Assignment 2

Assignment 2(video)

Nike - Good vs Evil Ad

Assignment 1 (video)

Petronas Deepavali 2006 - Raju vs Raaju Ad

Assignment 1

week 5: (Semiotics and Reading Film)

TITANICS (1997)

 by James Cameron

Reading Characters and The Stereotype of they represent.

Rose DeWitt Bukater - A seventeen year old Philadelphia girl who is pressured by her family to marry a man she despises.

Week 4: Connotations & Myths

Connotations

Connotation, in short, produces the illusion of denotation, the illusion of language as transparent and of the signifier and the signified as being identical. Thus denotation is just another connotation. From such a perspective denotation can be seen as no more of a 'natural' meaning than is connotation but rather as a process of naturalization. Such a process leads to the powerful illusion that denotation is a purely literal and universal meaning which is not at all ideological, and indeed that those connotations which seem most obvious to individual interpreters are just as 'natural'.

For example based of picture above. This is showing a negative connotation for Internet Explorer. Unlike an advertisement, which promotes a product directly to consumers, propaganda hopes to change people’s views in order to get them to buy something else. One major difference between advertising and propaganda is that propaganda is typically used to support different causes or used in politics.

Myths

Myths can be seen as extended metaphors. Like metaphors, myths help us to make sense of our experiences within a culture. They express and serve to organize shared ways of conceptualizing something within a culture. Semioticians in the Saussurean tradition treat the relationship between nature and culture as relatively arbitrary. For Barthes, myths serve the ideological function of naturalization. Their function is to naturalize the cultural, in other words to make dominant cultural and historical values, attitudes and beliefs seem entirely 'natural', 'normal', self-evident, timeless, obvious 'common-sense' - and thus objective and 'true' reflections of 'the way things are'.

The above picture is an example of display art that clearly demonstrates the use of myth in order to sell a product. The mythological semiotics represented by the cowboy are those of freedom, independence, the pioneer, hard work, leadership, rebelliousness and alpha male masculinity, taking control of the herd. Nowadays we are more likely to see a Marlboro smoked by a gangster in an Hollywood movie, but cigarettes have long tried to exploit the mystery cool of the rebel.

Week 3: What is Index,Symbol and Icons

What is index?

From my understanding index is a sign where it gives the direct meaning and it can be easily understand the purpose of the sign and the object in its direct point of views. We can recognize the object easily without having different meaning on it as the object is already exist and don’t need any advance interpretation for the object.

Examples:

The meaning of the directional signpost above represents school

crossing watch for pedestrian ahead.

The sign

shows the changes of climate

What is Symbol?

Symbol is a sign that does not show the direct meaning of the object. To get exact meaning or description of the object that we saw, we should learn deeper through the association. It does not show the real meaning, logic or connection between it. Any words are considered as symbol.

For an examples,

The color of red represents danger sign

What is Icons?

An icon is a sign where it represents the object in reality.it can be in form of photograph, illustrative or diagrammatic. Icon can gives into different meaning of what we had seen, it influenced by the cultural conventions.it is the simplest since the pattern physically resembles of what it seems to be.

For an example,

If this brings to mind a kind of fruit, it is acting as an icon

Week 2: What is text and media in Semiotic?

     
          According to my understanding, text in semiotic means a message that has been recorded in some kind of way. For an example, messages that are conveyed in writing, audio or video recording are called text in semiotic. Text can also be found in any medium; verbal, non-verbal or both. Besides that, collections of signs such as words, images, sounds or gestures in a particular medium is also called a text.


        Media in semiotic means a medium that is used to communicate a message. It is used in many ways and categories such as speech and writing, print, and broadcasting or in mass media (television, radio, newspaper, magazine and etc..). In daily communication between humans, medium is refer to telephones, letter, fax, e-mail and video conferencing. Some theorist classify media according to the channels involved (visual, auditory, tactile and etc..). Every medium has its restriction from the channels it utilizes. For an example, we cant express everything in language or in the words. Moreover, some kind of experience such as taste and touch cannot be represented through conventional media at all.