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17 Cards in this Set
- Front
- Back
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object |
something that exists, found in environment, referred to by a sign |
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artifact |
manipulated, crafted by humans |
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archeology |
semiotic study of artifacts and objects |
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fetishism |
belief that objects or artifacts manifest an inner force above/beyond the physical |
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animism |
stronger form of fetishism. Belief that supernatural inhabit or communicate with humans through objects or artifacts. Ex: lucky penny. Often modelled out of clay, stone or wood |
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Halls 4 types of zones |
- intimate (0-8 inches) - all senses activated - personal - (1.5-4.5 ft) - arm length - minimum comfortable distance between non touching - social - (4.5-12ft) - non involving/non threatening - public - one can take defensive/evasive action |
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3 spatial codes |
- private - codes for how to act in private - extension of individual self - public - codes for how to act in public - extension of communal - sacred - codes for regulating behavior in locales that are believed to have spiritual qualities |
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3 types of advertising |
- consumer - directed at selling a product - trade - sales pitch between dealers and professionals through trade publications and media - political social advertising - used by special interest groups (anti smoking) and politicians to advertise platforms |
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3 main techniques that make advertising powerful |
- posiitoning - positioning of the object or product to the right people - image creation - creating an image for the product or a personality (amalgamation of products name, logo, packaging, price and over all presentation to create character) - mythologoization - strategy of imbuing brand names, logos, product designs, and commercials with mythic meaning (ex: I AM CANADIAN - national, or "quest for beauty - mythic) |
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language of advertising |
- jingles/slogans - enhance memory of the product using music/tone - "I'm loving it" -alliteration - repetition of sounds to enhance memory or brand name - formulas - effect of making meaningless statements sound truthful - "triumph has a bra for the way you are" -absence of language - emphasizes product speaking for itself -intentional omission - capitalizes on secret statements "don't tell your friends" -use of imperative form - creates affect of advice coming from unknown - "trust your senses" -metaphor - comparison creating powerful imagery "come to where the flavour is" -metonymy - creates powerful imagery "bring a touch of paris into your life" |
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brand name |
product recognizable by name |
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logo |
visual representation/symbol for the product |
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surface level |
actual ad text |
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underlying level |
connotations derived from the signifiers of the surface elements - speaks indirectly to the unconscious mind |
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stadium |
interest in analyzing the photograph and elements in it |
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punctum |
deep meaning that speaks to us individually and is consequently remembered |
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3 intentions of text |
- intention of message - intention of reader - intention of author |
