Semiotics

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Semiotics
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semiotics

• the study of signs
• how we understand visual images

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sign

• anything that stands for something else
• can resemble or be representative

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3 kinds of signs

• iconic
• indexical
• symbol

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icon

• Resembles the object it stands for
• Ex. Photo of an apple closely resembles an apple

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index

• logically connected to what it represents
• indicates causality or analogy
• it takes logic, experience and knowledge to
  decode

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symbol

• a sign with no obvious connection to what it
  signifies/represents
• used to develop associations and express abstract
  concepts

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pictograph

• A simple drawing
• represents something real
• stands for a known action or location

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pictograph

• can be an obvious interpretation of the object
• can require complex interpretation to understand

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codes

• Shared rules and conventions
• Help us make sense of behaviors, beliefs, and
  signs in general
• Imagery meant to help communicate the intended
  meaning of a message

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decoding

• interpreting signs through associations

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Type of codes

• Analogic
• Metonymic
• Displaced

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People in ads

• Hair color
• Eyes
• Lips
• Teeth
• Body type

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Metaphors

• Visual analogy that suggest that one thing is
  like another