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Event Design -Semiotics W8

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by

Svetlana Chebysheva

on 13 November 2015

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Transcript of Event Design -Semiotics W8

Event Design
Week 8
Semiotics

Learning outcomes
By the end of the session you will be able to:

Explain the theory of semiotics
Discuss how semiotics can be used


What is Semiotics?

Semiotics is primarily concerned with the analysis of signs and symbols and their meaning.

What does this symbol mean?
Semiotic-Idiotic
Semiotics
Marketing researchers have used semiotics in research on advertising, brand image and marketing communications.
(Hackley, 2003)

Image by goodtextures: http://fav.me/d2he3r8
Signs/logos can be misinterpreted
Semiotics
The interpretation of the sign is dependent on the context in which it is used, its relationship to other signs and its environment.
Saussure (1983) who was a founder of
modern semiotics, distinguished between two things:


the signifier (the form which the sign takes)

and

the signified (the concept represents).

Semiotics
Semiotics
3-Types of signs
What is signifier and signified?
Icon? Index? Symbol?
Metaphor
Mixed Messages
Paradigmatic
Paradigmatic analysis involves
comparing and contrasting each
Denotation
Connotation
'Extra' meanings called
connotations
e.g.
white color of this sheet of paper
could mean: purity, cleanliness and so on...
Syntagmatic
Just the way we see it
What can you interpret?
Semiotics terms recap
Signifiers- Signified

Syntagmatic- Paradigmatic

Denotation- Connotation

Icon-Index-Symbol
3-Types of sign
1st Type of sign
2nd type of sign
3d type of sign
$
Two teams
White board challenge
Full transcript