col-2 - E013: The Semiotics of Advertising Midterm Review...

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E013: The Semiotics of Advertising Midterm Review Part I. Define the following terms: semiotics signifier – form of the sign *Saussure* signified – what the sign means (meaning) *Saussure* representamen – same as signifer, form (sign vehcle) *Peirce* referent/object – signified *Peirce* interpretant – the real meaning, factors in context (Sense) natural – some sort of inherent connection between signifier and signified, does no have to be taught / direct relation to a meaning arbitrary – purely conventional (created for use by humans) a group of people decided this means this / signs have no direct connection to the meaning/the relationship was taught, most words in our language symbolic – means the same thing as arbitrary, conventional, taught iconic – resembles the meaning (photos, drawings) onomatopoeias, imitates or resembles signifier indexical – direct link between signifier and signified (prints, smoke, symptoms), related naturally to what it means but it doesn’t resemble or look like it/inherently linked paradigmatic choice – the choices or options that can be substituted for each other (vertical) syntagmatic relationship – the items that are associated with each other/relationships between choices (horizontal) narrative – type of sequential syntagmatic relationship – 6 parts metaphor – X is Y simile – subtype of a metaphor uses “like” or “as” metonymy – suggests something by something associated with it synecdoche – a special type of metonymy that involves substitution of part for a whole or vice versa irony – the literal meaning is undercut by a secondary (and if irony is successful, obvious) meaning radical realism – there is an objective reality and signs correspond to that reality radical idealism – there is no objective reality only representation spatial - syntagmatic relationship / arragement of visual elements conceptual - syntagmatic relationship / association of ideas sequential - syntagmatic relationship/ signs in temporal or visual sequence (narrative) binary – one or the other, two choices non-binary – more than two possible choices privative – one member is a submember (marked-one member excludes other) equipollent – one isn’t a special type of another, equal poles
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col-2 - E013: The Semiotics of Advertising Midterm Review...

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