Semiotics is the science of studying signs
a word
an arrangement of letters
colours
noises
all these can be signs
studying how things mean not what things mean
Ferdinand de Sausse (swiss linguist)
semiotics is about readings cultural codes
systems of signs that link together to create means of communications
fashion reads as a long
all codes rely on a shared knowledge
the word 'Dog' has no relation to an actual dog..people just agreed that dog means dog.
there is no logical between signifier and signified
the signifier - sound image
the signified - mental concept
the relationship is obituary
this is why the more you say or see a word the less meaning it has
typeface is a very important signifier i.e elegant type, aggressive type..BOLD = strong
type needs to signify what its saying.
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