issues reader 5: semiotics 2 11

8/3/2019 Issues Reader 5: Semiotics 2 11

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* READ David Crows lecture (Semiotics 1)

* READ and UNDERLINE the main points

from Explaining Semiotics/Semiology

YOU WILL USE THESE IN THIS SESSION


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The Contextual Issues Brief Unit 3

Semiotics is one of the three Issues that we cover, but you only haveto write on one of them

For Semiotics you are asked to:1 choose two printed advertisements

2 decode them utilizing semiotic analysis

3 identify the sign, signifier, signified, the denotation, connotation and myth etc

4 discuss their use of text and language

5 conclude with your view on the success of these adverts

This is the procedure that this lecture will explain and illustrate


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Your Semiotics/Semiology Pack

This Contextual Issue makes particular use of the Supporting

Texts that are to be found in this Reader, The pack has the

following sections

1. Explaining Semiotics/Semiologyan account of how signs carry meaning, the three different types of signs, identifyingdenotation and connotation, and the myths at work in adverts

2. Jargon Busting an exercise to help you use the correct terms

3. Semiotic Analysis Categories two copies: for class work and for assignment

4. Sony Advert Case Study class work example for Semiotic analysis

5. Article: Signs and Myths


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Semiotic theory

and visual analysis David Crow noted that semiotic

theory helps you see or explain whatis working in your practice and howto alter your work to make it more

effective In short, design and media students

find that Semiotics makes them morevisually aware and more able toanalyze their work

But Semiotics does have alanguage all of its own for you tobe familiar with (and use in yourassignment): you will need to readthrough the semiotics pack in

your own time therefore


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Semiotic Analysis, with jargon.

To help you with this skill ofanalysis and with themastering of some of thespecial terms, the pack

contains a number of grids ortables for you to use when youdo your assignment

The Semiotic AnalysisCategoriesgrid is so good that

youve got it twice (one to usehere, one to use in yourassignment), while the JargonBusterchart will be completedby you to help you understandthese terms


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Jargon Busting Exercise

In pairs match the terms to the explanations and add an example of

of the term if you can (eg. 01 = e + the example of dog). Refer to thematerial youve read so far and the Semiotic Analysis Categories chart.

SEMIOTICS: JARGON BUSTING

The visual analysis in your assignment writing must apply the proper termsused in semiotics. The key ones that you should know are listed below

Match these semiotic keywords to the correct explanation and add anexample to help you rememberthe meaning infuture:

term explanation an example of this

01 Sign A sign which has a direct link towhat it refers

02 Signifier The common sense or obvious

meaning of a sign

03 Signified A sign which has a visual

resemblance to what it refers

04 Anchorage The effect of a sign`sconnotations in influencing howwe think about things and creating

a message

05 Symbolic

sign

A mark or symbol or device used

to represent something the word dog

06 Iconic

sign

The associated meanings that

can be suggested by a sign

07 Indexical

sign

Unrewarded words or signs

outside of agreed conventions

used by specific linguistic groups

08 Denotation A sign which onl y has an agreed

symbolic link to that for which it

stands

09 Connotation The fixing or accuracy of the link

between signs and their meanings

10 Myth The agreed system of rules andconventions within which a sign

must work to be meaningful

11 Langue

a

b

c

d

e

f

g

h

i

j

kThe concept or mental picturecalled forth by the signifier

12 UnofficialLanguages

l The word, shapes or sounds

which is the vehicle thatexpresses a sign


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Walkman Case StudyThis advert, which appears as a black and white illustration in your

pack, first appeared in full colour in a Sunday supplement

magazine: we will view this as an overhead transparency


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Semiotic Analysis Categories

Now complete this in pairs using the Sony example - try to

follow this sequence both today and for your assignment (using the secondversion)HND 1: SEMIOTICS 2

SEMIOTIC ANAL YSIS: CATEGORIE S

Use th is proforma to make notes on your selected example prior to wri tingyour 75 0 words

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Your Assignment

Hopefully this seems quite

straightforward now that youhave this grid to guide your

semiotic analysis:

1 choose two printed advertisements

2 decode them utilising semiotic analysis

3 identify the sign, signifier, signified etc

4 discuss the use of text/language in the advert5 conclude with your view of their success

Your first job is to find two goodexamples - start collecting

issues reader 5: semiotics 2 11

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