semiotics 101.ppt

1. Reading Code(RC)2. Examples 3. Your turn

Semiotics = Science of Meaning

semiotic-analysis™ – see 4

1. Semiotics = Culture Code = Meaning Business

What?

Olny srmat poelpe can raed tihs. cdnuolt blveiee taht I cluod aulaclty uesdnatnrd waht I was rdanieg. The phaonmneal pweor of the hmuan mnid, aoccdrnig to a rscheearch at Cmabrigde Uinervtisy, it deosn't mttaer in waht oredr the ltteers in a wrod are, the olny iprmoatnt tihng is taht the frist and lsat ltteer be in the rghit pclae. The rset can be a taotl mses and you can sitll raed it wouthit a porbelm. Tihs is bcuseae the huamn mnid deos not raed ervey lteter by istlef, but the wrod as a wlohe. Amzanig huh? Yaeh and I awlyas tghuhot slpeling was ipmorantt!

Those whacky kids at Cambridge, what will they come up with next??

1.CC - Code is unconscious but we read it (80% unconscious)

What?Olny srmat poelpe can raed tihs. cdnuolt blveiee taht I cluod aulaclty uesdnatnrd waht I was rdanieg. The phaonmneal pweor of the hmuan mnid, aoccdrnig to a rscheearch at CmabrigdeUinervtisy, it deosn't mttaer in waht oredr the ltteers in a wrod are, the olny iprmoatnt tihng is taht the frist and lsat ltteer be in the rghit pclae. The rset can be a taotl mses and you can sitllraed it wouthit a porbelm. Tihs is bcuseae the huamn mnid deos not raed ervey lteter by istlef, but the wrod as a wlohe. Amzanig huh? Yaeh and I awlyas tghuhot slpeling was ipmorantt!

Those whacky kids at Cambridge, what will they come up with next??

1. CC – Signs commonly strung together become what semiotician call ‘code’

What?1. CC – We all read code – thinking like a semiotican

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What?1. CC – We all read code – thinking like a semiotican

What?1. CC – Codes are expected ‘sets’ of signs vs ‘unconventional’…(‘weird’)

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1. CC – Normal ‘code’

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Nailing the Brand Paradox – right code mix

Weird

Normal

Stand ‘in’/stand out –precise mix

Weird Normal

CC - Easier to see ‘underlying’ code in the past

CC – Semiotics allows you to see ads as clearly today as you can see ads from the

past

CC Harder to see the code in the present –it looks ‘normal’

If you know the rules – you can manipulate them and help clients see why something

will work.

make it better

1. If you know code you can manipulate it

2. Clients reduce risk

3. Higher ROI on work

semiotic-analysis™ – see 32

2. Examples - outputs

Boring/Average Weird/Out thereStand Out/Stand In

2. Examples – finding the sweet spot

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https://www.youtube.com/playlist?list=PLE2mKJvT7ionsmtVIPfHEAjR9Oz0XBoN5


1. Reading Code(RC)2. Examples 3. Your turn

make it better

Identify the standard themes (Sub Codes) you would expect to see on air travel ads & the Code Devices which portray that meaning

3. Your Turn

SC = Discovery

CD = (Exotic

Places)

SC = Comfort

CD = (Seats)

SC = Service

CD = (Unusual

Behaviour)

make it better

41

3. Your Turn

Codes / Sub

Codes

Sub Code =

Discovery

Sub Code =

Comfort

Sub Code =

Service

Code Device for

Meaning 1

Planes flying People asleep Welcome

Smiling hostess

Code Device

for Meaning 2

Holiday Beaches Roomy Seats High Quality

Food

Code Device

for Meaning 3

Exotic

Destinations

Staff Putting

Pillows out for

those asleep

‘Luxury’

Environments

https://www.youtube.com/watch?v=fNEJrd6GkSY

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https://www.youtube.com/watch?v=fNEJrd6GkSY

3. Your Turn

Codes / Sub

Codes

Sub Code =

Discovery

Sub Code =

Comfort

Sub Code =

Service

Code Device for

Meaning 1

Planes flying People asleep Welcome

Smiling hostess

Code Device

for Meaning 2

Holiday Beaches Roomy Seats High Quality

Food

Code Device

for Meaning 3

Exotic

Destinations

Staff Putting

Pillows out for

those asleep

‘Luxury’

Environments

3. Your Turn – Beer

Codes / Sub

Codes

Sub Code = Sub Code = Sub Code =

Service

Code Device for

Meaning 1

Welcome

Smiling hostess

Code Device

for Meaning 2

Code Device

for Meaning 3

Exotic

make it better



semiotics 101.ppt

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