Semiotics
Semiotics is the study of signs and a particular meaning that such sign or implication refers too. A basic example could be a road sign, particularly a ‘Stop’ sign. The stop sign on the left clearly instructs us ‘to stop’ because we understand the word ‘STOP’ clearly shown in the centre of the sign. However, we also understand the sign on the right to mean stop, due to the semiotic understanding of the sign and what a stop sign represents. We cannot understand the word in the centre, unless you understand Chinese, however through the understandingof the octagonal shape and red colouring we presume that the sign is instructing us to stop. Colour isanother example of semiotics, for example the red in this sign suggests warning or direction to us, due to the stereotypical connotations that red implies danger or blood etc and to stop in sense of traffic lights. The colour green on a set of traffic light implies go, supporting another general connotation to indicate something is okay or powered on etc – the colour green is also often associated with recycling and being environmentally/eco friendly.
Semiotics is often used within graphics, illustration and advertising, using colours and typography to imply certain meaning to a specific audience in a subconscious manner – almost like a subliminal message. However, semiotics is also used in film and other parts of the media, often more subtly. The 1963 film, The Birds, makes use of semiotics to create the effect of a sinister theme. The children singing at the beginning of the scenes seems quite cheery and happy, however can also be seen as quite creepy and ‘too happy’ due to the high pitched tones. The horror theme of the scene is then furthered when a large amount of crows slowly start to congregate in the playground, the creepy connotations of crows and their evil personalities suggests they are forming in one space for a reason and something is going to happen – the female in the film adheres this feeling when she briskly runs away from the play area.
In class we created a quick video to show use of semiotics in a simple and everyday sense. The first male in the scene is dressed quite smartly and reading a book, suggesting that he is intelligible, nice and respectful, however the dark clothing, cigarette and hood of the second male connotes a more negative response – suggesting he may be a thug etc.
CHARLIE MILES 