CMNS 223W Lecture Notes - Lecture 2: Semiotics, Meta-System, Olivia Wilde

• School: Simon Fraser University
• Department: Communication
• Course: CMNS 223W
• Professor: Jody Baker

Document Summary

Bulk of advertising is the same (products with the same function, ex. soap, cigarettes) More advertising for the same products differentiation. Purpose is to analyze what can be seen in advertising: not viewers/consumers. Connecting advertising with consumer culture (recreation, reproduction) All ads refer outside them self; other signifying systems. Find the meaning, attach it to the product. Semiotics - not a strategy in advertising (no semiotics in ads) A way in which to analyze ads; techniques to reveal the structure of advertising. Ads create structures of meaning - give inanimate objects meaning; performs a translation, language of meaning of objects to language of people attaches them to shoes. Sign value - basic unit of meaning. Adidas - ad takes series of signi ers (computers, technological development) and. Ads must draw upon pre-existing, external referent systems from the larger culture. Ad is not container for meaning, meaning is not authors intentions meaning is a.