Megan Ong

We were  given a lecture based on visual semiotics which includes theories, which stems from a greek word called "theoria", which was interesting. Visual semiotics basically analyses the way visual images communicate a message, and it is also to reflect and observe it as a system of things which is also meant to give an explanation of abstract principles whether it is in science or art.

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Visual semiotics  is based on evidence and data which leads it to become speculative or deductive based on specific hypothesis​.

 

Theories are mainly applied in graphic design and visual communication which is taken from a general study of the science of signs, which in Europe, it is called Semiology.

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An example:

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Saussure and Peirce

• Ferdinand of Saussure 1857-1913

• Swiss professor of linguistics

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Saussure’s model

• Signified – denote (fact)

• Road and signs

       (zebra crossing) as an example

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Visual Language, for instance , is to examine the relationship between text and image, it was chosen to focus on components from advertising so the reader can be sure that it is significant

The purpose of the advertisement is to advertise the positive qualities in writing communications of the product as clearly as possible to the chosen audience.

 

EG. Living in harmony – Visual image has a relationship between parts and whole which includes fingers that represents a keyboard which spreads an awareness.

 

EG. A power button. Includes coffee as a part shot from the top view.

 

EG. Price tag as the part. The whole links to human beings. Consumes so much.

 

EG. Images in the UK have small signboards.

 

EG. Street art on concrete. Visuals translate visual elements on different surfaces. Caught by police

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