3. Semiotics – The science of
signs
Charles Sanders Peirce
‘ We think only in signs’- signs take the form
of:
- Words
- Images
- Sounds
- Odours
- Flavours
- Ads
- Objects
Charles said ‘ nothing is a sign unless it is
interpreted as a sign’
4. DeSaussare
DeSaussare offered a ‘dynamic’ or
two part model of the sign.
He defined a sign as being composed
of:
- A signifier
( the form in which the sign takes )
- And the signified
( the concept it represents )
5. Charles Sanders Pierce
Said there is three types of
sign:
1.
- icon/iconic a mode in which
signifier is perceived as
resembling or imitating the
signified e.g the empire state
building being iconic to New
York
6. 2.
- An Index shows evidence
of what’s being represented.
A good example is using an
image of smoke to indicate
fire.
7. 3.
- A Symbol has no resemblance
between the signifier and the
signified. The connection between
them must be culturally learned.
Numbers and alphabets are good
examples. There’s nothing inherent
in the number 9 to indicate what it
represents. It must be culturally
learned.
