1. Visual Signs Telling A Story
- Using Semiotics to Explore “Hidden” Insight
about Historical Appeal of Han
- Yu Feng - Directed Research -

2. Problem
Nowadays, people are confused about what is traditional Chinese
clothing, even the Chinese themselves.
Han, as the dominant ethnic group, can stand for Chinese clothing
culture. Can a semiotics design approach create a visual system for
the Han’s clothing history in an efficient and effective way, which allows
people to get a deeper understanding and impression?
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3. Hypothesis
This thesis presents the hypothesis that semiotics, as applied to the
visualizations of historical apparel and other graphic representations,
may be employed to uncover heretofore “hidden” insight in regard to
the dominant ethnic group of China (Han).
In contrast to established descriptions of the place of ethnicity in
describing historical and contemporary Chinese culture, especially
Han, a semiotic approach brings the analysis of advertising, marketing
and data mining, and promises “unofficial,” insights into how this group
actually conduct their lives.
Such an approach may offer clarity as to the character and purpose of
the Han, leading to the development of targeted products and services
outside of the global mass market of current offerings.
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4. Outline
1. Introduction / Overview
- The summary of clothing and other visual artifacts regarding the Han
Nationality (briefly introduction in history, main colors, materials and
patterns in each dynasty).
- What is disadvantages of current texts on the Han?
Viewers are passive to receive the messages mostly which lead to
distraction easily.
- Semiotics in visual communication and why it applies to this problem.
Decode(signs)
Sender Receiver
Dominant-hegemonic, Negotiated, Oppositional reading
“Visual Communication and Semiotics: some basic concepts.” Professor Erkki Huhtamo, UCLA
http://www.infoamerica.org/documentos_pdf/jacobson1.pdf
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5. 2. The importance of semiotics in visual communication
A. What is semiotics (the father of semiotics: Ferdinand de Saussure)
B. Types of Signs(Philosopher Charles S. Peirce)
Icons
Indexes
Symbols
- Richard J. Pratt, “Making Semiotic Theory More Relevant to Professional Graphic Design”, http://
csus.academia.edu/RichardPratt/Papers/486970/Semiotics_and_Professional_Graphic_Design
C. Psychology
In semiotics, the object not only contains the information, but also
carries an emotional impact for the audience. The human senses
capture the signal and then transfer the impression to the brain, which
leads to a subjective conclusion, wherein the meaning depends on the
perspective of each person.
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6. 3. Semiotics as applied to other disciplines
- Ecology(Ecosemiotics)
- Semiotics of Cinema
< Cinema And Semiotic: Peirce And Film Aesthetics, Narration, And Representation >,
Johannes Ehrat.
- Semiotics of Architecture
“Semiotics and the discourse of architecture”, Walker, Paul Joseph.
- Semiotics of Fine Arts
< The Da Vinci Code >, Dan Brown.
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7. 4. Han nationality and its importance to China
A. History
B. Population
Han is the main ethic group in China. It is also the largest in the world.
The population is 1.3 billion, which is a fifth of the world’s population.
C. Culture
Han cultural represents Chinese culture and ideology system.
D. Clothing culture
The complete clothing system in China started during the Han dynasty
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8. 5. Image signs with massages
A. Enough light
B. Brain process
C. Break into simple graphic elements
D. Sensual in eyes and perceptual in brain=memorable images
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9. 6. Official vs. invented culture in China as seen through fashion
and other symbols
A. Diverse styles, but maintained the basic character: right lapel and collar, no buttons
with one sash
B. Connected to Han (Chinese) culture
C. Hanfu with religion: zhouyi (divination)
7. What aspects affect Hanfu?
A. Weather B. Culture C.Body structure D. Technology
8. Conclusion and/or Further Questions
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10. Sources
- Yesta Desamba, “Semiotic in graphic design”
http://jayce-o.blogspot.com/2011/05/semiotics-in-graphic-design.html
- Maldonado, Tomas (1967). Visual Signs in Operative and Persuasive Communication,
in UPPERCASE 5 (Theo Crosby Ed.) Tonbridge, Kent: Whitefriars.
- “Design and semiotics”,
http://www.nadin.ws/wp-content/uploads/2007/02/design_and_semiotics.pdf
- <Visual Communication, Images with Messages>, Paul Martin Lester.
- The Grammar of Visual Design: Gestalt & Semiotics, http://www.youtube.com/
watch?v=LpdJgDf7V6E
- <The Social Psychology of Clothing: Symobic Appearances in context>, Susan Kaiser,
Second Edition.
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11. Thank you!
- Yu Feng - Directed Research -