oct.9 - Semiotic vocabulary - Signifier- that part of a...

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Semiotic vocabulary - Signifier- that part of a sign that does the referring: the physical part of the sign (the apple, tree, naked people) - the apple is used to signify temptation - signified - that part of a sign that is referred to; a synonym for referent and object - there’s a well established idea in our mind that fruit represents temptation - many relationships between signifier - we can have the same signifier with different signifies - (signifier) APPLE—means—temptation, healthy, fruit (signified) - we can have different signifiers with the same signify - (signifier) apple, Pomme, apfel—all mean apple (signified) - what has happened to the woman in the photograph? - Representation photographs cause a problem, they seem to be caused by real events even though they are faked. We maintain a distance from these images, it changed how we interoperate the photographs, because we think that they might be fakes. - The signifier and signify non arbitrary relationship that exists is nondexitcal o Signifier- a black eye ----- signified – a punch - We identify with the signifed in the advertisement - Looks like the natzi sign, but is actually an Indian sign that means good luck - Some symbols are arbitrary, goat- lut, other kinds of situations, ice cream- end of the meal- - Advertisements allow for us to complete the story and bring our own meaning (wrong order of letters) - Denotation- the primary meaning of a sign (see picture, see the apple, know what its like eating apple) - Connotation- the extended of secondary meaning of a sign, the sumbolic or muthic implications of certain signifiers - Narrative- something narrated, told or written, such as an account, story, tale and even scientific theory. o so many narratives are familiar to us, advertisements can invoke a particular narrative and all its associations by just showing us a single image that represents of one moment in the narrative, a "snapshot" that invokes the whole story. - Myth- any story of narrative in early cultures that aims to explain the origin of something of someone - Code- the system in which signs are organized and which determines how they are relate to each other to make meaningful text Sign : the smallest unit of meaning. Anything that can be used to communicate (or to tell a lie). The power of sign systems lies in this: their role in generating and maintaining shared
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oct.9 - Semiotic vocabulary - Signifier- that part of a...

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