An Analysis Over An iPod Advertisement

Presentation- Semiotic and Communication; A Case Study

Our presentation on assignment 2; Semiotic and Communication; A Case Study

Group Name: Semitopia
Group members:

Ali Beheshti 1071120128
Ali Hajihashemi 1081106910
Bahareh Darvish Talkhouncheh 1081108022
Behrooz Zandi Tavassol 1091100422
Hirad Moharamy 1081107395
Korosh Khazeni 1081107752
Maryam Tavakol 1081108571

Semiotic Studies on Prezi

Reading Film - Titanic

Aside from the fact that Titanic is a tale of love the director, James Cameron, portraits a very precise picture of class difference among people in early 19’s. There are tons of signs and compression scenes between the higher-class and lower-class from the very beginning of the movie. In the beginning of the movie when passengers are boarding the ship the higher class is treated with a lot of respect and are assisted with their luggage while the lower class get body inspections in a very insulting way.

If you pay enough attention you can even find obvious semiotics of it in the dialogs, for example when Spicer is ordering a ship crow where to carry their luggage to, he gives him the address “Pales rooms B52 – 54 and 56”. Since the letter “B” is second in the alphabet you can assume that these rooms are more luxurious and high-class than the others coded with the rest of the alphabet. Jack and his friend Fabrizio’s room on the other hand is a “G”. The twist of the story however happens when a typical wealthy young girl from higher-class, Rose DeWitt meets with Jack Dawson, a typical poor young American boy, from lower-class.

As the movie goes on Mise-en-scene plays a great deal in helping the audience to see both kind of life styles simultaneously.

As jack gets invited to join Roses family for dinner a very important fact comes to notice that, all the luxurious, pride and arrogance these higher-class people carry in their attitude, is just like a coat that can be put on by any one. James Cameron has shown this fact in a very clever scene where Jack is standing by the stairs all dressed up just like a gentleman and Cal (Rose’s finance) passes by and does not recognize him at all, although they had already met before, and when Rose introduces Jack properly, the surprised face of Cal completes the massage.

Later that night same thing happens in reverse, where Rose puts all that uptight, high class manners aside and joins Jack in the party with lower class people, they treat her like one of their own.

By the time when Titanic is half in the water none of that high-class, low-class order makes sense any more, everybody is trying to find a way to survive.

Icon, Index and symbols

Based on Charles Sanders Peirce’s idea, semiotics distinguished between three types of signs: icon, index and symbol. Peirce said that signs could be defined as these three categories. Signs are also defined as something visual that represent a meaning to the public or particular people. All these three words which are icon, index and symbol are a tool for analyzing the core of semiotics which is the language of signs.

Icon is better to be considered first. Essentially, icon means a pictorial representation of something. An icon also can be illustrative or diagrammatic. For example, the “No smoking sign” below always reminds of a very important message “You are not allowed to smoke in this place”. So, it really is warning us that we are not allowed to smoke or if we smoke we are going to face the law. In essence, in this sign we see a picture of cigarette that is lit up and a red line drawn on it to show that cigarette is extremely prohibited in a particular place.

Index sign is another type of signs. Basically, an Index signs is a sign where there is a direct link between the sign and the object. Most of traffic signs are index signs, because, they give information which relates to a particular location. Traffic signs or road signs are signs placed at the side of roads to provide information to drivers. For example, picture of “No U turn” traffic sign is simple to analyze, because its meaning is obvious. Whenever we are driving in a road and face this sign, automatically, we know that we may not turn because it is prohibited. If we do so, we are going to face further penalties.

Symbol is another type of signs that are important to be considered. A symbol has no logical meaning between it and the object. For instance, if we look at the symbol of love below, we see a red heart that every time we see it, it gives us the sign of love. As everyone knows, the most common symbol for love and certainly the most recognizable is the Heart symbol. But, why the shape of heart is shown like that? As, it was written before, symbols may not have any logical meaning to its object represented. The shape of heart is only assumed to be the sign of love and has become a symbol in the society during ages. So, the shape of heart always is used to strengthen relationships and passion. The heart shape may convey a lot of massages that all of them are related to love at the end. One of the meanings that it may convey is that a new love interest is on the way or another massage is that sometimes you should pay Closer attention to loved ones at this time.

Basically, all these three words which are icon, index and symbol have a particular meaning. They all are related to each other in some ways. To prove, they all are representing a meaning which sometimes can be straight forward like index signs or somehow vague like symbols which some of them are needed to be studied and some of them have got a meaning during ages. It was the way I analyze the three signs of semiotics which are Icon, Index and symbols. What do you think about these three types of signs?

Semiotics, Media and Text, Behrooz Zandi Tavassol(1091100422)

Introduction to semiotics:

Living in the 21th century

when everything, including philosophy, techn

ology, industrialization etc. are associated with each other, demands a comprehensive understanding of concepts and meanings, their ability to change overtime and being applied or used differently. Mankind living a in a modern

world, if intending to be a man of wisdom, essentially needs to know these meanings, their intention of presentation at certain times, which are often associated with key words, allowing her to comprehend the situation. One of these key words, playing an undeniably significant role in our everyday life in different aspects, is the term Semiotics. Semiotics defines the representation of a sign as subject. A sign is the representation of a meaning or concept in different forms, such as media, text, art, music etc. In other words, Semiotic is the reason we have a specific understanding of a situation presented by sign. In our everyday life we relate our mind and action to the semiotics behinds a subject either consciously or vice versa. Semiotics, as aterm could be comprehended better when it is applied to a certain situation/ subject such as media or text.

Media and Semiotics: whatever is presented in a media, and even the medium itself brings us to a comprehension of the content and naturally affects our reaction towards it. Without semiotics, the content of media could seem meaningless and confusing. It is obviously the concept of use, and its purpose that lead us to utilize a medium. For example, the red light of the streets is designed to contribute to the unity of the street and preventing cars and people from possible accidents. By seeing the red light, we know that we are not permitted to drive or walk through the street, and when it’s green we shall move again. Here, Color as a concept is associated with an external meaning that is offered as a solution to a certain situation, which is the prevention of a messed up street. Without having the lights on the streets, every driver could let himself to drive to a different direction, without concerning its consequences. In this case, semiotics, beside its association with a medium, is also applied relating to law, which makes it necessary to be obeyed because of its functionality. Another example could be the

sound of Azan, which for Muslims works as an invitation to pray. By hearing this sound, people would know that it is time for them to pray if they are Muslim. The leads us to an interesting fact that semiotics, however considered a subject of study in the modern era, has a long root in people’s life style in the old time.

Text and semiotics:

Semiotics, when associated with text, implies on the author’s intention of writing and a possible interpretation of the person reading the words a sign. For example, the word “BANG” , written in an illustration showing a police with a gun in his hand would be followed by the meaning that the man is shooting, and BANG is the sound created because of the action. In some cases, text and media are both associated with semiotics. For example, the title “Facebook”, when read in a text reminds us of a social medium that allows interaction in a virtual social world (the concept). Without having any knowledge if Facebook and its function, the reader would not have a clear Idea of what is the meaning of the world. It is the semiotics that links the title, as a sign to its concepts of social media.

In brief, everything that we see today, has a concept that could be signified by signifier (Ferdinand de Saussure’s theory). Otherwise the interpretations may be irrelevant.