Semiotics Study of Signs Terminology o o o

Terminology o o o o Sign Something that stands for something else (“signifier”) Signified:

De Saussure: Signs become defined by their differences with other signs in a system.

Barthes Denotation Connotation (Connotation obscuring Denotation)

Matthias Grunewald, Crucifixion, 1512 -1515

Destabilization of a Sign o Example: Concorde Jet

Icons o Iconographic: o Having the qualities of an icon o Iconography: o Use

Critical Theory Some ideas that influence the way we read signs: Freudian (Psychoanalysis) Jungian

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Semiotics Study of Signs

Terminology o o o o Sign Something that stands for something else (“signifier”) Signified: What the sign means Signification Meaning / the act of signifying Decode To read signs Image: A collection of signs Codes Systems of signs (e. g. , bridal codes) Denotation: Literal meaning Connotation: Ideology/Mythology

Semiotics & Graphic Design o These are logo images (collections of signs). I am asking you to decode (to say what is signified), looking at both denotation and connotation.

De Saussure: Signs become defined by their differences with other signs in a system.

Barthes Denotation Connotation (Connotation obscuring Denotation)

Matthias Grunewald, Crucifixion, 1512 -1515

Destabilization of a Sign o Example: Concorde Jet

Is this a symbol, icon, or index?

Symbol, Icon, or Index?

Symbo, Icon, or Index? Betty Crocker

Icons o Iconographic: o Having the qualities of an icon o Iconography: o Use of icons o Iconoclast o Destroyer of Icons

Paradigmatic/syntagmatic

Critical Theory Some ideas that influence the way we read signs: Freudian (Psychoanalysis) Jungian Feminist Ethnic Marxist Semiotics

Freud: Id, Ego, Super Ego

Freud: Sublimation

Freud: Phallic Symbols

Freud: “Penis Envy”

Freud: Fear of Castration