Design Semiotics
2013
Table of Contents
1.0 Introduction 3
2.0 Discussion of Theory 3
2.1 Semiotic Analysis 3
2.2 Content Analysis 3
3.0 Methodology 3
3.1 Code Making 4
4.0 Results 4
4.1 1983-90 Results 5
4.2 2007-13 Results 8
4.3 Overall Comparison 12
5.0 Application 12
6.0 Conclusion 13
7.0 References 14
1.0 Introduction
This essay draws on Semiotic concepts of dividing the object (Atkin 2013) and social semiotic analysis of visual communication (Leewun, Jewitt 2004) to investigate how the meaning of visual culture in advertisements surrounding mobile phones has changed between 1983 and today. Following the reading of The Handbook of Visual Analysis (Leewun, Jewitt 2004) it is hypothesised that the meaning of mobile phone advertisements has become much more subjective in the 21st Century. This research essay will explore the different variables associated with each advertisement and compare each image to discover a trend and use this trend to better understand the principals of design.
2.0 Discussion of Theory
2.1 Semiotic Theory Semiotic Theory is used to describe the relationship between a sign, an object, and a meaning. According to Morris (1964) people are interpreters of signs. Human action involves signs and meanings in three different ways: the perception stage, the manipulation stage and the consummation stage. The perception stage refers to when the person becomes aware of the sign. When a person interprets the sign and decides how to respond to it is known as the manipulation stage. And finally, the consummation stage is when the person responds. As Langer (1972) states, “symbols [signs] are … vehicles for the conception of objects” meaning that without them, it would be harder to interpret objects and images. Signs can be visually based such as drawings; paintings, photographs or they can also include words, sound and body language. Semiotics is a field of study involving various theoretical
Table of Contents
1.0 Introduction 3
2.0 Discussion of Theory 3
2.1 Semiotic Analysis 3
2.2 Content Analysis 3
3.0 Methodology 3
3.1 Code Making 4
4.0 Results 4
4.1 1983-90 Results 5
4.2 2007-13 Results 8
4.3 Overall Comparison 12
5.0 Application 12
6.0 Conclusion 13
7.0 References 14
1.0 Introduction
This essay draws on Semiotic concepts of dividing the object (Atkin 2013) and social semiotic analysis of visual communication (Leewun, Jewitt 2004) to investigate how the meaning of visual culture in advertisements surrounding mobile phones has changed between 1983 and today. Following the reading of The Handbook of Visual Analysis (Leewun, Jewitt 2004) it is hypothesised that the meaning of mobile phone advertisements has become much more subjective in the 21st Century. This research essay will explore the different variables associated with each advertisement and compare each image to discover a trend and use this trend to better understand the principals of design.
2.0 Discussion of Theory
2.1 Semiotic Theory Semiotic Theory is used to describe the relationship between a sign, an object, and a meaning. According to Morris (1964) people are interpreters of signs. Human action involves signs and meanings in three different ways: the perception stage, the manipulation stage and the consummation stage. The perception stage refers to when the person becomes aware of the sign. When a person interprets the sign and decides how to respond to it is known as the manipulation stage. And finally, the consummation stage is when the person responds. As Langer (1972) states, “symbols [signs] are … vehicles for the conception of objects” meaning that without them, it would be harder to interpret objects and images. Signs can be visually based such as drawings; paintings, photographs or they can also include words, sound and body language. Semiotics is a field of study involving various theoretical
References: Armani, G. (2010). Samsung Galaxy S 2.2 [Advertisement]. Retrieved from http://adsoftheworld.com/media/print/armani_samsung_girl Atkin, Albert, "Peirce 's Theory of Signs", The Stanford Encyclopedia of Philosophy (Summer 2013 Edition), Edward N Dinstein, Yoram (2005). "Article 7 of additional Protocol I. (1949 Geneva Conventions for the Protection of War Victims)". Australian year book of international law, 24, p. 65. Gekko, G. (1983). Motorola DynaTAC 8000x [Advertisement]. Retrieved from http://www.orlebarbrown.com.au/ob-approved/on-icon/motorola-dynatac/ JEWITT, C Langer, S. K. (1979). Philosophy in a new key: A study in the symbolism of reason, rite, and art. Cambridge, Mass: Harvard University Press. Morris, Charles W. (1964). Signification and Significance. Cambridge, M.I.T. Press, Massachusetts Institute of Technology. Motorolla DynaTAC [Advertisement] Nokia (1990). Be Yourself [Advertisement]. Retrieved from http://media-cache-ak0.pinimg.com/originals/41/21/83/412183adbcc50c3ebccc40071e428f87.jpg Nokia (1990) TBWAMedia Arts Lab, USA (2013). Our Signature: 1 [Advertisment]. Retrieved from http://www.coloribus.com/adsarchive/prints/apples-our-signature-1-17487005/ The Mobisode Maven