One key aspect of
our introduction to A Level Media Studies is developing the language to analyse
media products.
Semiotics: the study
of signs.
Semiotics: icon,
index, symbol notes
These terms were
coined by the American philosopher and scientist Charles Sanders Peirce
in the 1800s.
An Icon has a
physical resemblance to the signified, the thing being represented. A
photograph is a good example as it certainly resembles whatever it depicts.
An Index shows
evidence of what’s being represented. A good example is using an image
of smoke to indicate fire.
A Symbol has
no resemblance between the signifier and the signified. The connection between
them must be culturally learned. Numbers and alphabets are good
examples.
Source of these
definitions: Vanseo Design Blog
A brief introduction
to icons, indexes and symbols:
Icon, index, symbol:
blog task
Create a new
blogpost called 'Semiotics: icon, index, symbol blog task'
1) Find three
examples for each: icon, index and symbol. Provide images or links.
2) Why are icons and
indexes so important in media texts?
- Icons bear a physical resemblance to what’s being represented. A photograph is an example of an icon signifier.
- An index is a sign that shows evidence of the concept or object being represented. An index doesn’t resemble the object or concept being represented. Instead it resembles something that implies the object or concept.
3) Why might global brands try and avoid symbols in their advertising and marketing?
- Icons bear a physical resemblance to what’s being represented. A photograph is an example of an icon signifier.
- An index is a sign that shows evidence of the concept or object being represented. An index doesn’t resemble the object or concept being represented. Instead it resembles something that implies the object or concept.
3) Why might global brands try and avoid symbols in their advertising and marketing?
4) Find an example
of a media text (e.g. advert) where the producer has accidentally communicated
the wrong meaning using icons, indexes or symbols. Why did the media product
fail? (This
web feature on bad ads and marketing fails provides some compelling examples).
Which, because of the 1) two cups, 2) strangely square-tipped blades of grass that resembled buildings, 3) zooming dragonfly, and 4) ad copy “Collapse Into Cool”, made people think Starbucks was…poking fun? (or just really that ignorant?) at the 9/11 catastrophe.
Why It Missed the Mark
Obviously it’s wildly offensive. Was it just a huge coincidence? I don’t even know—I still don’t understand the logic behind this one.
5) Find an example
of a media text (e.g. advert) that successfully uses icons or indexes to
create a message that can be easily understood across the world.
