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Values: inside-out/ outside-in
S x R
Values of Values of
Sender Receiver
Express Link to own values: like/ dislike
Values of
Brand/ product/ service EFFECT
Analyze what is expressed: semiotics
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Influence of values on effect
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Values
Message -[x]-> and semiotics• Messages in media are verbal & visual.
– Meaning of visual messages can be analyzed by semiotics.
– Meaning of verbal messages can be analyzed by text analysis.
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Semiotics
Basically, semiotics is the study of signs and their meanings!Signs include words, gestures, images, sounds, and objects. According to Ferdinand de Saussure, a founder of modern semiotics, sign consists of two parts: the signifier (the form which the sign takes) and the signified (the concept represents).
The word “brother”.
The concept “brother”.
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Semiotics
For example, an everyday example is a stop sign. In thisexample, the physical sign is the signifier. The concept of stopping is the signified.
=the signifier
STOP!!! =the signified
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Semiotics
However, signfiers can have multiple signifieds. Take the colorred for example:
RED
APPLE
LoveFIRE
Blood
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De Saussure: relation between physical form of a sign and its meaning
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Signs are arbitrary
• A sign must have a signifier and a signified
• Sometimes we use the same signifier for different signifieds (so one word for different concepts)
• It is just a random agreement we made and you can always question this agreement
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Semiotic analysis
Three steps (Geursen 1997 p102-103)
1.Analyze verbal signs
2.Analyze visual signs
3.Analyze symbolic message
What you see
Interpretation
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Exercise: Semiotics for beginners
• Find your own values by doing the test on: http://webspace.ship.edu/cgboer/valuestest.html
• Make a semiotic analysis of an advertisement – according to Geursen.
• Conclude from this semiotic analysis what is expressed in the advertisement: what does this advertisement mean?
• Link these meanings to your own values. • Explain why you like/ not like this advertisement,
based on the link between your values and the meaning of the advertisement.
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EXAMPLE: Semiotic analysis of ad “Fight Cancer”
Signifiers (What you see):1.Text “Fight Cancer”.
2.Strong black-white contrast.
3.Picture style as in totalitarian propaganda.
4.Woman because of long hair, feminine face.
5.Woman looks to the left.
6.Holds sword.
7.Snakes attached to sword.
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EXAMPLE: Semiotic analysis of ad “Fight Cancer”Signifiers (What you see):1.Text “Fight Cancer”.
2.Strong black-white contrast.
3.Picture style as in totalitarian propaganda.
4.Woman because of long hair, feminine face.
5.Woman looks to the left.
6.Holds sword.
7.Snakes attached to sword.
Signified (Interpretation):• “Fight” seems to express masculine values (men are from Mars ♂).• Masculinity also is expressed in the totalitarian style.• Sword underlines fight & masculinity.• Looking to the left is looking against reading direction; stresses fight against.• Black-white contrast seems to stress good-bad duality.• Picture of woman because this is an ad for women so, women can identify.• Snakes express symbol for medical profession.
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