Key Terms
Semiotics: the study of signs
Connotation: in depth/different meaning
Denotation: literal meaning
Subject Position: points of view
The theorists we looked at were Ferdinand Saussure who looked at semiotics in terms of language and how it is used, and Roland Barthes, who applied the idea of semiotics to Andy Warhol and advertising.
A handy equation to remember is:
SIGNIFIER + SIGNIFIED = SIGN
The signifier could be a word, colour, image or a sound.
The signified is the concept/meaning/associations that the sign refers to.
For example: The colour blue (signifier) is often associated with sadness or the sea (signified)
We also looked at signs and cultural difference. For example:
The colour white is known in the UK to symbolise purity, innocence and is usually associated with weddings whereas in China white symbolises mourning and is associated with funerals.
I will use this lesson to influence my magazine as it will help me pick the correct colours to use and will also help me look at all aspects of my magazine's connotations to ensure it portrays what I am aiming it to.
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