VJ97

In this lecture, Mr Choy had talk about Visual Semiotics. So, What is visual semiotics?

 

Visual Semiotics ?

Visual semiotics is a sub-domain of semiotics that analyses the way visual images communicate a message.

 

Theories: 

- From the greek word "theoria".

- To reflect, observe, view, dictionary; describes it as a system of things, explanation of abstract principles whether in science of art.

- Can be speculative or deductive or based specific hypothesis.

- Can also be based on evidenced and data.

 

Theories applied in graphic design and visual communication.

- Taken from a general study of the science of signs

- Europe : Semiology

- USA : Semiotics

 

Saussure and Pierce

- Ferdinand de Saussure 1857-1913

- Swiss professor of linguistics

- Charles Sanders Peirce 1839-1914

- American philosopher

- Semiotics were central to their studies

- Developed structural models of signs.

 

Saussure's model 

-Signified- denote (fact)

- Signifier- connotation ( representations or interpretations)

 

Peirce model

- Philosopher & founder of the American tradition of semiotics 

- Signifier

_ Similar to Saussure but different terms.

 

3 main areas that form what we understand as semiotics

-  signs themselves

-  way they are organised into systems

-  context in which they appear

 

Example :  The word "dog" has 3 phonemes : d,o and g. In written form, the letter 'd', 'o' & 'g' represent the  sounds.

 

Sound = idea/Image = signified. 

"DOG"= representation/ meaning = signifier

When brought together= SIGN !