In Lesson Notes

theortical evaluation of prouduction.
media language.
semiotics- the science of signs (the size of the text shows the importance) ie: big text= main stroy.
Philosopher Charles Sanders Peirce (1931)
(" we only think in signs")- semiotics
codes = conventions
key concepts
L angaue
I intertution
I deolgy
A auidence
R represention

crerating a merable image through addverts

what elements take up the image? - why are they there?

"nothing is a sign unless it is interpreted as a sign" ( peirce, 1931)
anytghing is a sign as long as somone interprets it as  'signifying' something other to or standing for something
it is up to the auideince to 'decode' the conventions.

linguist Ferinand Saussure (1947)
offered a 'dyamic' or two-part model of the sign. he defined a sign as being composed of: a 'signifer' (signifiant) - the form which the sign takes and the 'signified' the concept it represents.
Everything becomes subjective- people interprate media differty.

iconic signs
icon/ iconic
- a model which signifier is perceuied as resembing or imitating the signified 9reconginzed locking, sounding, feeling, tasting or smell)

index/indexical: a mode in which is not arbitary but is directy connected in some way (physically or causally)

symbol/ symbotic: a mode which the signifier does not resemble the signified but which is funamentlly arbitary or purely conventional so that the relationships must be teart.

barthes (1977) aruged that in photography connotion can be (anailytically)distinguised from dentation.

realated to connoation is what Roland Barthes (1977) refers to as a myth.. for Barthes myths were deminant ideologies of our time. The 1st and 2nd orders of signification called denotation and connoation conbine to produce ideology- which has been described as a third order of significantby Fiske and Hartly (1982).