- Semiotics is the study of signs.
- It is important to deconstruct existing media elements in order to create better design elements yourself
- A sign is image, sound, object, or action that stands for something else.
- Signs only make sense in how they relate to other signs
- Need to make distinctions between what is real and signs used in media.
- Iconic, indexical and symbolic sign modes
- Definitions of metonymies, synecdoches and tropes.
- Two types of analogies - simile and metaphor
- Visual metaphors involve transference - the idea that the product is like something, and so it shares that something's qualities.
This wedding sing makes sense because many of us have been exposed to images of old signposts showing directions towards different cities.
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