EWS42308597405 - 1 Table of Contents Introduction . 2 2....

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1 Table of Contents Introduction ..................................................................................................................................... 2 2. Background .................................................................................................................................. 3 3. Logos, Symbols and Icons – A Brief History .............................................................................. 4 4 The Function of Trademarks ......................................................................................................... 5 5. Semiotics ...................................................................................................................................... 6 6. Conclusion ................................................................................................................................... 9
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2 Semiotic Theory and Graphic Trademarks in Advertisement Introduction In this essay, I will explore the process of communication for successful graphic trademarks and how it identifies its company or product by way of a semiotic analysis. The semiotic analysis, including the definitions of each classification, makes it possible to classify each trademark within the taxonomy of trademarks As human beings it is our natural tendency try to understand correctly both the direct communication and the underlying meaning of what is told or written to us without misunderstanding or miscommunication. This curiosity makes it possible for us to achieve such knowledge and understanding through which the form of communication would no longer be misinterpreted. In the absence of any solid and objective criteria to analyze a communicative effort, we can only ask the sender what the meaning is This is where the study of communication rests on theories and embraces the theories and ideas of philosophy and psychology.I wish to quote Murungi (2003) who expresses the similar view on the importance of studying visual communication in the words as follows: In semiotics we have [a lot] of work which examines the processes of communication by way of determining, at least theoretically, how and why symbols convey meaning. On the other hand, in visual communication we have a professional and academic area which develops and puts into use the media of visual communication, ie., the products, in the form of icons, signs, graphical symbols, illustrations, pictorial sequences and other interfaces by which information is represented and communicated visually (Murungi 2003, p. 15). Murungi (2003) further refers to the ideas of Kinross (as cited in Murungi 2003), that the interrelatedness between semiotic processes and visual communication media
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3 is underlined by the observation that ‘much of what is said of semiotics suggests that it belongs with those theories that help us to understand the products of design’ (p. 15). Therefore, meaning, signification, communication, and understanding come into play
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This note was uploaded on 05/04/2008 for the course SEMIOTICS Vic121 taught by Professor Mathers during the Spring '08 term at University of Toronto.

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EWS42308597405 - 1 Table of Contents Introduction . 2 2....

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