On Meaning-Making: Essays in Semiotics by Mieke Bal starting at $ On Meaning-Making: Essays in Semiotics has 1 available editions to buy at Alibris Cyber Monday Special | $20 Coupon. On Meaning-Making: Essays in Semiotics (Foundations & Facets) [Mieke Bal] on goodessay.pw *FREE* shipping on qualifying offers. Bal (theory of literature, U. of Amsterdam) addresses basic questions in semiotics, the theory of signsAuthor: Mieke Bal. Semiotics is the scientific study of signs and the way in which these signs construct and reconstruct meaning. (Watson, ) Within this essay, I shall undertake a semiotic /5(7). Ads make use of signs, codes and social myths which are already in circulation and ask us to recognise and often to enjoy them. At the same time that we are reading and decoding the signs in the ads, we participate in the structures of meaning that ads use to represent us, the advertised product and society. Note: Citations are based on reference standards. However, formatting rules can vary widely between applications and fields of interest or study. The specific requirements or preferences of your reviewing publisher, classroom teacher, institution or organization should be applied.
- On meaning-making : essays in semiotics
- How to Write a Semiotic Essay
Hire Writer Saussure introduced two concepts that signs must have, a signifier and a signified. The signified is the mental image associated or idea represented by the sign Joshi, February 29, In addition, semiotics can be divided into two basic levels of analysis.
First being diachronic, a macro level of analysis which looks at the arrangement of elements in a system at a single point in time. Second being synchronic, a micro level of analysis that examines the historical development of languages.
For the purpose of this semiotic analysis, I will be conducting a synchronic level of analysis because the advertisement comes out of magazine.
On meaning-making : essays in semiotics
Semiotic analysis was created to study communication and language. It has two different levels of classification, denotation and connotation. Roland Barthes, a cultural theorist, expanded the cultural theory of denotation by introducing the concept of connotation.
Connotation is the secondary significance of a sign and is defined as personal or sociological associations of the sign. In the denotative level, the primary signification is considered to be the literal or surface meaning of a sign Joshi, February 29, In this advertisement, there are many signs available.
As stated above these signs are made up of signifiers and the signified. The signs that are presented in this advertisement are all examples of iconic signs. Icons are is mode in which the signifier is perceived as resembling or imitating the signified pictorial representations Joshi, February 29, This advertisement contains a sign that is presented of a woman licking an ice cream cone.
The signifier would be the letters that form the word. The signified for ice cream is a frozen food made with sweetened and flavored milk New Oxford American Dictionary. The signifier would be to emphasize or represent a thing in general New Oxford Dictionary.
The signified would be to put something into the mouth and swallowing New Oxford Dictionary. The signified would be no one or nothing more besides New Oxford Dictionary. The connotative level is the secondary signification of the sign.
It now has a new meaning attached to it. The new signified would be a Caucasian woman preforming a promiscuous act oral sex. She is being objectified and is portrayed as a sexual object. The woman in this ad is used to attract men, and by buying this product and being clean, women are most likely to do to perform sexual acts for you. The signified would be a phallic symbol.
The ice cream is white perceiving that it is vanilla flavored. In the connotative level, one can perceive this as a representation of semen or association of race they are trying to market too. The signified associated with this sign also produces the phallic symbol. This manipulates the representation of the word to change its reflective meaning, thus emphasizing its significance in the ad. It is a subliminal message that illustrates oral sex. Semiotics has types of codes as long as they reveal the structures of society.
They are associated with fields constituted of signs Joshi, February 20, There are four different types of codes: Cultural codes are based on the understanding social rules in behavior Joshi, February 29, The cultural code that is reflected in this advertisement is woman and the subjectivity of sexuality.
Women are thoroughly sexualized and are guilty of eroticized depictions. Women are often presented as desirable commodities, often being recognized for their beauty rather than their intelligence — objects for pleasure. The sign of the woman is relevant when relating it to the cultural code. We see this through her body language and the representation of her hands. The way she is licking the ice cream cone and has her eyes closed presents a promiscuous message.
One is never seen eating an ice cream in this way. It is not normal. A way in which women are dehumanized in common mass media images — a product for male pleasure and consumption. Aesthetic codes are based on social conception of what is beautiful and pleasing to the senses Joshi, February 29, In reality it is common to see interracial couples but is a growing issue in society.
Interracial relationships are based on social acceptance and the fact that the woman in this advertisement is Caucasian is white and the ice cream cone phallic symbol is white, it shows a dominant view of our society.
Advertising is commonly known for depicting couples of the same race, if one would change that ice cream cone was a different colour , it might not be accepted widely through our society.
Linguistic code is the deployment of words to generate a meaning Joshi, February 29, It is the written messages that define and describe what is going on. This advertisement contains many slogans and text that is used to subvert the normative deal. But she is only eating it because it tastes good and it is hot where she happens to be. Most people will interpret the image as the woman performing oral sex, which contributes to the argument that women are seen as sexual objects, even though the sentence states the opposite.
Narrative code is how the image tells a story Joshi, February 29, The narrative code is about the positioning of the signs on the page. Since the picture of the woman eating the ice cream cone is the biggest sign and is in the middle of the advertisement, it tells the main story of the advertisement.
How to Write a Semiotic Essay
The slogans on the advertisement are both above and below the image of the woman. This centralizes and brings more focus to the woman. The actual picture of the product is on the bottom right corner of the ad. In conclusion, the advertisement objectifies woman and they are depicted as sexual oriented objects.
That woman becomes objects of consumption in advertising. We use women in a degrading way; we use them for their beauty and are constantly sexualized. This advertisement shows exactly that.
The representation of the phallic symbol and the meaning behind it depicts oral sex. Through denotative meaning it is clear that the meaning of the word is literal.
Nonetheless, the connotative level shows the girl in the advertisement is being objectified and is portrayed as a sexual object. In todays society the depiction of woman in advertisement has become the norm. She is not shown using the product, however she is served only as a decorative symbol.
It is proven that sex does sell and captures attention because it has become a part of human ideology. How to cite this page Choose cite format: