.(John Berger, Ways of Seeing) Semiotics, a concept developed by Ferdinand de Saussaure is a useful tool for analysing advertisements. However, Hodge and Kress (year and page number) recommended that semiotic analysis could also be used as a manner of understanding communication, including media texts. The essence of semiotics is ‘the science of signs, or the study of signs and sign systems’ (O’Shaughnessy and Stadler, 2009:133). Media images often emphasize hegemonic representations of gender, race and class in the South African context, and in this specific advertisement BIC reinforced an ideology regarding the manner woman should portray themselves. Using semiotics, I will be deconstructing the advertisement and will argue, through drawing on xy’s concept of racial hegemony, that BIC created an advertisement that reinforces gemonic notions of race, class and gender. . ‘The denotative meaning of an advertisement is the most basic component. This is the most obvious meaning of a sign which can be expressed by describing what is directly seen.’ (Gottdiener, 1995:15) In the BIC advertisement, there is a woman that looks approximately 30 years old. Regarding racial classification, this woman is considered...
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...circumstance in which semiotics are translated by humans occurs in many different variations. A broad definition comes from Umberto Eco, who said this 'semiotics is concerned with everything that can be taken as a sign' (Eco 1976, 7). Semiotics undertakes the application of viewing what we accredit as 'signs' in everyday speech, as well as anything which 'stands for' something else. It involves looking at all processes of information’s exchanges as far as signs are involved. Its quite complex as humans have the ability to communicate in many different forms, ranging from talk, text, smell, write, sing and body language. There is a primary hypothesis that ‘All symbolic systems in a culture act as a second language or text’(Innis 1986, 21). Then we place signs and boundaries to allow communication between two people. People are continuously generating and interpreting cues and codes. Even if, you don’t think your communicating, sign processes are always ongoing. As Saussure noted in his work both sound and thought were ‘intimately linked’, with ‘each triggering the other upon being heard’(Chandler 2007, 17). Semiosis was a term which has been taken from Charles Pierce, and latter used by Umberto Eco and he defined it as ‘The action where a culture produces signs and attributes meaning to the signs’(Eco 1976, 11). This has then allowed subjective matter to invade each individual act of semiosis Semiotics is closely linked to film as well, ‘A language, is semiotic process where thought...
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...Words - 774 Still Image Analysis Option B) Semiotic Analysis of a Personal Photograph that you have Previously posted online Issues to address: How does this image have semiotic potency? Identify and explain the signs in this image? What are the denotative and connotative signs in this image? Who is the imagined audience for this image and why? (who did you wish to see this image when you posted it?) How does the gaze operate in this photograph? To determine whether or not the above image has semiotic potency, one should be equipped with a basic knowledge of semiotics. According to Gill Branston, the author of The Media Student's Book, Semiotics "is a theory of signs, and how they work to produce meanings, or the study of how things come to have significance. This includes signs devised to convey meanings (langage, badges) as well as 'symptoms' (as in 'thats' the sign of swine flu'). (Branston 12) Potency is an evaluation of strong or weak, which in this case involves the strong or weak signs of semiotics that appear in the image. At first glance, a viewer may notice 2 noticeable subjects of the image. There is a vehicle, and there is young man next to the vehicle. This image although not an advertisment, does advertise an event or a special moment to the viewer. Upon viewing the image, a viewer would notice that the young man is not wearing casual clothing. He is dressed in formal wear. A deeper study of what he is wearing is where semiotics would start to show. He is wearing a button...
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...A semiotic and discursive analysis of Givenchy’s Gentlemen Only advertisement Advertisements are common within society and we are constantly subjected to them in our everyday lives. On the surface, it is simply the way businesses market products. However some argue it also advertises lifestyles and social identities (Dyer, 1982). Semiotic analysis is the study of “signs” to understand the underlying rules of messages we receive, and looks at the sign itself, the codes which organise it and the cultural context in which the code and sign make sense (Fiske, 1990). Discursive analysis on the other hand focuses more on the “discourses” that give meaning to representations such as advertisements, and how representations produce social knowledge (Hall 1997). Both approaches have significant differences, yet when combined can help achieve a thorough analysis of advertisements in relation to the influence it has on social identity and society. Ferdinand de Saussure contributed greatly to semiotic study. He prophesised a study of “signs within a society” and labelled it “semiology” (Hall 1997). Saussure took a structural look at how signs constructed meaning by presenting a signifier which signifies certain ideas within a cultural context. These signifiers are understood through various codes which are embedded within specific cultures (Fiske, 1990). In the context of advertising, this model allows us to decipher the signifiers and what they signify, and in essence understand the “true”...
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...WHAT IS VISUAL SOCIAL SEMIOTICS? Semiotics is generally described as the “study of signs.” For a sign to exist, there must be meaning or content (the signified) manifested through some form of expression or representation (the sign). Figure 1 is a well-known painting by Rene Magritte that demonstrates this relationship in a striking and explicit manner. By putting the sentence This is not a pipe below a highly realistic representation of a pipe, Magritte reminds viewers that the image is not reality but artifice–in other words, a representation or sign. A thoughtful viewer might note that the word “pipe” itself is an arbitrary combination of four letters that conveys the concept of “pipe” through the form of written expression–once again, a sign. Signs exist within semiotic systems. For example, the green light in a traffic signal is a sign meaning “go” within the semiotic system of traffic control; words are signs in the semiotic system of language; gestures are signs within the semiotic system of nonverbal communication; and so on. Because semiotic systems encompass the entire range of human practices, Semiotics provides us with a potentially unifying conceptual framework and a set of methods and terms for use across the full range of signifying practices, which include gesture, posture, dress, writing, speech, photography, film, television, and radio…. As David Sless notes, “we consult linguists to find out about language, art historians or critics to find out about paintings...
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...between system developers and business owner, or between customers and the online business system. Moreover, e-commerce system should be adapted with the whole business environment such as business norms and behavior, customer practice, business rules and government policy. However, Semiotic that is ‘the science of signs’ has brought many approaches to facilitate the process of understand signs’ meaning. The approach of organizational semiotic defied the organization as a group of social norms and emphasizes on the people and their role and responsibility in order to merge them when analyzing and designing information system (Stamper et al, 2004). For e-commerce systems, there is a necessity of clear meaning for each symbol, icon and image because almost all transactions done through the web system without human agent involvement. Therefore, semiotic methodologies have been improved to obtain effective communication and interpretation between e-commerce system and user, and to be compatible with the sophisticated information system. This paper aims to apply semiotic method and organizational analysis on the design of online shopping website after giving background information about semiotic concepts and the new business generation...
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...a multitude of various human communicative processes in which individuals deduce meaning from. Contrary to previous belief, communication is now seen as a means of self-development and establishment of individual and group identity in the seemingly ephemeral nature of communication trends. Semiotics and visual representation mediates our social worlds as we accord them high authority in the transmission of information and creation of meaningful experience. Similarly, intercultural communication provides shared understandings of the world and is a significant influence on individual and cultural identity formation. Through cross-cultural communication analysis, one can learn of how cultural and social interaction can shape a person’s micro and macro worlds through communicative processes. The study of semiotics has shed light on the nature in which individuals deduce meanings from mass media texts or visual signs. ‘Social and cultural life is invested with meaning and value by regular symbolic representations’ (Coupland & Gwyn 2003, p. 1). In a world increasingly dominated by visual signs, we find ourselves looking to these to construct meanings (Hall 1997). Through the study of semiotics and the notion of sign systems, I gained an understanding of the authority that people accord to visual representations that enables them to shape the mediated world and influence patterns of socialisation. Looking at the world from my own experience as a communicator, I realised the potential...
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...Essay Title: No. 4) Analyze a movie poster from a film directed by Martin Scorsese and then, with reference to the ideas of Pierce and Saussure, apply techniques in Semiotics and Semiology in order to illustrate how the text can be interpreted. Any and every piece of text in this world has meaning, or a point it is trying to put across. If you look at a portrait, or a page in a book, different aspects of the picture, or the way the words are put together on the page, all have purpose; To convey a certain message. This technique of analyzing different parts of texts, using signs and symbols, is termed “semiotics. [1] In this essay, we shall be using the techniques of semiotics, to interpret a poster of renowned Director, Martin Scorsese’s blockbuster movie, “Shutter Island”. According to Ferdinand de Saussure and Charles S. Pierce, two founding fathers of semiotics; a sign consists of “the signifier” and “the signified”. The signifier of a sign is the form in which the sign takes, and the signified stands for what the sign represents. [2] Let’s take for example, a picture of a young boy crying. In this scenario, the little boys face would be a sign, the act of him crying would be the signifier, and the signified would probably be that the boy is sad because something has gone wrong. Delving deeper into semiotic analysis, there are two types of relationships signs and signifiers can have with each other; they are syntagmatic or paradigmatic relationships. Signs and signifiers...
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... 1. Introduction ………………………………………………………………… 3 2. What are semiotics? …………………………………………………….. 4 3. The three orders of significations ……………………………………… 4 4. Advertisement analysis ………………………………………………….. 5 - 9 4.1. Pleasures by Estee Lauder image ……………………………. 5 4.2. Connotation ……………………………………………………… 7 4.3. Denotation ………………………………………………………... 7 - 8 4.4. Myth ……………………………………………………………….. 8 5. Conclusion ………………………………………………………………… 9 6. Reference list ……………………………………………………………… 10 In this essay one will discuss the analysis of semiotics of the perfume Pleasures by Estee Lauder advertisement touching on the connotation, denotation and the myths that are employed in the advertisement presented to the viewer or the person that the advertisement is intended for. One will examine the advertisement in terms of their status as signs, whose subordinate meanings not only give an impression that is positive to the product, but will also be compatible with, and harmonizing to the feminine context in which they were situated. Although the advertisement may not physically represent the product, it provides an important iconic representation of both the product and what the product should stand for. The examination will strongly focus upon the advertisements’ photographic imagery, and the ways in which this imagery generates the appropriate signified concepts or emotional overtones. Semiotics is not widely institutionalized as an academic discipline (although...
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...Film Language Film language written by Turner. In his article, he stated that film is the same as words which contain connotative meaning. Also, the film will be influenced by culture. The shooting angle, the position of character in the image and the special light settings to emphasize some kinds of features are all have social meanings. When the film is being edited, its way of presentation is also being edited. Visual appearance has its own language system that the way audience understand the film. There is a way called semiotics to help us to understand this special language system. Semiotic treats social meaning as the production of “signs”, and sign could be anything which is important. Meanwhile, sign could be two parts, one is “signifier” such as images and words, another is “signified” which means a kind of concept in our mind. As long as we understand how the semiotic works then we are able to use it to produce the signifying practices of films. Film requires to combine camera, lighting, background setting, sounds and many other independent elements together to make film meaningful, which means the signifying system. Due to this feature, it different from simply writing. As this background, to understand films rely on the capability of decoding from audience and the ability of producer to construct the different scenes. The signifying system is basically made up by camera, lighting, sound, mies-en-scene and editing. The camera positioning is important...
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...A Worn Path—Eudora Welty Repeated Words: negro – black - colored, cane, talk (to self), old, dress, walk, head – lips - face (motions), nature- items – motions (animated) Granny - Grandma, The Surrender [within her lifetime] – December – nickel – pennies – charity – Christmas – Santa – (Temporal Setting), Nachez – Old Nachez Trace (Spacial Setting), Grandson An old person walking with the aid of a cane and talking to herself along the way is the basic theme of this story. There are many other side aspects of the journey, each with their own nuances, but the main concept can be made with those four symbols. “…there was an old Negro woman … coming along the path …” (Welty, Eudora, A Worn Path in The Story and Its Writer, 1360). “She was very old and small and she walked slowly …” (Welty, Eudora, A Worn Path in The Story and Its Writer, 1360). “She carried a thin, small cane made from an umbrella …” (Welty, Eudora, A Worn Path in The Story and Its Writer, 1360). “Her eyes were blue with age. Her skin had a pattern all its own of numberless branching wrinkles …” (Welty, Eudora, A Worn Path in The Story and Its Writer, 1360). “Under her small, black-freckled hand her cane, limber as a buggy whip, would switch at the brush as if to rouse up any hiding things” (Welty, Eudora, A Worn Path in The Story and Its Writer, 1360). “On she went” (Welty, Eudora, A Worn Path in The Story and Its Writer, 1360). “’Seem like there is chains about my feet, time I get this far’, she...
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...CULTURAL CONTEXT IN ADVERTISEMENTS Effective advertising is possible only when the advertisement conveys the intended message, giving consideration to underlying cultural codes. Semiotics, the study of signs and symbols and their meaning, offers valuable tools for analyzing advertising to uncover strengths or weaknesses of ad campaigns. In general, advertising can communicate either a solution narrative (i.e. buy our product and it will solve your problems), or an enhancement narrative (your life is already good, but if you use our product it will be that much better). Below is the comparison of the message being conveyed in both the Western and the Chinese context: * Motorcycle: Whereas in a Western context a motorcycle represents freedom, adventure, and speed, in a Chinese context it is considered dangerous, noisy, and low status. * Open Landscape: For Westerners, the open landscape portrays independence and lifestyle enhancement. From the Chinese view, the countryside may be perceived as dirty and dusty. The codes present in the advertisement convey a very different message when translated into the a different cultural context, and do not result in communicating the message which was actually intended. Some examples where companies failed due to lack of understanding of cultural nuances are: * Car ‘Nova’ in Spain-This car was introduced in Spain Nova in Spanish means it wont go which the company failed to recognize before launching the product ...
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...The COJllribllfiol/ of Stl"//('/uml Sell/iotit's 6 The Contribution of Structural Semiotics to the Design of a Hypermarket l 11'TRODUCTION On I October 1986 at Dardilly Just northwest of lhe French city of Lyon Cofradcl~ opened a hypennarket affiliated with the Mammoulh cham. lis 7500 square-metres and the shopping centre that housed it fulfilled a longstanding need in that part of the Lyon suburbs where shopping facilitIes on that scale were inadequate. Many view this hypennarkcl as a concrete illustration of the type of contribution semiOlic:l can make in defining a new type of shopping experience. I Not only \\as such an approach used in the design conception based on efforts to reconcile the desires expressed by consumers frequenting the catchment area or those taking part in discussion groups ahout their shopping bcha\iour bUI it was all implemented in accordance with the requirements drawn up by the technical starr and management teams \\ Ithm thc Mammouth company. Furthermore a semiotic approach \\as used 10 perform a discourse analysis of the consumers' wishes. \\hlch \\as then used to define the general layout of the hypcnnarket as a whole. Semiotics thus played a twin role in the conception and design of the Lyon hypermarket. Firstly. semiotics provided an interpretative model for consumers' representations and expectations of what the hypermarket should provide. The usc of such a model facilitated the identification of the dirrerel1\...
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...THE IDEA OF Tangible and Intangible Estrangement NAME- RANJANA NAGAR SUPERVISOR- RAJAN KRISHNAN COURSE- ADVANCED READING IN SIGN THEORY PhD LITERARY ART/ STUDIES Report on the Advanced Readings in Sign Theory course From the discussions and readings in the class, I have tried to accumulate different ideas and debates and develop my own understanding of the process of semiotics. Taking up the examples of painting by MF Husain and Van Dyke, I will illustrate several points that I have understood. Let me begin with a general definition of “semiotics” that I had at the beginning of the course: Semiotics can be understood as a process involved with meaning making. It explains how various words, objects and images generate meaning or in other words how do we comprehend or attribute meaning to them. In the process semiotics does not limit itself within symbolism but even questions the naturalistic and realistic realm i.e. images or objects depicts things objectively. Semiotics also challenges intentionality of the artist or maker as a principle source that define the meaning. Semiotic explanation complicates the way we understand the...
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...Representation, meaning and language At first we have to know that： Representation is an essential part of the process by which meaning is produced and exchanged between members of a culture. It does involve the use of language, of signs and images which stand for or represent things. And surly it is not a simple or straightforward process. How this article exploring the concept of representation connect meaning and language to culture？ We will be drawing a distinction between three different account or theories：the reflective, the intentional and the constructionist approaches to representation. Most of this text will be exploring the constructionist approach with two major variants or models of the constructionist approach, the semiotic approach- Ferdinand de Saussure and the discursive approach- Michel Foucault. But we have to answer the question first：what does the word representation really mean？ 1.1 Making meaning, Representing things Representation is the production of the meaning of the concepts in our minds through language. There are two processes, two systems of representation. First, there is the system by which all sort of objects, people and events are correlated with a set of concepts or mental representations which we carry around in our heads.（like chair, table） Second, Language is therefore the second system of representation. (When we say we belong to the same culture, it is because we interpret the world in similar ways....
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