Semiotics

Semiotics is the study of sign processes or signification and communication like signs and symbols. The study of the social, cultural and historical processes through which sign such as photographs acquire and circulate meaning, it is a useful critical approach with which to challenge simplistic beliefs in the realism of the photographic image and as a critique of humanist and modernist concepts of artistic expression which place the photographer in a central position, where the work’s success is measured against the author’s intentions, and understanding these intentions means understanding meaning the work. In this view, meaning is created by individuals and communicated using a transparent language.

In semiotics a sign is something that stands for something, to someone in some capacity. It may be understood as a discrete unit that includes words, images, gestures, scents, tastes, textures, sounds. Essentially all of the ways in which information can be communicated as a message by any sentient, reasoning mind to another.

The image on the top shows an example of the use of semiotics, a perfume’s advertising of the celebrity Beyonce Knowledges which is her first launched signature perfume named ‘HEAT’. The name of the perfume matches the singer because connotes sensuality, a word often associated with Beyonce; the colours shown on the perfume contrasts with Beyonce’s dress, background and title that is red, red a colour that symbolizes love and passion also danger but in this situation the semiotics refers the danger in a seductive way, e.g. ‘Catch the fever’. Tones of red and gold were used for the over all look of the design, selected to reflect the title ‘HEAT’ that sign fire and heat, but as well as for the Singer’s personality, style and look, like sexy, lovely, passionate, sultry, glamorous and hot.

REFERENCE:

• Book: 'Semiotics' and 'Photography Adverting'
• http://www.youtube.com/watch?v=rEgxTKUP_WI
• http://www.youtube.com/watch?v=lLaQJ_Kr0UM
• http://www.youtube.com/watch?v=76lPciEip3A