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SEMIOTICS
 Hello!
I am MARY HILDAN M. JAVELONIA
DISCUSSANT

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SEMIOTICS
✗ Semiotics is the study of signs and
symbols and their use of
interpretation.

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 I define a Sign as anything which is so
determined by something else, called its
Object, and so determines an effect
upon a person, which effect I call its
Interpretant, that the latter is thereby
mediately determined by the former.

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CHARLES
SANDERS
PEIRCE
(born Sept. 10, 1839,
Cambridge, Mass., U.S.—
died April 19, 1914, near
Milford, Pa.), American
scientist, logician, and
philosopher who is noted for
his work on the logic of
relations and on pragmatism
as a method of research.

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CHARLES
SANDERS
PEIRCE
He formulated the innovative
triadic model of the sign,
emphasizing in his theory that
the way we interpret a ‘sign’ is
what allows it to be signified-
what gives it its meaning.

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WHAT IS A SIGN?
A sign is the smallest unit of meaning.
PEIRCE’S THREE SIGN
MODES
✗ SYMBOL OR SYMBOLIC SIGN
✗ ICON OR ICONIC SIGNS
✗ INDEX OR INDEXICAL SIGN

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SYMBO
LIC
SIGN
The symbol or symbolic
sign is assigned arbitrary or
is accepted as societal
convention.

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Icon or
iconic
sign
The representamen
resembles or imitates its
signified object in that it
possesses some of its
qualities.

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Index or
indexical
sign
The signifier might not
resemble its signified object.

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SEMIOTIC
ANALYSIS
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SEMIOTIC ANALYSIS
Semiotic analysis views the
Semiotic analysis uses both
sign and use of signs as a
qualitative and
part of a sign system. A sign
interpretative content
system directs the use of the
analysis involving semiotic
sign and thus, the system
concepts and terms.
always has an effect on the
contents of individual signs.

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How to conduct a semiotic analysis
✗ Signifier. 

Words, images, The form it takes.

sounds, gestures, and ✗ Signified. 
objects are all signs to
interpret. The concept it
represents.

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A semiotic analysis has three
steps:
STEP 1 STEP 2 STEP 3
Analyze verbal signs Analyze visual signs Analyze the
(what you see and (what you see). symbolic message
hear). (interpretation of
what you see).

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How will you
analyse this?

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A semiotic analysis decodes the meanings (cues)
that resonate with your audience. With that
knowledge, you can incorporate the decoded
elements into your brand and throughout your
marketing communications.

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 References

Atkin, A. 2013. "Peirce's Theory of Signs“. The Stanford Encyclopedia of

Philosophy.

Mertz, E. 2013. Semiotics. 10.4135/9781452276311.

Square Holes. 2019. What is semiotic analysis?.

https://squareholes.com/2019/03semiotic-decoding- of- categories-
and-culture.
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