SOC 202 Lecture Notes - Lecture 10: Leather Jacket, Stop Sign, Femininity
12 Jan 2017
School
Department
Course
Professor
These are the key ideas for the essay, esp the 2 lectures next week, Week 8.
•
Do semiotic analysis
•
Readings: Chapter 6, Gender and Advertising
•
Ferdinand de Saussure (1857-1913)
•
Semiotics (or Semiology) refers to the study of signs and signifying practices.
•
"The Science of Signs"
•
Sign - Contains the baggage when complete
•
Triangle ears were signifier for cat
○
Every sign that communicates meaning begins w/ signifier and ends w/ sign.
○
Stop sign is a sign made up of signifiers: octagon, red (signifier of danger in context of
stop sign, signifier of passion in context of love), "STOP"
○
All signifiers create a concept
○
What are the things we see (EXPLICIT) and what is implied (IMPLICIT) by the things we
see.
○
Signifier - The thing you see
•
Signifier: the thing that carries meaning (the meaninful form)
1.
Signified: the meaning that is carried (concept that the form evokes)
2.
Signifier + Signified = Sign
○
Signs have 2 pars:
•
Semiotics
Red: love
•
Yellow: death
•
^Important to understand signifiers
•
Roses
○
Signifier:
•
Romance
○
Passionate love
○
Signified:
•
The sign: unity of signifier and signified = "Passionified roses"
•
Semiotic Analysis of Roses
Signifier: Jamieson logo
•
Rainbow - pleasentness, happiness
○
Leaf - nature
○
"Natural sources"
○
Signs:
•
Health, happiness
○
Signified:
•
Semiotic Analysis of Jamieson
Signifiers
Signified
Explicit
•
Obvious
•
Implicit
•
In ads, an ideology of gender is represented
•
Mythologies, dominant ideologies (for essay, figure what are the
mythologies for gender, sexuality, race, ethnicity, social class)
•
Focusing on real beauty over "photoshopped" beauty --
woman's value is in her beauty regardless.
•
Dove Campaign for Real Beauty implications:
•
•
What are the Signifiers: Truck, dog, dirt road, sunlight hitting his face, the built of man,
crew cut hairstyle, colour of the truck, juxtaposition of "manly" font next to "feminine" font
○
What is the Signified: Truck = needs a big truck, Red = bold, Build = buff, Dog = a
"manly" dog, Landscape = rugged, natural, Leather jacket, Crew
○
Simplicity, minimalism, natural, doesn't need trivial possessions,
What are the mythologies and dominant ideologies about men? What is this ad
naturalizing in its depiction of masculinity? What does it mean to be a MAN?
○
Not Every friend is on facebook ad:
•
Signifiers
Signified
What does it mean to be a man?
Bringing Back Cultural Mythologies (Key for Essay)
Week 7 - Gender and Sexuality
Friday, March 4, 2016
10:11 AM
SOC 202 Page 1
Document Summary
These are the key ideas for the essay, esp the 2 lectures next week, week 8. Semiotics (or semiology) refers to the study of signs and signifying practices. Every sign that communicates meaning begins w/ signifier and ends w/ sign. Stop sign is a sign made up of signifiers: octagon, red (signifier of danger in context of stop sign, signifier of passion in context of love), stop What are the things we see (explicit) and what is implied (implicit) by the things we see. Signifier: the thing that carries meaning (the meaninful form) Signified: the meaning that is carried (concept that the form evokes) Mythologies, dominant ideologies (for essay, figure what are the mythologies for gender, sexuality, race, ethnicity, social class) In ads, an ideology of gender is represented. Focusing on real beauty over photoshopped beauty -- woman"s value is in her beauty regardless.
