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Svetlana Chebysheva

on 3 November 2017

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Transcript of 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?
Marketing researchers have used semiotics in research on advertising, brand image and marketing communications.
(Hackley, 2003)

Image by goodtextures:
Signs/logos can be misinterpreted
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)


the signified (the concept represents).

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

Syntagmatic- Paradigmatic

Denotation- Connotation

3-Types of sign
1st Type of sign
2nd type of sign
3d type of sign
Give and example on how you could possibly use semiotics signs of: ICON/INDEX/SYMBOL if you would exhibit in the art gallery idea of winter wonderland
Can be used for Themes, Branding, Promoting and Communicating ideas for New Products
In your groups
In your groups
Discuss how you could apply semiotics in your A2 concept and during your in class presentations?
Full transcript