The subject was originally spelled semeiotics to honour John Locke.
Greek word “semeion” means signs.
- Ferdinand de Saussure – father of modern linguistics
- These are words or phrases that are completely random meaning.
- No necessary connection.
- The meaning expressed is unique to every culture.
- The transfer of information from the sign to the viewer.
- Every sign is made up of signifier and the signified.
- Charles Sanders Peirce was one of the founders of semiotics.
- A graphic that resembles a sign i.e. road sign containing a picture of a car.
- Measure of the link between the sign and the object i.e. smoke and heat normally signals fire.
- Has an arbitrary relationship between it and the object or concept signified, a symbol of a heart has no direct relationship to the concept of love.
- Transfer of meaning from the sign to the viewer.
- Person experiencing the sign.
- Roland Barthes theory.
- Is an agreement specific to a group or culture that a sign represents a specific thing, object or concept.
- Describes how closely a sign represents the object or thing to which it refers.
- Refers to a specified method by which the information is to be encoded for presentation to humans i.e. sign, text or genre.
- Is the surface or literal meaning encoded within their particular culture to a signifier.
- Definition most likely to appear in a dictionary.
- Arises when the denotative relationship between a signifier and its signified has layers beneath its immediate level of meaning.
- Connotative – photo that has been given a sepia tone to bring about a feeling of nostalgia.
Model looking right upwards – positive message, looking left downwards – negative.