Munyaradzi Tsodzo 210227869

Blessed Mhungu 210226935

Gerard Theron 209106999

Elisha Chakanyuka 210226811

Eugene Mafurutu 210227656

Semiotics and Design

The study of signs and how they are perceived in a given human culture.

An expert in semiotics is called a semiologist.

Semiotics is also called linguistics because

( Williums , 1976 : 28 ) (Ford, 2008)

Definition

Signified

•Concept or idea

Signifier

•the object itself

•the object's form

Sign

•icon or symbol

(Chandler, 2011)

Ferdinand De Saussu•1857-1913

(YUFind, 2010)

Founding Theorists

Charles Pierce•1839-1914

(IUPUI, 2013)

1. Person witnesses the sign

How Humans Respond To Signs

2. Meaning is interpreted from

the sign

3. Person reacts according to

meaning.

(Ford, 2008)

•Denotative meaning:•connotative meaning:

Behavioral cues:•rituals, •social organization•cultural uses of symbols•emotional attachments to symbols

Communication representations•speech•imagery (literary, media)•literature (i.e. mythology and lore)•clothing and fashion•popular media (print, television, film, etc.)

Application of semiotic analysis•analyse consumer processes•identify patterns relating to innovative thinking.

(Caesar,1982:65)(Caesar , M.1984)

Semiotics is used to identify...

Phenomenology

• Symbolism being formed from a person's experience of a memorable event

Related Qualitative Theories

Historic Theory

• Symbolism being related to past events and artefacts.

Feminist Theory

• Gender-related significance of signs and symbols.

Ethnography

• Cultural and social significance of signs and symbols

(Goulding, 2013) (Benzies, 2009) (Barbara, 2010).

Grounded Theory•Generating theories from the use of signs and symbols.

Ethnographic data capture•Photography and video footage of human behavior. •Prototyping or product testing

Media reviewCollection of archived media such as

film and television reels print media marketing materials

Brand Audits•Identity, product, packaging, experience•Life-cycle assessment of brand-related sensory values.

(Chandler,2007:90) (Deely, 1990:120)

Tools Used For Semiotic Analysis

Martell Cognac Rebranding Campaign.

•Bottles are deliberately shaped to mimic abstract sculptures.

•Patterns are based on gemstone or jewellery designs.

•Design reinforces association with aristocracy and luxury.

Case Study #1

(Creative Semiotics, 2011) (Shademati, 2012)

Lady Gaga, Telephone, 2010.

•Use of controversial and shocking imagery throughout the video.

•Strong anti-establishment and anti-Catholic symbolism in Lady Gaga's music.

•Use of taboo, or rebellious symbols are subjects of heated debates.

Case Study #2

(LadyGagaVEVO, 2010) (Vigilant Citizen, 2010) (Holdaway, 2013)

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Semiotics and Design Theory

• Barbara, B. 2010 . Bio graphics . U.S.A :Department of Business administration at Ratgers The State

university of New Jersy. Pp . 14

• Benzies , M. 2008 . Symbolic Interactionism theory . Canada : Faculty of Nursing University of Alberta

press .Pp 4- 19

• Caesar,M.1982.Theory of Semiotics.USA. Indiana University press.

• Caesar , M.1984. Semiotics and the Philosophy of language, USA. Indiana University press.

• Chandler,D.2007.Semiotics:The basics, Canada. Routledge publishers

• Chandler, D. 2011. Semiotics For Beginners. Aberystwyth University. [online]. Available:

http://users.aber.ac.uk/dgc/Documents/S4B/sem02.html. [27 February 2013].

• Creative Semiotics. 2011. Case Studies: Product Design. Creative semiotics. [Online]. Available:

http://www.creativesemiotics.co.uk/casestudies_productdesign.html. [2 March 2013].

• Deely,J. 1990. Basics of Semiotics, USA. Indiana University press.

• Ford, O. 2008. Semiotic Theory. The Stewardship. [Online}. Available: http://the-

stewardship.org/research/semiotics.htm. [28 February 2013].

Bibliography

• Goulding, C. 2003 . Positivism versus interpretivism , UK . Wolverhampton University pp. 30-34.

• Hjelm, S. 2002. Semiotics in product design. Kungliga Tekniska Högskolan

• [Online]. Available: http://smart.tii.se/smart/publications/pubs/semiotics.pdf. [03 March 2013].

• Holdaway, X. Idol Worship: The Beautitudes of Lady Gaga. Religion & Politics. [Online]. Available:

http://religionandpolitics.org/2013/02/19/idol-worship-the-beatitudes-of-lady-gaga/. [27 February

2013].

• IUPUI. 2013. Charles S. Pierce. Purdue University Indianapolis. [Online]. Available:

• http://www.iupui.edu/~peirce/peirce/life/lifex.htm. [1 March 2013].

• LadyGagaVEVO. 2010. Lady Gaga - Telephone ft. Beyoncé. Interscope Records & YouTube LLC.

[online]. Available: http://www.youtube.com/watch?v=EVBsypHzF3U. [26 February 2013].

• Shademati, L. 2012. Hennessy – comes from love. Lamiriposa. [online]. Available:

http://www.lamariposa.co.il/hennessy-comes-from-love/ [13 March 2012].

• Vigilant Citizen. 2010. The hidden Meaning of Lady gaga’s “Telephone”. The Truth Seeker.

[Online]. Available: http://www.thetruthseeker.co.uk/?p=12442. [2 March 2012].

• YUFind. 2010. Ferdinand de Saussure. Yale University Library. [online]. Available:

http://yufind.library.yale.edu/yufind/Author/Home?author=Saussure%2C%20Ferdinand%20de

%2C%201857-1913. [28 February 2013].