Semiotics

In the beginning, semiotics was an investigation of linguistics. It then developed to examining anthropology and psychology, then into an enquiry of sociology and philosophy, then cultural products such as art, films, literature and finally a method for researching and analysing costumer behaviour and brand communications.

Semiotics investigate how signs and symbols create meaning and how these meanings are communicated. It allows us to see how the world around us impacts us subconsciously. For example, when we see a heart shape, we tend to associate it with love. When we see a red sign, we often associate it with danger or "STOP". For us to identify the meaning of these signs we must understand the context surrounding it.

Concepts:

Signs

Signifiers: The physical form of a sign, sound, word or image which is being communicated.

Signified: Thoughts or meanings which are expressed by a sign which we interpret via connotations.

Denotation and Connotation

Denotation: The physical object which provides a form of communication.

Connotation: Connotation is vital in our understanding of things. Connotations are built on experiences, ideologies and expectations, which means that different people will react differently to the same thing. For example, one person may see an image of the sea and find it beautiful, whereas another may see the same image and become fearful.

Icon: An icon physically resembles the signifier. A popular example are the trendy moustache icons going around nowadays. Seeing another form of moustache is still recognisable because it has the same physical qualities.

Symbol: A symbol is opposite to an icon. it doesn't physically resemble what it is representing. Signs are learnt culturally, which is why different cultures develop different symbols. An example is the Male and Female toilets symbols. They represent toilets, but do not physically resemble a toilet in any way. Symbols take on an extra meaning.

Index: An index describes the physical connection between signifier and signified. This means that a signifier cannot exist without the signified. An example is that smoke can't exist without fire. The smoke is the signifier and the fire is the signified.

In summary, a denotative signifier is the physical object which we see and they provide meanings. The signified is the connotation of the signifier. This changes depending on experiences, ideologies and culture.