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thisisnotapipe

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Everythingisasign.

Languageisasystemofsigns.

FerdinanddeSaussure

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semio8cs

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Semio8csis..

thestudyofsignsthatoffersanexplana8onof

howpeopleextractmeaningfromwords,

soundsandpictures.

Anunderstandingofsemio8cshelpsa

designertoins8lworkwithreferencesthat

enablethemtocommunicatemul8plelayersofinforma8ontoareader.

(Ambrose&Harris2009)

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FerdinanddeSaussure(157-1913)

Swisslinguist Gaveobscurelecturesinearly1900s Influencedtheory&philosophythroughhisresearchwhichbecameknownassemio8cs

PublishednothingbuthislectureswerewriVenupandpublished

Hisinfluencegrewandgrew

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WhatwasSaussureinterestedin?

Structureoflanguage Howlanguageworksasasystem(nothowlanguagedeveloped)

Howthingsworkedassigns(Osborne&Turner2006)

Whataresigns?Whatdoesthatmean?

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Signs:

representa8ons

ofotherthings

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Whatdoestheapplesignify?

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LucasCranach,AdamandEve,1526

Whatdoes

theappleinthispicture

signify?

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SeanHall(2007)statesthattheapplerepresentsthefruitoftheTreeofKnowledgeandthatSatan,takingtheformofserpent,usestheappleandgivesittoAdam.WiththisactAdamandEvefallfromgraceintheeyesofGod.

Hall,S(2007)ThisMeansThisandThisMeansThat.London:LaurenceKing

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itisonlybecausethereisalreadyawell

establishedconnec8oninourmindsbetween

theappearanceofanappleandtheideaof

tempta8onthatthisfruitisusedinthepicture.Itisthisconnec8onthatmakesthe

picturesuccessfulintermsofcommunica8on

(Hall2007p10)

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Apple(whatwecallthesignifier)isthefruit

usedtosignifytempta8on(whatwecallthe

signified).

Whatifsomeotherfruithadbeenchosento

representtempta8on?

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Numerousrela8onshipscanexist

betweensignifierandsignified.

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means:

tempta8on

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means:

healthy

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means:

fruit

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ItiseasytoassumethattheimageofEvebeing

temptedbytheappleaccuratelyreflectsthe

storyintheBible.ButintheBiblethereisno

men8onofanapple.Fruitismen8oned,butnotapples.Soperhapsitwasreallyanorange

thattemptedEve.Orafig.(Hall2007p10)

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Harvard

referencingguideonMoodle!

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SeanHall hVp://www.gold.ac.uk/design/staff/hall/

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So

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Saussurewasconcernedwithhowsignsfunc8oned.

Hewasinterestedintheques8onofrepresenta8on,of

howonethingstandsforsomethingelse.

HedrewaVen8ontothefactthatwordsdidnthavea

naturalmeaning.

Eghorsedoesntrefertotheessenceofhorseness

buttoanideaabouthorses.

Thereforeawordisasign.

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Forexample:

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Signifier(printer)

Perceivediconofaprinter

Signified(print)whatthereader

Recognisesasthefunc8onof

printer

Significa8on(prin8ng)recognisingthat

printerinthiscontextreferstothe

Signifiedconcept

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hVp://www.youtube.com/watch?v=o7_KcBAvIAE&feature=relatedhVp://www.youtube.com/watch?

v=E5FZRa7h99A&feature=related

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Semio8csofthe8e

hVp://www.youtube.com/watch?v=qeefWSYrDw&list=UUN0tlKKULyppTTC-

DYdzxQ&index=1&feature=plcp

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Howisthisequa8onpossible?

=

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Howisthisequa8onpossible?

=

Signifier

Person:HughLaurie

LinkingNo8on

Abstractccncepts

Eg:beauty,handsomeness

Signified

Object=perfume

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Howisthisequa8onpossible?

=

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ProductasGenerator

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Aproductmaygofromrepresen8ngan

abstractqualityorfeeling,togenera8ngor

beingthatfeeling:itmaybecomenotonlya

signbuttheactualreferentofthatsign.Itisonethingforaproducttomeanhappiness,it

isanotherforittobe,orcreatehappiness.

(Williamson197p36)

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Theproductisalwaysasignwithinthead:aslongasyouarenotinpossessionofitor

consumingit,itremainsasignandpoten8al

referent:theactofbuying/consumingiswhatreleasesthereferentemo8onitself.

Keyword:Referent

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Productasgenerator

=

What is the referent?

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task

Findanadvert,s8llormovingimage. Makeasemio8creadingoftheadvertconsideringandusingthefollowingkeywords:

Sign,signifier,signified Determine:whatistheabstractfeeling? Whatisthereferent?

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Bibliography

Ambrose,G&Harris,P(2009)TheFundamentalsofGraphicDesign,London:AA

Hall,S(2007)ThisMeansThisThisMeansThat,London:LaurenceKing OsborneR&TurnerN(2006)ArtTheoryforBeginnersLondon:Zidane

Press

Williamson,J(197)DecodingAdver8sements:IdeologyandMeaninginAdver8sing.London:MarionBoyarsPublishing

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ReadingWeek2partTask

ReadingtoLearn:

1)Developyourac8vereadingstrategies.Buyorborrowagoodqualitystudyskillsbook.Therewill

beasec8ononhowtoreadeffec8vely.Readthis!

2)ReadHowWeNego8atetheMeaningofImages(see

handout).Usesomeofthetechniquespresentedin

theStudySkillsbooktoeffec8velyreadthetext.

3)Writeaparagraphdefiningthemainpointofthe

text.Keepthisinyourjournal.Wewillsharesome

of these back in class.