The whole visible universe is but a storehouse Of images and signs to which the imagination will give a relative

place and value; it is a sort of pasture which the imagination must digest and transform. Charles Baudelaire (1821-

Umberto eco: semiotic is considered everything that can be takes as a sign Ferdinand Saussure: semiology is a science which studies the roles of signs as part of social life Charles pierce: semiotics is the formal doctrine of signs, everything is a sign!

Not usually the signs but what they stand for

words
images

signs

sounds
Gestures

objects

Visual semiotics not only the components of a text or media but also the relation between them

Sign, Signifier, Signified

The semiotic relationship between the signifier and signified, or signification, Signifier Symbol Icon Index Signification: relationship between the signifier and signified Arbitrary relationship between signifier and signified The signifier resembles the signified in some ways The signifier points towards the existence of the another sign.

Symbol is a sign different from icon and index

semiotics

Welcome to the world of visual semiotics

Semiotician

make

culture

Signs
up

system of every day life

society

Semiotics in movies

Semiotics in advertisement

Semiotics in cartoon

Semiotics in newspapers

Denotation
Two levels of representation Connotation

Red with anger

I am in red

A red communist

Sign; something observed, perceived, felt, thought

A sign; something we inferred from

Aqua fresh jelly

Coca Cola light Pepsi

Softlan

Milkshake

Role papers

Normal Tissues

Semiotics in cartoon

Shrek: the Ogre as hero

Signifier: the hero Signified:
Peaceful Calm Noble Diplomatic Non-violent Compassionate Attention averse

Signifier :the Ogre Signified:

Green Ugly Unhygienic Ferocious Violent Terrorizing Selfish

Fiona: the princess

Signifier: princess Signified:
Damsel in distress Waiting for her prince charming Hopelessly romantic Beautiful Sophisticated

Signifier: ogre princess Signified:

Spunky Fiery Brave Witty Martial arts expert Outspoken

Donkey: the Sidekick

Signifier: donkey (animal) Signified:

Friendly Beast of burden Dumb Dependant Docile

Signifier: donkey (the sidekick)

Signified:
Witty Comical Talkative Persistent Irritating

Cigarettes

High heels

Make up

Francis Ford Coppola

Marlon Brando

Al Pacino