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Munyaradzi Tsodzo 210227869
Blessed Mhungu 210226935
Gerard Theron 209106999
Elisha Chakanyuka 210226811
Eugene Mafurutu 210227656
Semiotics and Design
The study of signs and how they are perceived in a given human culture.
An expert in semiotics is called a semiologist.
Semiotics is also called linguistics because
( Williums , 1976 : 28 ) (Ford, 2008)
Definition
Signified
•Concept or idea
Signifier
•the object itself
•the object's form
Sign
•icon or symbol
(Chandler, 2011)
Ferdinand De Saussu
•1857-1913
(YUFind, 2010)
Founding Theorists
Charles Pierce
•1839-1914
(IUPUI, 2013)
1. Person witnesses the sign
How Humans Respond To Signs
2. Meaning is interpreted from
the sign
3. Person reacts according to
meaning.
(Ford, 2008)
•Denotative meaning:
•connotative meaning:
Behavioral cues:
•rituals,
•social organization
•cultural uses of symbols
•emotional attachments to symbols
Communication representations
•speech
•imagery (literary, media)
•literature (i.e. mythology and lore)
•clothing and fashion
•popular media (print, television, film, etc.)
Application of semiotic analysis
•analyse consumer processes
•identify patterns relating to innovative thinking.
(Caesar,1982:65)(Caesar , M.1984)
Semiotics is used to identify...
Phenomenology
• Symbolism being formed from a person's experience of a memorable event
Related Qualitative
Theories
Historic Theory
• Symbolism being related to past events and artefacts.
Feminist Theory
• Gender-related significance of signs and symbols.
Ethnography
• Cultural and social significance of signs and symbols
(Goulding, 2013) (Benzies, 2009) (Barbara, 2010).
Grounded Theory
•Generating theories from the use of signs and symbols.
Ethnographic data capture
•Photography and video footage of human behavior.
•Prototyping or product testing
Media review
Collection of archived media such as
 film and television reels
 print media
 marketing materials
Brand Audits
•Identity, product, packaging, experience
•Life-cycle assessment of brand-related sensory values.
(Chandler,2007:90) (Deely, 1990:120)
Tools Used For Semiotic Analysis
Martell Cognac Rebranding Campaign.
•Bottles are deliberately shaped to mimic abstract sculptures.
•Patterns are based on gemstone or jewellery designs.
•Design reinforces association with aristocracy and luxury.
Case Study #1
(Creative Semiotics, 2011) (Shademati, 2012)
Lady Gaga, Telephone, 2010.
•Use of controversial and shocking imagery throughout the video.
•Strong anti-establishment and anti-Catholic symbolism in Lady Gaga's music.
•Use of taboo, or rebellious symbols are subjects of heated debates.
Case Study #2
(LadyGagaVEVO, 2010) (Vigilant Citizen, 2010) (Holdaway, 2013)
hgiggi
Dsfsfds
Semiotics and Design Theory
• Barbara, B. 2010 . Bio graphics . U.S.A :Department of Business administration at Ratgers The State
university of New Jersy. Pp . 14
• Benzies , M. 2008 . Symbolic Interactionism theory . Canada : Faculty of Nursing University of Alberta
press .Pp 4- 19
• Caesar,M.1982.Theory of Semiotics.USA. Indiana University press.
• Caesar , M.1984. Semiotics and the Philosophy of language, USA. Indiana University press.
• Chandler,D.2007.Semiotics:The basics, Canada. Routledge publishers
• Chandler, D. 2011. Semiotics For Beginners. Aberystwyth University. [online]. Available:
http://users.aber.ac.uk/dgc/Documents/S4B/sem02.html. [27 February 2013].
• Creative Semiotics. 2011. Case Studies: Product Design. Creative semiotics. [Online]. Available:
http://www.creativesemiotics.co.uk/casestudies_productdesign.html. [2 March 2013].
• Deely,J. 1990. Basics of Semiotics, USA. Indiana University press.
• Ford, O. 2008. Semiotic Theory. The Stewardship. [Online}. Available: http://the-
stewardship.org/research/semiotics.htm. [28 February 2013].
Bibliography
• Goulding, C. 2003 . Positivism versus interpretivism , UK . Wolverhampton University pp. 30-34.
• Hjelm, S. 2002. Semiotics in product design. Kungliga Tekniska Högskolan
• [Online]. Available: http://smart.tii.se/smart/publications/pubs/semiotics.pdf. [03 March 2013].
• Holdaway, X. Idol Worship: The Beautitudes of Lady Gaga. Religion & Politics. [Online]. Available:
http://religionandpolitics.org/2013/02/19/idol-worship-the-beatitudes-of-lady-gaga/. [27 February
2013].
• IUPUI. 2013. Charles S. Pierce. Purdue University Indianapolis. [Online]. Available:
• http://www.iupui.edu/~peirce/peirce/life/lifex.htm. [1 March 2013].
• LadyGagaVEVO. 2010. Lady Gaga - Telephone ft. Beyoncé. Interscope Records & YouTube LLC.
[online]. Available: http://www.youtube.com/watch?v=EVBsypHzF3U. [26 February 2013].
• Shademati, L. 2012. Hennessy – comes from love. Lamiriposa. [online]. Available:
http://www.lamariposa.co.il/hennessy-comes-from-love/ [13 March 2012].
• Vigilant Citizen. 2010. The hidden Meaning of Lady gaga’s “Telephone”. The Truth Seeker.
[Online]. Available: http://www.thetruthseeker.co.uk/?p=12442. [2 March 2012].
• YUFind. 2010. Ferdinand de Saussure. Yale University Library. [online]. Available:
http://yufind.library.yale.edu/yufind/Author/Home?author=Saussure%2C%20Ferdinand%20de
%2C%201857-1913. [28 February 2013].

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Semiotics

  • 1. Munyaradzi Tsodzo 210227869 Blessed Mhungu 210226935 Gerard Theron 209106999 Elisha Chakanyuka 210226811 Eugene Mafurutu 210227656 Semiotics and Design
  • 2. The study of signs and how they are perceived in a given human culture. An expert in semiotics is called a semiologist. Semiotics is also called linguistics because ( Williums , 1976 : 28 ) (Ford, 2008) Definition Signified •Concept or idea Signifier •the object itself •the object's form Sign •icon or symbol (Chandler, 2011)
  • 3. Ferdinand De Saussu •1857-1913 (YUFind, 2010) Founding Theorists Charles Pierce •1839-1914 (IUPUI, 2013)
  • 4. 1. Person witnesses the sign How Humans Respond To Signs 2. Meaning is interpreted from the sign 3. Person reacts according to meaning. (Ford, 2008) •Denotative meaning: •connotative meaning:
  • 5. Behavioral cues: •rituals, •social organization •cultural uses of symbols •emotional attachments to symbols Communication representations •speech •imagery (literary, media) •literature (i.e. mythology and lore) •clothing and fashion •popular media (print, television, film, etc.) Application of semiotic analysis •analyse consumer processes •identify patterns relating to innovative thinking. (Caesar,1982:65)(Caesar , M.1984) Semiotics is used to identify...
  • 6. Phenomenology • Symbolism being formed from a person's experience of a memorable event Related Qualitative Theories Historic Theory • Symbolism being related to past events and artefacts. Feminist Theory • Gender-related significance of signs and symbols. Ethnography • Cultural and social significance of signs and symbols (Goulding, 2013) (Benzies, 2009) (Barbara, 2010). Grounded Theory •Generating theories from the use of signs and symbols.
  • 7. Ethnographic data capture •Photography and video footage of human behavior. •Prototyping or product testing Media review Collection of archived media such as  film and television reels  print media  marketing materials Brand Audits •Identity, product, packaging, experience •Life-cycle assessment of brand-related sensory values. (Chandler,2007:90) (Deely, 1990:120) Tools Used For Semiotic Analysis
  • 8. Martell Cognac Rebranding Campaign. •Bottles are deliberately shaped to mimic abstract sculptures. •Patterns are based on gemstone or jewellery designs. •Design reinforces association with aristocracy and luxury. Case Study #1 (Creative Semiotics, 2011) (Shademati, 2012)
  • 9. Lady Gaga, Telephone, 2010. •Use of controversial and shocking imagery throughout the video. •Strong anti-establishment and anti-Catholic symbolism in Lady Gaga's music. •Use of taboo, or rebellious symbols are subjects of heated debates. Case Study #2 (LadyGagaVEVO, 2010) (Vigilant Citizen, 2010) (Holdaway, 2013)
  • 11. • Barbara, B. 2010 . Bio graphics . U.S.A :Department of Business administration at Ratgers The State university of New Jersy. Pp . 14 • Benzies , M. 2008 . Symbolic Interactionism theory . Canada : Faculty of Nursing University of Alberta press .Pp 4- 19 • Caesar,M.1982.Theory of Semiotics.USA. Indiana University press. • Caesar , M.1984. Semiotics and the Philosophy of language, USA. Indiana University press. • Chandler,D.2007.Semiotics:The basics, Canada. Routledge publishers • Chandler, D. 2011. Semiotics For Beginners. Aberystwyth University. [online]. Available: http://users.aber.ac.uk/dgc/Documents/S4B/sem02.html. [27 February 2013]. • Creative Semiotics. 2011. Case Studies: Product Design. Creative semiotics. [Online]. Available: http://www.creativesemiotics.co.uk/casestudies_productdesign.html. [2 March 2013]. • Deely,J. 1990. Basics of Semiotics, USA. Indiana University press. • Ford, O. 2008. Semiotic Theory. The Stewardship. [Online}. Available: http://the- stewardship.org/research/semiotics.htm. [28 February 2013]. Bibliography
  • 12. • Goulding, C. 2003 . Positivism versus interpretivism , UK . Wolverhampton University pp. 30-34. • Hjelm, S. 2002. Semiotics in product design. Kungliga Tekniska Högskolan • [Online]. Available: http://smart.tii.se/smart/publications/pubs/semiotics.pdf. [03 March 2013]. • Holdaway, X. Idol Worship: The Beautitudes of Lady Gaga. Religion & Politics. [Online]. Available: http://religionandpolitics.org/2013/02/19/idol-worship-the-beatitudes-of-lady-gaga/. [27 February 2013]. • IUPUI. 2013. Charles S. Pierce. Purdue University Indianapolis. [Online]. Available: • http://www.iupui.edu/~peirce/peirce/life/lifex.htm. [1 March 2013]. • LadyGagaVEVO. 2010. Lady Gaga - Telephone ft. Beyoncé. Interscope Records & YouTube LLC. [online]. Available: http://www.youtube.com/watch?v=EVBsypHzF3U. [26 February 2013]. • Shademati, L. 2012. Hennessy – comes from love. Lamiriposa. [online]. Available: http://www.lamariposa.co.il/hennessy-comes-from-love/ [13 March 2012]. • Vigilant Citizen. 2010. The hidden Meaning of Lady gaga’s “Telephone”. The Truth Seeker. [Online]. Available: http://www.thetruthseeker.co.uk/?p=12442. [2 March 2012]. • YUFind. 2010. Ferdinand de Saussure. Yale University Library. [online]. Available: http://yufind.library.yale.edu/yufind/Author/Home?author=Saussure%2C%20Ferdinand%20de %2C%201857-1913. [28 February 2013].