semiotics 101.ppt
TRANSCRIPT
![Page 1: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/1.jpg)
![Page 2: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/2.jpg)
1. Reading Code(RC)2. Examples 3. Your turn
![Page 3: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/3.jpg)
1. Reading Code(RC)2. Examples 3. Your turn
![Page 4: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/4.jpg)
Semiotics = Science of Meaning
semiotic-analysis™ – see 4
![Page 5: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/5.jpg)
1. Semiotics = Culture Code = Meaning Business
![Page 6: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/6.jpg)
What?
Olny srmat poelpe can raed tihs. cdnuolt blveiee taht I cluod aulaclty uesdnatnrd waht I was rdanieg. The phaonmneal pweor of the hmuan mnid, aoccdrnig to a rscheearch at Cmabrigde Uinervtisy, it deosn't mttaer in waht oredr the ltteers in a wrod are, the olny iprmoatnt tihng is taht the frist and lsat ltteer be in the rghit pclae. The rset can be a taotl mses and you can sitll raed it wouthit a porbelm. Tihs is bcuseae the huamn mnid deos not raed ervey lteter by istlef, but the wrod as a wlohe. Amzanig huh? Yaeh and I awlyas tghuhot slpeling was ipmorantt!
Those whacky kids at Cambridge, what will they come up with next??
1.CC - Code is unconscious but we read it (80% unconscious)
![Page 7: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/7.jpg)
What?Olny srmat poelpe can raed tihs. cdnuolt blveiee taht I cluod aulaclty uesdnatnrd waht I was rdanieg. The phaonmneal pweor of the hmuan mnid, aoccdrnig to a rscheearch at CmabrigdeUinervtisy, it deosn't mttaer in waht oredr the ltteers in a wrod are, the olny iprmoatnt tihng is taht the frist and lsat ltteer be in the rghit pclae. The rset can be a taotl mses and you can sitllraed it wouthit a porbelm. Tihs is bcuseae the huamn mnid deos not raed ervey lteter by istlef, but the wrod as a wlohe. Amzanig huh? Yaeh and I awlyas tghuhot slpeling was ipmorantt!
Those whacky kids at Cambridge, what will they come up with next??
1. CC – Signs commonly strung together become what semiotician call ‘code’
![Page 8: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/8.jpg)
What?1. CC – We all read code – thinking like a semiotican
make it better
![Page 9: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/9.jpg)
What?1. CC – We all read code – thinking like a semiotican
![Page 10: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/10.jpg)
What?1. CC – We all read code – thinking like a semiotican
![Page 11: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/11.jpg)
What?1. CC – Codes are expected ‘sets’ of signs vs ‘unconventional’…(‘weird’)
make it better
![Page 12: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/12.jpg)
![Page 13: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/13.jpg)
![Page 14: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/14.jpg)
1. CC – Normal ‘code’
![Page 15: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/15.jpg)
![Page 16: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/16.jpg)
make it better
![Page 17: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/17.jpg)
![Page 18: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/18.jpg)
Nailing the Brand Paradox – right code mix
Weird
Normal
![Page 19: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/19.jpg)
Stand ‘in’/stand out –precise mix
Weird Normal
![Page 20: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/20.jpg)
![Page 21: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/21.jpg)
![Page 22: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/22.jpg)
CC - Easier to see ‘underlying’ code in the past
![Page 23: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/23.jpg)
CC - Easier to see ‘underlying’ code in the past
![Page 24: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/24.jpg)
CC – Semiotics allows you to see ads as clearly today as you can see ads from the
past
![Page 25: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/25.jpg)
CC Harder to see the code in the present –it looks ‘normal’
![Page 26: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/26.jpg)
If you know the rules – you can manipulate them and help clients see why something
will work.
make it better
![Page 27: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/27.jpg)
1. If you know code you can manipulate it
![Page 28: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/28.jpg)
2. Clients reduce risk
![Page 29: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/29.jpg)
3. Higher ROI on work
![Page 30: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/30.jpg)
30
![Page 31: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/31.jpg)
![Page 32: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/32.jpg)
semiotic-analysis™ – see 32
2. Examples - outputs
![Page 33: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/33.jpg)
Boring/Average Weird/Out thereStand Out/Stand In
2. Examples – finding the sweet spot
![Page 34: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/34.jpg)
![Page 35: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/35.jpg)
![Page 36: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/36.jpg)
![Page 37: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/37.jpg)
![Page 38: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/38.jpg)
make it better
https://www.youtube.com/playlist?list=PLE2mKJvT7ionsmtVIPfHEAjR9Oz0XBoN5
![Page 39: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/39.jpg)
1. Reading Code(RC)2. Examples 3. Your turn
make it better
![Page 40: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/40.jpg)
Identify the standard themes (Sub Codes) you would expect to see on air travel ads & the Code Devices which portray that meaning
3. Your Turn
SC = Discovery
CD = (Exotic
Places)
SC = Comfort
CD = (Seats)
SC = Service
CD = (Unusual
Behaviour)
make it better
![Page 41: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/41.jpg)
41
3. Your Turn
Codes / Sub
Codes
Sub Code =
Discovery
Sub Code =
Comfort
Sub Code =
Service
Code Device for
Meaning 1
Planes flying People asleep Welcome
Smiling hostess
Code Device
for Meaning 2
Holiday Beaches Roomy Seats High Quality
Food
Code Device
for Meaning 3
Exotic
Destinations
Staff Putting
Pillows out for
those asleep
‘Luxury’
Environments
![Page 42: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/42.jpg)
https://www.youtube.com/watch?v=fNEJrd6GkSY
make it better
![Page 43: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/43.jpg)
3. Your Turn
Codes / Sub
Codes
Sub Code =
Discovery
Sub Code =
Comfort
Sub Code =
Service
Code Device for
Meaning 1
Planes flying People asleep Welcome
Smiling hostess
Code Device
for Meaning 2
Holiday Beaches Roomy Seats High Quality
Food
Code Device
for Meaning 3
Exotic
Destinations
Staff Putting
Pillows out for
those asleep
‘Luxury’
Environments
![Page 44: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/44.jpg)
3. Your Turn – Beer
Codes / Sub
Codes
Sub Code = Sub Code = Sub Code =
Service
Code Device for
Meaning 1
Welcome
Smiling hostess
Code Device
for Meaning 2
Code Device
for Meaning 3
Exotic
![Page 45: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/45.jpg)
make it better
https://www.youtube.com/playlist?list=PLE2mKJvT7ionsmtVIPfHEAjR9Oz0XBoN5
![Page 46: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/46.jpg)
![Page 47: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/47.jpg)
![Page 48: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/48.jpg)
![Page 49: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/49.jpg)
![Page 50: Semiotics 101.ppt](https://reader034.vdocuments.site/reader034/viewer/2022051521/5a64b5de7f8b9a88148b485b/html5/thumbnails/50.jpg)