As we know on week 3, semiotic is a study of sign. . Moreover, we also studied that we perceived things in our life are through 5 senses; hear, taste, smell, sight and touch.
Now, we move on in depth in semiotics. Semiotics was divided into three part branches which consist of syntax, semantics and pragmatics. Syntax as stated by Levinson (1983) is “the study of the formal relation of signs to one another”. It also means how the words a form together into sentences. While for my analysis towards syntax; in languages it have a grammar, therefore it is also a grammar in the visual images. This syntax has rules that we automatically follow step by step when viewing the images. It comprises the rule of the third, rules of colour, rules of lines and rules of composition.
Every image has it certain parts that could attract our attention to focus at it very much. For examples, the images above will show where our eye movement focus first and ended at the end. Firstly, from the ad images above I was attracted by the swollen on the kid eye and mouth. Then my attention moves to the chain and the scratched parts on the kid body and lastly the sentences at the right side. This showing how we view the visual images in structure, which also mean that we also have regulation about on how we try to view or see things around us (Petterson, 1993).
The below picture is showing how my eyes movement on the advert had started from the top and ended to the bottom on the right side.
What does u see on the picture above? Maybe u just thought it as a simple hut or village that located near the beach. While for myself, it is not just a hut but I think it is the vacation place for people to have their leisure time with family or honeymoon for the newlywed couple. We can see the clear water and blue sky which represent of warm, cool and calm. It was the place for people having rest out from the hectic city. Therefore, different person have different perception and interpretation when viewing the sign or symbol of the visual context. In other words, it is what you see and what you compute from it.
Lastly, pragmatics in language is the study of the invisible meaning of the context by speakers and how it was interpret by a listerner. According to Pecci (2009), “pragmatic analysis is on the meaning of the speakers’ utterances rather than on the meaning of words or sentences.”
For instance, yesterday my little sister was asking something to me, my father and my mother. She said “do you know what ‘BF’ mean is?” Then three of us were in shocked because she is not supposed to be known that words. This is because in our mind that ‘BF’ words mean ‘Blue Film’. However, for her actually the meaning of ‘BF’ is referring to ‘Boy Friend.’ From the above text we can see that a single sign of word can have more than one meaning.
While, for visual it is the study on how the society interpret towards the sign or symbol of the images using the social background.
The below picture is showing how my eyes movement on the advert had started from the top and ended to the bottom on the right side.
Now we moved on to Semantic. In language, semantics is the study of the meaning of the context. While in visual, it studies the meaning of the sign. Semantics are more concern on how we able to interpret the visual context and understand what does it represent. According to Levinson (1983), “the study of the relations of sign to the objects to which sign are applicable.”
What does u see on the picture above? Maybe u just thought it as a simple hut or village that located near the beach. While for myself, it is not just a hut but I think it is the vacation place for people to have their leisure time with family or honeymoon for the newlywed couple. We can see the clear water and blue sky which represent of warm, cool and calm. It was the place for people having rest out from the hectic city. Therefore, different person have different perception and interpretation when viewing the sign or symbol of the visual context. In other words, it is what you see and what you compute from it.
Lastly, pragmatics in language is the study of the invisible meaning of the context by speakers and how it was interpret by a listerner. According to Pecci (2009), “pragmatic analysis is on the meaning of the speakers’ utterances rather than on the meaning of words or sentences.”
For instance, yesterday my little sister was asking something to me, my father and my mother. She said “do you know what ‘BF’ mean is?” Then three of us were in shocked because she is not supposed to be known that words. This is because in our mind that ‘BF’ words mean ‘Blue Film’. However, for her actually the meaning of ‘BF’ is referring to ‘Boy Friend.’ From the above text we can see that a single sign of word can have more than one meaning.
While, for visual it is the study on how the society interpret towards the sign or symbol of the images using the social background.
What do expect the above sign is? Mostly most of us interpret it as a peace sign from what the society has been view on it. However, some people refer it as ‘two’. Therefore, again different society background had created a different meaning on visual context.
References:
- Deterding, D., Leong, P. A., Low, E. L. (2006). An introduction to linguistics. Singapore: McGraw Hill.
- Levinson, S. C. (1983). Pragramtics. United Kingdom: University Press Cambridge.
- Moore, A. (2000). Semantics - meanings, etymology and the lexicon. Retrieved September 9, 2011, from
- http://www.teachit.co.uk/armoore/lang/semantics.htm
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