Week 5 : Visual Semiotics
In today class, Mr Choy taught us about Visual Semiotics. What is Visual Semiotics? Visual semiotics is a sub-domain of semiotics that analyses the way visual images communicate a message.
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Theories:
- From the greek word "theoria".
- To reflect, observe, view, dictionary; describes it as a system of things, explanation of abstract principles whether in science of art.
- Can be speculative or deductive or based specific hypothesis.
- Can also be based on evidenced and data.
Theories applied in graphic design and visual communication.
- Taken from a general study of the science of signs
- Europe : Semiology
- USA : Semiotics
Saussure and Pierce
- Ferdinand de Saussure 1857-1913
- Swiss professor of linguistics
- Charles Sanders Peirce 1839-1914
- American philosopher
- Semiotics were central to their studies
- Developed structural models of signs.
Saussure's model
-Signified- denote (fact)
- Signifier- connotation ( representations or interpretations)
Peirce model
- Philosopher & founder of the American tradition of semiotics
- Signifier
_ Similar to Saussure but different terms.
3 main areas that form what we understand as semiotics
- signs themselves
- way they are organised into systems
- context in which they appear