Semiotics

Semiotics are quite simply signs. Examples of this usuage of signs in the golden arc of the M for Mcdonalds or another example is the tick for nike. We as an audience have to decode these signs as the producer has encoded them. We can decode in two different ways;

• Denotation - Literal interpretation 

• Conotation - What the denotation implies and this is subjective and is only ever someones personal perspective.

To demonstrate the example of a movie poster. The poster was for Mission Impossible 2.

 

Denotations are; Bird, man, fire, large title, cut on face, leather jacket, mid length hair, stern face.

Conotations are; Scar on face = Battle, Fire = explosion, Leather = Motorbike, Slick back hair = Motion, Stern face = Agression, Bird = Pheonix.

Signs, words and actions all combine together to make up codes which when they are together mean certain things to certain people. However only some of these aspects us directors and producers can control.

• Technical aspects I have full control over. I can choose what microphones that I am going to use to record the vocals or what camera I am going to use. This is under my control.
• Presentational aspects are not so controlled; these things are acting, camer work and lighting.
• Aesthetic is something that I have no control over because it alters due to your cultural background.

Now;
We understand what an image represents and we see what we believe. However the image or sign that we see is not the thing itself. We believe what see and forget what we see is just a sign. Reading things like this allows us to gain a knowledge and understanding about the micro elements of life.

1. Umberto Echo - a sign is anything that can be sued to tell a lie. Saussure - a sign makes meaning.
2. A sign can be split into two- The signifier and the signified. The signifier is anything that is a sign and the signified is the concept that a signifier refers to. 

The relationship between the signifier and the signified is a denotation. Conotations involves signifying signs (think of one signifier and then it leads you to another; a second signifier). E.G the word rose (which is a sign) may lead you to thinking of an image of a rose (a second sign) so nothing is ever signified. A collection of signs is called a paradime.

In relation to music video; I have placed no hidden meaning to the video. I have tried to make my video very literal. Despite this people will place there own interpretation on what is present within the video. People are always free to interpret what they want when viewing something but if people find something it is not intentional. Signs have very little meaning in the context of my video. The fact that the band are wearing T-shirts with logo's of other bands is a sign in the sense that it signals that the band like that band.