General semiotics
One key aspect of
our introduction to A Level Media Studies is developing the language to analyse
media products.
Semiotics: the study
of signs.
Semiotics: icon,
index, symbol notes
These terms were
coined by the American philosopher and scientist Charles Sanders Peirce
in the 1800s.
An Icon has a
physical resemblance to the signified, the thing being represented. A
photograph is a good example as it certainly resembles whatever it depicts.
An Index shows
evidence of what’s being represented. A good example is using an image
of smoke to indicate fire.
A Symbol has
no resemblance between the signifies and the signified. The connection between
them must be culturally learned. Numbers and alphabets are good
examples.
A brief introduction
to icons, indexes and symbols:
Icon, index, symbol:
blog task
Create a new
blog-post called 'Semiotics: icon, index, symbol blog task'
1) Find three
examples for each: icon, index and symbol. Provide images or links.
Icon: the dog
Index: the smoke indicates fire
Symbol: numbers?
2) Why are icons and
indexes so important in media texts?
Icons are important in media texts because they are the visual representation of what the advertisement is trying to get across to their audience. Icons are also important as they are usually the only visual representations on the advertisement. Indexes are important because they show evidence of what's being represented. They are crucial as they create the connotations suggested by the brand or company.
Icons are important in media texts because they are the visual representation of what the advertisement is trying to get across to their audience. Icons are also important as they are usually the only visual representations on the advertisement. Indexes are important because they show evidence of what's being represented. They are crucial as they create the connotations suggested by the brand or company.
3) Why might global
brands try and avoid symbols in their advertising and marketing?
Global brands may try to avoid symbols in their advertising and marketing as symbols are things that are culturally learned, for example numbers and alphabet. This means that global brands would avoid using symbols as different countries may have different meaning for different symbols- this may cause confusion and prevent a direct message from being correctly understood.
4) Find an example
of a media text (e.g. advert) where the producer has accidentally communicated
the wrong meaning using icons, indexes or symbols. Why did the media product
fail? (This web feature on bad ads and
marketing fails provides some compelling examples).
5) Find an example of a media text (e.g. advert) that successfully uses icons or indexes to create a message that can be easily understood across the world.
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