Task 4 - Semiotic Theory

Semiotic theory focuses on the social and cultural meaning of signs and codes and conventions. Signs consist of an image, a word, an object or even a certain type of practise. The meaning of signs depends on the relationship between the signifier, the signified and the referent. We all respond to signs in many different ways whenever if that is to agree or disagree on a certain topic or if we just respond to it from our own actions. These signs can be presented in many different forms whenever that is from an image, a word or a video. We identify and respond to these signs by two terms which are Denotation and Connotation.

Denotation

Denotation is the literal or primary meaning of a word or sign, in contrast to the feeling or ideas that the word or sign suggests. For example a stop sign has the denotation of stopping a vehicle. Even without words we would recognise the meaning from the shape and the colour.

Connotation

Connotation is the idea or a feeling that a word or a sign portrays for a person in addition to its primary meaning. It sets a tone or an emotional association that a word or sign has. It can be negative and positive but is usually something seen by the population in general. For example the stop sign would have the connotation of risk and danger of an accident if the person decided to ignore the sign because of the red colour background which portrays this meaning. 

Applying Semiotic theory

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