Week 3: Visual Imagery

The exploitation of TEXT & READING VISUAL.

Language as a sign
Example:
- Early cave painting
- Hieroglyphs
- Early Mesopotamian pictograms

Code & Decoding- The Ability to decode and understanding sign is based on competence.

Analyze Images
1. Text- All media material, visual or otherwise, may be seen as a text to be read. (understanding, structural analysis)
2. Contents- The setting and tone in which the communication take places.
3. Meaning- Something that is conveyed or signified.
4. Audience- This refer to the readers and viewers of media product.

Semiotics
-Study of signs and the signifying process.
- Structure able to produce a meaning rather work on traditional mater or meaning itself.

According to:
Charles Sanders Peirce (1839–1914)
1. Sign operate in 1 of 3 ways.
ICON- a sign that resembles what it is representing (a portrait).
SYMBOL- is a sign that as no resemblance to what is representing ( some road sign, some logos).
INDEX (footprint)/ INDEXICAL- is a sign that has a direct link to what it represents.

Ferdinand de Saussure (1857–1913)
Sign is made up of 2 parts.
1. Signifier- Image (CODE) as the form of the word or phrase uttered
2. Signified- What does it refer to? (DECODE) as the mental concept

NOTE: According to Saussure, the sign is completely ARBITRARY
i.e. no explanation of the concept/ clear explanation of the sign its left for you to interpret it and give a new meaning.( there was no necessary connection between the sign and its meaning)- Green.

Reading Advertisement- Mythologies
Roland Barthers (1973), reader have a significant role in the process of reading meanings.
Denotation: Refers to the physical reality, describes picture content. [ mobile phone]
Connotation: Refers to the possible deeper meanings of the content; hidden meanings. This is the level of symbolism, metaphor, and suggestion. [ sociability and independence]

Moving Image Advertisement 
Moving images- Film, Television and video.
Monaco suggested that mise-en-scene is a result of decisions about waht to shoot and how to shoot it while montage is how the shots are presentes.

Sony Bravia LCD TV Ad.

T-Mobile Welcome Back Heathrow Terminal 5 advert

Guinness "Rhythm of Life - Evolution"