"Everything is a sign.
Language is a system of signs."
Ferdinand de Saussure
Ferdinand de Saussure was Swiss linguist who gave obscure lectures in the early 1900s which influenced theory and philosophy through his research and became known as semiotics. He had an interest in the structure of language and how language works as a system- not how it has developed. He was also interested in how things worked as signs.
(Osborne and Turner 2006)
Semiotics is defined as the study of signs that offers an explanation of how people extract meaning from words, sounds, pictures, etc. An understanding of semiotics helps a designer to instill work with a reference that enables them to communicate multiple layers of information to a reader.
(Ambrose and Harris 2009)
Barthes, who was a French literary theorist, used Saussure's theory and introduced a theory that consists of the:
Sign
Signifier
Signified
The sign is made up of the signifier and the signified.
The signifier is the image, sound or written word.
The signified is the way that the symbol is interpreted or its meaning.
"Nothing is a sign, unless it is interpreted as a sign."
Charles Saunders Peirce
According to Peirce, we think only in signs. He explains that the connection that we make between a sign and its meaning is known as a referent.
Daniel Chandler (2013)
In a group task, I helped make a presentation about semiotics within branding and focused on Coca Cola. Here is a link to the presentation:
Prezzi Presentation- Semiotics within Branding
Another example of how semiotics is used within branding is Galaxy chocolate. The brand is portrayed as a more luxurious part of the confectionery world in comparison with a Mars bar for example. The packaging on the wrapper resembles draped silk which is a luxurious and sexy fabric. Also the colour choice is classy and tasteful. The brown colouring also signifies the chocolate and so the consumer is already thinking about the product before they have opened it. Their famous slogan "Why have cotton when you can have silk?" emphasises their portrayal of a product that is of better quality and lusted after. As an example, it is like saying "Why have a Milkyway when you can have a Galaxy?".
Galaxy. (2013).
Words are also signs. A word on its own actually has no meaning. The word cat does not resemble a cat in looks or by the noise that it makes when it is spoken. It is only because when we see the word cat we signify it with the image of a cat and then it therefore creates the sign of a cat in our brains. The context in which a word is used can sway opinions of how it is being used to signify something. For example, the student riots that happened a few years ago helped us to think of the word kettle in a different light to the kitchen appliance that a majority of people relate it to. A BBC news headline read:
Applying Semiotics To My Own Work
From my learning in semiotics I was able to apply it to my own work when I was given a project brief for designing a logo for a company of my choice. Below is the logo that I designed for a recording studio.
Ferdinand de Saussure was Swiss linguist who gave obscure lectures in the early 1900s which influenced theory and philosophy through his research and became known as semiotics. He had an interest in the structure of language and how language works as a system- not how it has developed. He was also interested in how things worked as signs.
(Osborne and Turner 2006)
Semiotics is defined as the study of signs that offers an explanation of how people extract meaning from words, sounds, pictures, etc. An understanding of semiotics helps a designer to instill work with a reference that enables them to communicate multiple layers of information to a reader.
(Ambrose and Harris 2009)
Barthes, who was a French literary theorist, used Saussure's theory and introduced a theory that consists of the:
Sign
Signifier
Signified
The sign is made up of the signifier and the signified.
The signifier is the image, sound or written word.
The signified is the way that the symbol is interpreted or its meaning.
"Nothing is a sign, unless it is interpreted as a sign."
Charles Saunders Peirce
According to Peirce, we think only in signs. He explains that the connection that we make between a sign and its meaning is known as a referent.
Daniel Chandler (2013)
The signifier- the smiley face signifies happiness which makes up the sign- the smiley face.
However, due to events that have happened throughout time. As explained by Jon Savage for The Guardian (2009) the smiley face is now also associated with the "Acid House" smiley which relates to drug culture of the 1970s-1980s and the drug LSD.
Jon Savage. (2009).
Semiotics is a large part of advertising. By linking a certain feeling or thought with a particular brand the consumer then associates that with the product. Through semiotics numerous relationships can exist between the signifier and the signified. Semiotics is all about how we read images.
In a group task, I helped make a presentation about semiotics within branding and focused on Coca Cola. Here is a link to the presentation:
Prezzi Presentation- Semiotics within Branding
Another example of how semiotics is used within branding is Galaxy chocolate. The brand is portrayed as a more luxurious part of the confectionery world in comparison with a Mars bar for example. The packaging on the wrapper resembles draped silk which is a luxurious and sexy fabric. Also the colour choice is classy and tasteful. The brown colouring also signifies the chocolate and so the consumer is already thinking about the product before they have opened it. Their famous slogan "Why have cotton when you can have silk?" emphasises their portrayal of a product that is of better quality and lusted after. As an example, it is like saying "Why have a Milkyway when you can have a Galaxy?".
The most recent advert from Galaxy stars Audrey Hepburn and features music from the infamous film "Breakfast at Tiffany's". The advert uses CGI and a body double to make the late Audrey Hepburn realistic and matches her young image. She appears flirty and playful in the advert, but always keeps her classy persona key at all times. By including such an icon in their advert, Galaxy are portraying their product as a timeless classic, like Audrey Hepburn. They are suggesting that Galaxy is sexy but still retains its high level of class and sophistication.
Below is a video of the advert:
Words are also signs. A word on its own actually has no meaning. The word cat does not resemble a cat in looks or by the noise that it makes when it is spoken. It is only because when we see the word cat we signify it with the image of a cat and then it therefore creates the sign of a cat in our brains. The context in which a word is used can sway opinions of how it is being used to signify something. For example, the student riots that happened a few years ago helped us to think of the word kettle in a different light to the kitchen appliance that a majority of people relate it to. A BBC news headline read:
"Met Police 'kettled children' at London student protest"
This cultural event then alters the way we think of the word kettle to a negative.
Applying Semiotics To My Own Work
From my learning in semiotics I was able to apply it to my own work when I was given a project brief for designing a logo for a company of my choice. Below is the logo that I designed for a recording studio.
Simone White (2012)
I chose a hummingbird because of their association with music and elegance. I decided to use musical notes for the shape of the bird so that it was a direct link to music but so that from a distance it just resembled a bird. When thinking of a name I looked into the meaning of hummingbirds and because their wings beat so fast they resemble infinity. This is a good thing to signify that a company is as it suggests that it will be around forever and implies longevity. The colourings that were used were neutral and were originally used to represent note paper that music is written on but after developing the logo I thought that this also looked like a sunrise. This to me signifies new beginnings and fresh starts and links in with positive things.
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