CTX Lecture 3 "Visual Semiotics"
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 !
