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Semiotics
Study of Signs
o The Arnolfini Marriageo Jan van Eyck 1434
o Fashiono Head Dresso Heavy Clothing, Greeno Bedo Dogo Shoeso Orangeso Cherries o Hands (1 and 2)o Eyeso Mirroro Broom
o Chandelier
Diamond Engagement Ring Tradition
Terminology
Signo Something that stands for
something else (signifier)
Signified / Signifcationo DeBeers created this signification:
Size of the diamond equates to amount of love and worth of the bride.
o = =
Image: a collection of signs
Codeso Systems of signs
Decodeo To read signs (what is being
signified)
Denotation: Literal Meaningo Literal Meaning
Connotation: Ideology / Mythology
Terminology
o Signo Something that stands for something else
(“signifier”)o Signified:o What the sign meanso Significationo Meaning / the act of signifyingo Decodeo To read signso Image:o A collection of signso Codeso Systems of signs (e.g., bridal codes)o Denotation: o Literal meaningo Connotation: o Ideology/Mythology
De Saussure: Signs become defined by their differences with other signs in a system.
Barthes
Denotation
Connotation
(Connotation obscuring Denotation)
Matthias Grunewald, Crucifixion, 1512-1515
Destabilization of a Sign
o Example: Concorde Jet
Is this a symbol, icon, or index?
Symbol, Icon, or Index?
Symbol, Icon, or Index?Betty Crocker
Icons
o Iconographic: o Having the qualities of an icono Iconography: o Use of iconso Iconoclasto Destroyer of Icons
Paradigmatic/syntagmatic
Critical TheorySome ideas that influence
the way we read signs:
Freudian (Psychoanalysis)JungianFeministEthnicMarxist
Semiotics
Freud: Id, Ego, Super Ego
Freud: Sublimation
Freud: Phallic Symbols
Freud: Phallic Symbols
Freud: “Penis Envy”
Freud: Fear of Castration
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