CMNS 223W Lecture Notes - Lecture 3: Connotation, Denotation, Usal
26 Jan 2017
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Semiot ics: semiotics if not an adver tising strategy. Sign: signifier - the form that a sign take. I. e. , the word or image that depicts the cowboy : signified - the concept to which the sign refers. I. e. , an idea of a rugged masculinity and self-reliance. Page ! of !2 3: the sign is a recognizable combination of signifier and signified. All signs are arbitrary, which means that they are not the same as what they call: reality. Symbol: a sign that is connect to its object as a matter of convention, agreement or rule. Icon: bears some resemblance to the object it stand for. Index: bears a causal connection or points to referent. Eg. smoke, footprint, symptom of disease (snapshot too) Connotation: the social-cultural (and sometimes personal) associations a reader makes. How it represented: codes are the structures in which signs operate.
