The study of sign or Semiotics sometimes may help us to think of the question why? Why do they put this signs easy to remember, Why do they use this signs for particular meaning, Why do they put that sign to particular place, why do we have to know about that sign that does not relates to our business and why do we have to study the signs if we already know the meaning?
Is signs really important to our everyday life? Are signs giving we profits to whatever signs we see in our everyday life? There are some of the reasons why we have to study sign especially when it comes to Semiotics that provides understanding of how discourses ideologies and politics are rated via visual rules and codes. As stated in our Week 3 lecture about Semiotics Revisited.
Sign are formed form the signifiers and signified. From the literal explanations of the sign it gives the denotation while connotation forms from the mental concept generated form the signifier of sign and that creates the analysis of semiotics to particular images or sign.
However, according to Mouton de Gruyter (1995) in his book titled Advances in Visual Semiotics The Semiotic Web 1992-93 that was written by M.Krampen titled Semiotics of Objects Revisited – The Connotative Meaning of Objects:
“For investigating the structure of the universe of everyday objects, we based our deginition on the affordance concept of Gibson (1979) and the idea of semantic distances of functions first advanced bu the late Abraham Moles (1972). We further adopted the distinction between denotative and stylistic (connotative) affordances. The latter are identified by looking at the different ways one and the same denotative function – e.g., a flower case – can be realized (e.g., a painted Chinese vase made of porcelain and a crystal vase decorated by engraving figures into it). It would be expected that functional and stylistic differences would also condition the structure of the universe of objects” (p.526-527)
From the example of a flower vase as stated in his writing people are looking in different ways one and the same denotative function.
Here is one of the examples of an advertising image, which can be analysis by the Semiotics factors.
The picture below shows a food advertisement to entice Food Lovers to come to Brunei. Which I was told to imagine being a graphic designer who hired by Tourism Board of Brunei.
Is signs really important to our everyday life? Are signs giving we profits to whatever signs we see in our everyday life? There are some of the reasons why we have to study sign especially when it comes to Semiotics that provides understanding of how discourses ideologies and politics are rated via visual rules and codes. As stated in our Week 3 lecture about Semiotics Revisited.
Sign are formed form the signifiers and signified. From the literal explanations of the sign it gives the denotation while connotation forms from the mental concept generated form the signifier of sign and that creates the analysis of semiotics to particular images or sign.
However, according to Mouton de Gruyter (1995) in his book titled Advances in Visual Semiotics The Semiotic Web 1992-93 that was written by M.Krampen titled Semiotics of Objects Revisited – The Connotative Meaning of Objects:
“For investigating the structure of the universe of everyday objects, we based our deginition on the affordance concept of Gibson (1979) and the idea of semantic distances of functions first advanced bu the late Abraham Moles (1972). We further adopted the distinction between denotative and stylistic (connotative) affordances. The latter are identified by looking at the different ways one and the same denotative function – e.g., a flower case – can be realized (e.g., a painted Chinese vase made of porcelain and a crystal vase decorated by engraving figures into it). It would be expected that functional and stylistic differences would also condition the structure of the universe of objects” (p.526-527)
From the example of a flower vase as stated in his writing people are looking in different ways one and the same denotative function.
Here is one of the examples of an advertising image, which can be analysis by the Semiotics factors.
The picture below shows a food advertisement to entice Food Lovers to come to Brunei. Which I was told to imagine being a graphic designer who hired by Tourism Board of Brunei.
The connations of the image above is the purity of Islam who served ‘Halal’ local food. Then people tend to imagine the taste of the five delicacies I attached to this picture. The backgrounds of Brunei children are the sign of the uniqueness of Brunei Philosophy Melayu Islam Beraja. The childrens wear tudung is the signified of Islam. This also leads us to Brunei Culture who wears tudung as a muslim Brunei girl or women. Besides that some of the food also normally what kids are like to eat.
Five local foods must try. From the left, Kelupis, Calak Daging, Currypuff, Makanan Cincin and Ketupat. I anchor the picture with Toursim Board of Brunei logo to show more about Brunei interest that is clearly stated inside every letter of B.R.U.N.E.I.
Semiotics is the study of signs. It provides understanding of how discourses, ideologies and politics are created via visual rules and codes.
Semiotics can expose the hidden truths and power of advertising and reveals the secret of identities through fashion. Semiotics provides an analytical language for visual communication professionals.
Bibilography:
Bibilography:
- Mouton de Gruyter (1995). Advances in Visual Semiotics – The Semiotics Web 1992-93. Berlin: New York.
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