Father of Semiotics
Hall, Sean. This Means This, This Means That : A User’s Guide to Semiotics, Laurence King Publishing, 2012. ProQuest Ebook. (Chapters 1 & 2)
Response
Saussure’s term sign means something that is shown and easy to understand based on already built foundational knowledge. Signifier is when the sign is used to show or communicate something on top of what is already communicated. Signified is when the sign and signifier are present and are used in the past tense to express an idea or concept. Signs are used to guide and to inform people during and before their trips. An example is the stop signs seen near areas of high risk and lots of traffic, which are used to slow down and control the traffic. This examble is considered an icon because it is formed like an icon and has letters that confirm its meaning. Non literal devices are used to convey meaning in advertising through making things more concise and organized and in social media through confirmations and identification uses that help to make the services more competitve and useful. In this case, representation non literal device is being used because the red hexagon represents caution and danger which doesn’t always need the bold capital word, stop, considering how big the icon is as opposed to the letters that support it
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