Semiotics Ferdinand de Saussure Sign signifier DENOTATION signified
- Slides: 35
Semiotics Ferdinand de Saussure
Sign signifier (DENOTATION) signified (CONNOTATION)
Sign Rules • All signs have connotations • Connotations transfer
Signs and Connotations temptation Teacher’s pet Clean teeth healthy food
A product can mean anything Any product can have any connotations Advertising gives products connotations
“we’re selling smoke. They drink the image not the product” JWT CEO – For God, Country and Coca-Cola
Branding bottle different logo
Sex
America (freedom, youth, power)
Christmas (happy, holidays, giving)
sex America Christmas
sex America world harmony Christmas
The first time, the first kiss The first time, the first Coke Oh! what feeling is this? Electricity flows like the very first kiss
sex America Christmas World harmony First kiss
Cola Name favourites in order 1. 2. 3. Name ones you would not drink 1. 2. 3. Name ingredients of cola 1. 2. 3. 4. 5. 6. 7. 8.
Cola Test For each cola give a mark out of 10 and guess which type it is. A B C D E Guess_____________ Guess_______
Levi’s Find the signs in the adverts that Levi’s want you to connect to jeans Eg Steam (connotation – hot/sex) Rocks (connotation – strength) Levi’s Go Forth