Michael Kroeger :: MK Graphic Design
Semiotics Principles for the Graphic Designer -- Lecture #10

Semiotics is the logic of the vague.
Semiotics is interdisciplinary.
Semiotics is the logic of relations.

Interpretant = target audience
Representamem = acts as a sign (ad)
Object = client or product represented

Icons = direct representations (images)
Symbols = based on agreement (words)
Indexical = indirect (fingerprint)

Syntax = formal/structural relations
Semantics = relation between object and that which is represented
Pragmatics = functional relations of signs within the language to the user/consumer.

Parallex = view of same object but from a different perspective.
Super-sign = several representamem in correlation to several interpretants.

Three sign operations:
substitution
insertion
omission

Semiotics text by Thomas Ockerse, RISD

Source
various

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Copyright © 1997 M K Graphic Design. All rights reserved. No portion of this document may be copied, reproduced, or electronically reused without written permission from Michael Kroeger at M K Graphic Design. (09.22.97)