Semiotics:
This refers to the lecture we had on semiotics.
Semiotics in simple terms is considered to be the study of signs. The study of signs began in Latin with the 1632 ‘Tractatus de Signis’ of John Poinsot. Signs are
used to communicate. They can be in the form of texts, visuals, shapes, colors etc. They can have a direct or a hidden meaning (connotation).
They can be codes or signals. Semiotics can be divided
into three types:
Semantics: Is the relation between signs and the things
to which they refer; its meaning. Semanitics focuses on the denotation of words,
phrases which basically means texts or narratives.
Syntactics: Is
the relation among signs in formal structures. It involves the study of natural
languages which includes speech and writing.
Pragmatics: Is
the relation between signs and sign-using agents. This involves studying the structure
of the language (e.g. grammar) and also the linguistic knowledge of the speaker
and listener.
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Advertising is the one area where you see a combination of different forms of signs. I couldn't think of a better example to justify its use. Semiotics is used very wisely in advertising. It is after all, the art of persuasion. We see signs everywhere.
Traffic signs and many other signs that are used to denote restaurants,
hospitals etc. It is practically impossible to ignore these signs.
