Week 3 : SeMiOtIcS REVISTED - Study Of Sign

Semiotics

• is a method of analysing texts which are cultural objects, i.e., artefacts.
  
  
• is the study of sign systems and the way they operate in a culture.
  
  
• examines text as collections of signs drawn from a public system of meaning and representing certain cultural ideas and values.
  
  
• is the study of how individuals arrive at the meanings of various symbol systems.

There are various terms that we use when we deconstruct or analyse visual (i.e., video, TV, advertisements, movies, books, radio, posters, music, music videos. We supply the cultural knowledge to make meaning of signs and what they signify.

Semiotics is the study of how we use symbols. For examples are letters and numbers which have meaning between parties.Semiotics (called semiology in Europe) is the study or science of signs.

“The more you know, the more you see”, from the culmination of Aldous Huxley’s anthem.

"Semiotics is concerned with everything that can be taken as a sign. A sign is everything which can be taken as significantly substituting for something else." -- Umberto Eco

Example:-

Signs are the actual objects, sounds, images, that are present in an advertisement. For instance, in PEPSI ad, the signs would include: the PEPSI tin, young adults who have gorgeous bodies and looks, their clothing, skate boards.

Signify - the PEPSI ads signify such things as fun, health, group activity, beauty.

Connotation is the act of interpretation. Thus, the connotation behind the coca cola advertisements is that if you drink PEPSI will enjoy this life style, have fun, be physically healthy and good looking, and belong with the in-crowd.

REF: http://www.toxel.com/inspiration/2008/05/27/14-creative-advertisements/

“Reserved for Drunk Drivers” Advertisement

The advertisement could be categorised for drunker who driving his/her own cars. Cark park are available anyway you want for example 'hit the trees'. I choose above image because its semiotic and announce drunker who will driving after drink. List of signs are

• Road
• Card Park line
  
• Border of the road.
• Trees
  

Signify

These signs signify such things as: dangerous, car accident, injured, death.

Connotations

(involved in reserved for drunk drivers)

The advertisement connotes that if you, a drunker driver you might be troublesome or accidentally. Beware and don't drive if you feel dizzy after drunk alcoholic.

Tutorial task,

Images above signify Brunei delicacies. Five signifiers Brunei food delicacies are cincin, penyaram, kelupis, ambuyat and sapit. Picture of mosque connotes Bruneian people are mostly muslim. Map of Brunei and the mosque represent Brunei tradition and cultures. The logo of Brunei tourism as an anchorage and combine the five signifiers of the food delicacies and reflect with the mosque and map of Brunei. This images signifier Brunei Darussalam has uniqueness with label Brunei is unexpected kingdom.

References:

http://www.bruneitourism.travel/ (Surfed on 01 September 2010)

Paul Martin Lester, Visual Communicatio (1995),Wadsworth Publishing Company