CM4203 Tutorial 4 PDF

CM4203 Tutorial 5 06.11.19 CM4203 Communications Tutor: Paulene Yaranon % Gail Flangan Email: [email protected] *Ensure you have the MODULE CODE CM4203 IN SUBJECT LINE, when emailing* 06.11.19 The midterm exam is scheduled for Friday, the...

CM4203 Tutorial 5 06.11.19 CM4203 Communications Tutor: Paulene Yaranon % Gail Flangan Email: [email protected] *Ensure you have the MODULE CODE CM4203 IN SUBJECT LINE, when emailing* 06.11.19 The midterm exam is scheduled for Friday, the 27th of October (between 12.15 and 1.45pm). You will need to find a quiet spot to do the test; you can log in remotely from home, a college computer lab etc. * Once you start you will only be able to go forwards (you cannot go back and change an earlier answer). * Questions are randomised from a large pool of potential questions, so your exam will be different from others in the class. * For MCQs, the order of answers is also randomised. * Once you begin the exam, you will have 30 minutes to complete thirty questions. You cannot stop the clock once you have started the exam. Please revise using your eBook and materials from lectures and tutorials. It will cover everything up to next Wednesday's class (which is on visual communication and information design The exam is worth 15% of your overall marks for this module. The exam will be hosted on the McGraw Hill Connect platform (your eBook). The locked exam will appear on your Brightspace a few days before the exam opens to the class. Please familiarize yourself with where it is the day before the exam. I will send out a message early next week with further information on how to access it. 06.11.19  Today Semiotics Attendance What is semiotics? Semiotics is the study of signs and symbols and their meanings. It has great importance in communications because it helps us understand how meaning is created and interpreted. By analyzing and decoding the messages we receive, we can develop effective communication strategies. Semiotics provides insights into how different signs and symbols are used to communicate messages to audiences. 06.11.19  Signs and symbols are fundamental elements in semiotics. They convey meaning through the relationship between signifiers and signified. These are all images of signs. They consist of a signifier which is the printed image. A signifier is a physical or tangible object that represents or signifies something else. It is a symbol that conveys meaning through its association with a particular signified. For example, the word “tree” is a signifier that represents the physical object of a tree. The signified would be the idea or meaning behind the image. The signified is the concept or idea that a signifier represents. It is the meaning behind the symbol, rather than the physical object itself. For example, the signified of the word “tree” might be the idea of nature, growth, or stability. Signifier + signified = Signs 06.11.19 06.11.19  Semiotics in advertising Semiotics plays a vital role in advertising by assisting in the creation of memorable and impactful campaigns. Advertisers strategically use signs and symbols to grab attention, convey messages, and evoke emotions. Examples of semiotics in advertising include logo design, taglines, the use of colors and imagery, and incorporating cultural symbols or icons that resonate with the target audience. Metaphors are another powerful semiotic tool in language, using symbolic connections between unrelated concepts to convey meaning and evoke emotions. What are examples of semiotics that you see in everyday life? Examples: Brands 5 Minutes in groups Logos Advertising Metaphors and Analogies Cultural symbols Symbols and Icons Colour theory Semiotics is deeply integrated into visual communication. Colour theory is used to convey specific meanings and evoke emotions, as different colours have symbolic interpretations and cultural associations. Red: Often associated with passion, energy, and urgency. It's frequently used in sales and clearance advertisements. In the context of food, especially fast food, it can be used to trigger hunger and appetite, making people crave the food associated with the colour. 06.11.19 Typography: Typography is another important element, as different fonts and styles carry distinct meanings and evoke different emotions. Font Styles: Bold, elegant, playful, or handwritten fonts convey different brand personalities. Example Coca-Cola Script: The flowing, handwritten style represents friendliness and familiarity. This Photo by Unknown author is licensed under CC BY-SA. 06.11.19 Semiotic analysis 1. Identify the Signs: Signs: Anything that conveys meaning. They can be words, images, sounds, gestures, etc. Signifier: The physical form of the sign. Signified: The concept or meaning the sign represents. 2. What does the text say? How does the headline grab attention? What does it say about the product/service? Does it sell the product or emotions behind it? How does it relate to the images?  Get into groups and carry out semiotic analysis of these images This is a visual representation that communicates a concept but does not look like what it is representing. This advertisement for McDonalds is a good example of the clever use of fries to make up the Wi-Fi signal, advertising free Wi-Fi in their restaurants to customers. The Wi-Fi symbol wouldn’t mean anything to us without cultural context. Although this advertisement is mainly symbolic, there is also an iconic element to it through the use of the photograph of fries. The Wi-Fi symbol wouldn’t mean anything to us without cultural context. The shape of your logo has semiotic meaning, several studies call a logo “the most essential semiotic mediator for meaning within a corporation’s verbal and visual marketing strategies. Circles like the pepsi logo communicate friendship, unity, and warmth. It’s exactly what Pepsi’s logo suggests to consumers: engaging, dynamic, and alive. The logo “smiles” at people with the curved white strip through the circle. Colour theory - Blue: Signifies trust, reliability, and calmness. Many financial institutions and tech companies use blue in their logos and ads