Lesson 4: Visuals and Semiotics

Betty K. Spiers

bettyks@vt.edu

June 30, 2015

Assignment 4.1: Introduction to Semiotics

Semiotics – Semiotics includes the study of signs. It covers our way of thinking or the meaning created with various signs and symbols that we come across in our daily lives. Semiotics is not the actual item that is being observed in signs and symbols but the meaning that is created.

Signifiers – Anything that indicates something on a sign such as the words, pictures, or sounds that are seen or heard. An example could be the words SALE.

Signified – The idea and meaning that you get from observing words, pictures, or sounds on a sign. An example is I am going to save money.

Sign - Something that gives a meaning and stands for something else while communicating a message. Signs include two components, the signifier and the signified.

Codes – These include our different thoughts and ideas that surface when trying to understand different thoughts and behaviors, whether they are ours or someone else, and how they fit into the world around us.

Denotations – The basic or direct meaning that is presented on a sign.

Connotation – The interpreted meaning that is associated with signs. Connotations are usually influenced by what we associate specific items. An example is if I purchase specific items that are geared for athletes; I will be a great athlete.

Paradigm – A set signs that inspire each other because of the how they are related to each other.

Myth – A way of thinking and the message that is perceived when observing people, places, and things but is not always true. For example, wearing Nike shoes will make you a great athlete.

Ideology – Our usual thoughts and ideas that determine how we think and act as we go through our daily lives.

Assignment 4.2: Semiotic Analysis

Part 1:

When looking at this textbook cover, the signs I see include the title of the textbook, the author, the picture and the publisher. The back cover includes information on why to use the eText version of the book.

The denotation of book is the reader will learn about educational psychology through the guidance of Anita Woolfolk. The painting on the cover is of trees presented in the colors of brown, gold, and green with a bit of blue peeping through.

The connotation of the book is developed with the painting and the colors that are used in comparison of the textbook topic. The trees and the green colors presented in the painting provide a feeling of growth. This would reinforce the idea that as you read this book your knowledge will grow on the topic of educational psychology. The gold colors are associated with accomplishment and success. The browns give you the feeling of that every day tone that this book relates to everyone around us. Finally, the blue peaking through the trees give you a sense of calmness. With these colors among the trees, provides the reader they will grow and be successful in the knowledge they will gain while being grounded and calm on this topic that can sometimes be confusing.

When looking at this textbook cover, I see the title of the book, the authors, a picture, and the publisher. The back cover provides information on using Pearson eText.

The denotation of the book is the reader will learn about the systematic design of instruction through the guidance of the three authors listed on the textbook. The painting is of various colors of blocks that appear to be connected in some sort of design.

The connotation of the book is that the blocks will lay the foundation that the reader will need to be able to design successful instruction to meet the needs of each learner. The blocks are presented in various sizes and colors indicating that individuals are different and that each individual does not fit the same design or model. Also the blocks are balanced on each other to indicate with the proper instructional design; all involved can be successful and build on each other without falling apart.

Part 2:

While visiting the local Food Lion, I paid close attention to the layout of the store, the décor, staff uniforms, and displays. The layout of the overall store is in rows with various products placed on the outer edges of the rows. When you first walk in, there are the bundles of flowers that are available for purchase. These flowers provide a sense of beauty and fragrant smell right as you walk in the door. Next to the flowers, you will find the produce. The signs include words such as fresh and local. The produce is laid out neatly and occasionally is sprinkled with a splash of water to give them a fresh look. The colors bordering the produce are mainly green which also indicates the freshness of the fruits and vegetables. Passing the produce, the next area is the deli. The area is packed with fresh meats, baked goods, breads, and other side dishes such as cole slaw and potato salad. As you enter this area, you instantly are draw to take a look at what is available. You can even get a sampling of some of the food if you would like to try it out. On the far side edges of the store, you will find your dairy and cold foods. The consumer that is looking for only milk will journey through the store to the back. While this trip takes place, more than likely they will come out with more than the needed milk.

The store currently is loaded with sale tags colored in red and gold with the words WOW. They are easily visible and are in abundance along every aisle placed in front of every sort of item in the store. The staff all wears the same uniform which includes a blue shirt and khaki pants. They are easy to spot if you need assistance with locating something in the store. There are displays all through the store that are geared to the season. Below are some of the various signs and displays that I saw as I wandered through the store.

This is a display at the end of an aisle. I see the Wow sign that instantly made me stop and check out the display. In the display, you see bread, tuna, mayo, candy, and some additional supplies such as the spreader for the mayo and the can opening for the tuna.

The denotation is the actual items and the price for each one. There is also the free sign that indicates that if you buy something you can get something free. There is also the wording of WOW and Hot Sale.

The connotation is if I buy each of these items I can save a lot of money. I can also fix a quick lunch with everything that is on this display so I don’t have to wonder through the store trying to find everything I need. I will be proud of the money that I have saved and I will be able to treat myself to something else with my saved money.

The paradigm that is common among this display is if you buy these items you are a smart consumer.

They myth that is signified in this display is that you can save lots of money from buying these items. Many displays like this persuade you to purchase additional items that you may not necessarily need such as the mayo. You may already have some at home, but if you buy the mayo you get the can of tuna free. So you may find yourself spending 2.99 on the mayo to get a .78 can of tuna at no cost. Also the arrangement of the can opener and the “Good Cook” spreader are placed there for you to purchase something that you probably do not need at the time. Also the placement of the candy can influence you to make an additional purchase. Overall you could spend a lot of money for a tuna sandwich even though the WOW makes you feel like you have bargained shopped.

Located at the end of the aisle next to the tuna and mayo aisle is this display. This display contains the sign “taste something fun”. It includes an assortment of chips and dips. There are also the hot sale signs and the 2/$5 sign.

The denotation of the display is the actual items that can be purchased and the price marked for each one. In this case, there are the chips and the dips. Also on the variety packs, there is advertisement for a free pass for a child to a participating zoo or aquarium.

The connotation is I just picked up what I need to make a tuna sandwich. Chips sure would taste good with the sandwich. I should also grab some dip to go along with my chips. Also if I purchase the variety pack, I can take my son to the zoo for free especially since I have saved a lot of money in my shopping trip today. Also these chips are going to taste fun which will leave me with a fun feeling for the rest of the day.

The paradigm that is common among this display is if you buy these items you are a smart consumer. You are also providing yourself with a luxury if you make the visit to a zoo or aquarium.

The myth being visualized here is also one of saving money. Also the cute pictures of the panda bear and tiger babies on the variety packs make you think you are going to visit a zoo or aquarium. Usually these offers are never redeemed but the ad provides a sales gimmick to persuade consumers to purchase an item.

At the end of another aisle right in front of the meat section, consumers will find this display. The shelves contain everything you need for a cookout.

The denotation of the display is each of the items that are for sale. The items included are charcoal, charcoal disposable grill, citronella candles, plates, cups, bowls, table clothes, freeze packs, thermal cooler, small balls, and even some bubbles. Many are labeled with a New sign.

The connotation of the display is I can grab these items and plan a great cookout for my family. We will enjoy the great outdoors while having some family bonding time.

The paradigm is luxury of having a cookout. In addition, a youthful feeling as you can enjoy blowing bubbles and playing with the packet of balls with your family.

The myth is youthfulness is prompted by playing with balls and blowing bubbles. Also, to have a successful cookout with family and friends you will need each of these items.

This display contains a sign concerning buying specific items, saving, money, and then Food Lion donating money to feed the hungry. I love the selection of the product that was displayed with the sign, hamburger HELPER.

The denotation is if I purchase specific items, I can save money but also help someone else.

The connotation is I can help other people while buying something I can use. This will make me a better person and I will feel really good about what I have done to help someone else.

The paradigm is helpfulness and giving back to the community.

The myth that is prompted is providing something for someone will make me a good person.

This display is approached just as you come through the front door. It contains the Hot Sale sign for back to school items, as well as, a sign providing the location in store to find more school items that may be needed. In addition, some of the items are on special.

The denotation is that I need to purchase the school items my child will need once school starts. These include such as paper, notebooks, index cards, pens, glue, pencils, compass, calculator, and tissues.

The connotation is that I will get a head start on getting the supplies my child needs for school. School does not start for over a month but I will be the on the on the ball, prepared parent. This will give my child a great start.

The paradigm is youth and being prepared for the upcoming school year.

The myth is there is more to having a great school year than having the necessary school supplies.

Also located as you walk in the door and right beside the checkout counter, is this cute bus selling Nabisco products. I also see Win and Stop on the display.

The connotation with this display is here are some Nabisco products that I can purchase, but I also might win tickets to see 5 Seconds of Summer.

The denotation is if I purchase these snacks, I will win tickets to see 5 Seconds of Summer. I will be the best mom ever.

The paradigm is luxury and youth.

The myth is enjoying and listening to this band makes me feel young. This will also make me look younger in the eyes of my children.

As I presented each of these displays with their signs and products, the connotations laid the ground for each of the myths that were noted with each explanation. Many times our connotations or interpreted meanings lead to various beliefs we may have about various things or ideas. These beliefs sway our way of thinking and ultimately hide the true reality. They make us think of old times, personal feelings, and the desire to have the perfect world. In Food Lion, there are a number of displays that will make you think a specific way. They capitalize on beliefs they know that shoppers will have especially during specific times of the year such as summer, back to school, or other seasonal times such as Easter, Christmas, Valentine’s Day, and Halloween. The connotations that we interpret as we are shopping influence many purchases. Unfortunately, the thoughts that we often have while shopping become a myth and do not always surface in the way we originally thought.

Part 3:

As I think about what I have learned from the semiotic terms and having the opportunity to analyze a book’s cover and a store through the eyes of these ideas, I have a better understanding of why a specific sign, signifier, and signified are used to persuade various thoughts and ideas. In addition, I see how our personal denotations and connotations can influence actions that we make. It is also important to realize the paradigm that is present and the myths that occur as we observe signs. This information will be beneficial in my personal and professional life.

In my personal life, I will look at signs carefully especially when shopping. I will see if the connotation I have when looking at displays are realistic and worthy of purchasing the item. I will be conscious of purchasing exactly what I feel is needed and not persuaded to purchase items that may not be necessary or where my connotation will become a myth.

In my professional life, I will be conscious of what is displayed when on the job. I will be aware of realistic signs that will spark interest and meaning with those I work with, whether it is adults or children. I will chose pictures, words, and sounds that are characteristic of the outcome I am looking for and not use something that will provide a connotation that is unrealistic.