Saudsure, Pierce, Barthes Semiotics Communication

Question 1

Author

Answer 1

Saussure

Question 2

Tradition?

semiology and linguistic

Answer 2

Semiology A science that studies the life of signs within society
Linguistic - what makes language a special system within the mass of semiological data - where sound and thought combine to language

Question 3

Overall

Answer 3

Need common language(signs) to understand my thoughts and other people -social

Question 4

linguistic sign consist of two parts

Answer 4

Signifier(sound-image): the form which the sign takes - eg the word “open”

The signified(concept): the concept it represent - the shop is open for business

A sign need both

Question 5

A sign need a interpretations to be a sign

Answer 5

Signifier: a red light - object: people are stopping

Intrepretant(the sense being made) The red light means i must stop

Question 6

Iconic signs

Answer 6

Representation through imitation - picture, methaforic looks. manipulated/abstract picture of face

Question 7

Indexical signs

Answer 7

Representations through connection or designation e.g. footprints bullet holes, wine label, street names - non manipulated photos

Question 8

Symbolic signs

Answer 8

Representations through established icons - e.g. language, traffic signs

Question 9

Transfer of qualities from one sign to another

Answer 9

signifier: a elegant beautiful actor put on parfume

Signified: if you buy the parfume you become glamorous like the actor

Question 10

Author - Bathes

Answer 10

the rhetoric of the image - what and how does a sign communicate commercials

Question 11

connote vs denote

Answer 11

Although both words broadly mean ‘to signify’ they are technically quite different. Denote refers to the literal primary meaning of something, whereas connote signifies the attributes of a word aside from its primary meaning.

For example, winter denotes a season of the year, but connotes cold weather.

• denotation is the literally meaning of the word e.g. from dictionary.
• connotations is many more meanings the sign can mean. - meaning after how they are used in an e.g. sentence

commercials use connotions to show some meaning and denotations to represent tryst - a picture

Question 12

connotations in commercials

Answer 12

the ideal world of what we want to have

Signifier - Good looking man with ck underwear
Signified - attractive when wearing ck underwear

connotation: if you buy the underwear you become attractive.

Question 13

Ads have many signs, because?

Answer 13

If one sign does not appeal to you, then another one probably will

Question 14

Effect of pictures

Answer 14

It gives trust to see a picture - objective - un-coded

Question 15

Anchorage

Answer 15

to control and direct interpretation of image. The text in commercials anchor the meaning of the commercial. Different meaning of a commercial without the text

Question 16

relay

Answer 16

image and text construct higher level of meaning combined. (maybe extra text, that give you the right meaning of the the big main text in the top.)

Question 17

Trick effect

Answer 17

pictures that make it looks like something has happened, or someone know each other e.g.

Question 18

a sign

Answer 18

something which stand for something (else) can be linguistic and visual
• Signifier = something
• Signified = something (else.)
o But the two things are combined in a sign.

Question 19

A social semiotic approach is interested in?

Answer 19

is interested in the way 
communicators use semiotic resources 
to achieve particular goals, 
to communicate specific ideas, 
attitudes, values and identities.

Question 20

Semiotics own thoughts

Answer 20

For marketers, semiotics analysis is important because we here determine what signs are good and bad to use. - what will sell or what will loose credibility. Use a beer glass for champagne will make the champagne commercial look uncredible and cheap, confusing?