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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