SEMIOTICS
Part Two
Image result for semiotics

Terms Review
•SIGN
•SIGNIFIER + SIGNIFIED
•DENOTATION
•CONNOTATION
•ICON, INDEX, SYMBOL
•GESTALT
•TROPES (OR “CODES”)

•
•SIGNIFIER:
•
•
•
•
•SIGNIFIED:   “Okay”
SIGN

Paul Saussure

Heart
•Denotations
•Organ
•Muscle
•Connotations
•Love
•Care
Image result for red heart
• Denotation + Connotation

Image result for icon index symbol
• Icon, Index, Symbol


GESTALT
Principles of Visual Perception
•“The whole is different from the sum of its parts.”
https://ourbraggingwrites.files.wordpress.com/2011/11/img_0709.jpg?w=480&h=312

•



•



•



Image result for Fed Ex logo



•



•



•



•



•



•



•



Proximity
Image result for gestalt proximity examples in design Gestalt Principle - Proximity - Unilever Logo


Continuity
Gestalt Principle - Continuity - CocaCola logo
Our eyes follow a line naturally so when we see an object, we are automatically compelled to move
through it.

IDEAL and REAL
•Visual messaging may link the “promise” or the “desired experience” with the real product, service
or event. For example, universities:
•                            IDEAL:       REAL:
Image result for college website Image result for homework

GIVEN and NEW
•Think of this visual message as an example of Gestalt “continuation.” Our eye naturally moves from
left to right, arriving at some resolution or unexpected ending (new knowledge). Think of “new” as
“result” or “better”
•GIVEN:        NEW:
Image result for dirty socks Related image

• TROPES
•(or CODES)
•A common pattern, theme, or motif within a genre            … or a society
•
•(dark skies in war films)
•
https://s-media-cache-ak0.pinimg.com/236x/ac/ed/29/aced29188ee7cde4b8da538e7f2ad603.jpg

•
ADS are often guided by cultural codes:
Beer + “Nature”

• Cigarettes + “Manliness”
•Perfume + “Romance”


Image result for Gatorade that's why ad
• Youth Culture Category Codes, such as “Personal”


Image result for apple iphone ad



Image result for nike ad



HILOBROW
SEMIOVOX


Sources for images
•HUGH KRETSCHMER
•PICTURE OF THE YEAR INTERNATIONAL
•PULITZER PRIZE-WINNING PHOTOS
•WORLD PRESS PHOTOS