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Revelations from the Secret Agent Applied Semiotic Analysis Arthur Asa Berger Professor Emeritus  San Francisco State University
Students at a lecture If you shot off a gun at sporadic intervals and asked students what they were thinking when the gun went off youd find: 20% pursuing erotic thoughts 7% described mood as love. 20 %  reminiscing about something 20% paying attention 12% actively listening Rest of students: worrying, daydreaming, thinking about lunch or religion 20%  said they were happy 12% said they were sad 68% were neutral
油
油
油
油
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Revelations about: Semiotics of Frenchness The meaning of facial expressions Objects as a reflection of our personalities Signs and symbols in a perfume advertisement Love as a game Conclusions: cartoons Ive drawn
油
Saussures Theory Signs are sound/objects + concepts Sound/object is Signifier Concept is Signified Relation between signifier/signified is arbitrary, based on convention Concepts are relational
油
油
Semiotics: Science of Signs Signs: Signifiers and Signifieds, icons, indexes, symbols. Signs: Anything that can stand for something else. Signs: Can lie or mislead. We are always sending messages (signs) about ourselves and interpreting signs others send about themselves. We read everyone we see in mediated textsbut do we  read them correctly?
Signifier/Signified Game Secret Agent (Signified) Signifiers: Dark Glasses Revolver with silencer Trench Coat Sports Car Slouch hat Beautiful Women Etc. Frenchness (Signified) Signifiers:
Peirce on Signs Kind of Sign Way Works Icons Resemblance Photographs, Statues Index Cause and Effect Smoke and Fire Symbol Must be Learned Flags, Sacred Objects
Facial Expressions Shown Seven Universal Emotions (Paul Ekman) Determination Pouting (show displeasure, disappointment) Fear Neutral (no emotion) Sadness Anger Surprise Disgust  (repugnant)
Facial Expressions 1  2  3 4  5 6  7  8
油
油
Paul Ekman on Facial Expressions Neutral  2.  Disgust  3.  Sadness Fear  5.  Pouting 6.  Anger  7. Surprise  8.  Determination
Reading People in Mediated Texts Applied Semiotic Analysis Hair Color Body Language Hair Style Makeup worn Eye Color Clothes worn Eye Pupils Eyeglasses/sunglasses Facial Structure Jewelry Body Type Setting Age Occupations of People  (guessed?) Gender Activities Suggested Race Language Used, Dialogue Facial Expressions Music, Sound Effects, etc.
油
Interpreting Signs:  A Class Exercise in a Semiotics Seminar Students brought object in brown paper bag. Nobody knew who brought which object. Qualities of person as reflected in sea shell found by students in seminar: Sterile Empty Dead Lifeless
What Student Who Submitted Sign Wrote: Delicate,  Beautiful,  Natural,  Lovely. MORAL:  Signs you are sending about yourself may be misinterpreted. Interpreting Signs
油
Fidji Perfume Advertisement Snake is a phallic symbol (Freud) Flowers are sexual organs of plants Myth of passion in Polynesian islands (Gauguin) Adam & Eve (and snake) Dark hair and ideas about sexuality  Perfume as magic (and like venom?) Fidji and sophistication: cost and advertisements Design of ad: leads eyes to perfume Fingers grasping perfume in strange way Sex found hidden in images
Power of Metaphors in Music  All in the wonderful game called love... Love  is  a Game  Metaphor Love is  Like  a Game  Simile Analogy is basic to metaphor, similes
Implications of Love is a Game 1. 2. 3. 4. 5. 6. 7.
Love is a Game. Games have winners and losers Games have rules People cheat at games Trickery and deceit in games Games end eventually People arent serious about games Games take place in certain spaces
油
油
油
油
油
油
油
油
油
Summary Semiotics is one of the most important ways to analyze texts and culture Cultures can be read as texts Semiotics sees itself as the master science With some basic semiotic concepts one can analyze just about everything The world is perfused with signs if not made up entirely of them.  C.S. Peirce.
油
油
油
油
油
油
油
油
油
Reading People = Interpreting Their Signs Hats Facial Ornamentation Hair Style Facial Hair (Beards, etc.) Hair Color Makeup Hair Decorations Eyes (pupils) Facial Expressions Teeth We always read people in films, television programs, advertisements, plays, and everyday life.
油
油
油
油
油
油
油
油
Summary on Reading People Signs can be used to lie (Umberto Eco) Meaning of signs can change Cant always tell what a sign means (ambiguity) Every aspect of image can be analyzed Were always reading the messages people send  about themselves and sending messages that other  people read about us.
油
油
油
油
油
油
Love is a Game. Games have winners and losers Games have rules People cheat at games Trickery and deceit in games Games end eventually People arent serious about games Games take place in certain spaces
油
油
Reading People (Continued) Body Language Language Used/Dialogue Body Decoration Accent Clothing Worn Tone of Voice Shoes Space Occupied Props Body Language
油
油
油
油
油
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Revelations from the secret agent

  • 1. Revelations from the Secret Agent Applied Semiotic Analysis Arthur Asa Berger Professor Emeritus San Francisco State University
  • 2. Students at a lecture If you shot off a gun at sporadic intervals and asked students what they were thinking when the gun went off youd find: 20% pursuing erotic thoughts 7% described mood as love. 20 % reminiscing about something 20% paying attention 12% actively listening Rest of students: worrying, daydreaming, thinking about lunch or religion 20% said they were happy 12% said they were sad 68% were neutral
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9. Revelations about: Semiotics of Frenchness The meaning of facial expressions Objects as a reflection of our personalities Signs and symbols in a perfume advertisement Love as a game Conclusions: cartoons Ive drawn
  • 10.
  • 11. Saussures Theory Signs are sound/objects + concepts Sound/object is Signifier Concept is Signified Relation between signifier/signified is arbitrary, based on convention Concepts are relational
  • 12.
  • 13.
  • 14. Semiotics: Science of Signs Signs: Signifiers and Signifieds, icons, indexes, symbols. Signs: Anything that can stand for something else. Signs: Can lie or mislead. We are always sending messages (signs) about ourselves and interpreting signs others send about themselves. We read everyone we see in mediated textsbut do we read them correctly?
  • 15. Signifier/Signified Game Secret Agent (Signified) Signifiers: Dark Glasses Revolver with silencer Trench Coat Sports Car Slouch hat Beautiful Women Etc. Frenchness (Signified) Signifiers:
  • 16. Peirce on Signs Kind of Sign Way Works Icons Resemblance Photographs, Statues Index Cause and Effect Smoke and Fire Symbol Must be Learned Flags, Sacred Objects
  • 17. Facial Expressions Shown Seven Universal Emotions (Paul Ekman) Determination Pouting (show displeasure, disappointment) Fear Neutral (no emotion) Sadness Anger Surprise Disgust (repugnant)
  • 18. Facial Expressions 1 2 3 4 5 6 7 8
  • 19.
  • 20.
  • 21. Paul Ekman on Facial Expressions Neutral 2. Disgust 3. Sadness Fear 5. Pouting 6. Anger 7. Surprise 8. Determination
  • 22. Reading People in Mediated Texts Applied Semiotic Analysis Hair Color Body Language Hair Style Makeup worn Eye Color Clothes worn Eye Pupils Eyeglasses/sunglasses Facial Structure Jewelry Body Type Setting Age Occupations of People (guessed?) Gender Activities Suggested Race Language Used, Dialogue Facial Expressions Music, Sound Effects, etc.
  • 23.
  • 24. Interpreting Signs: A Class Exercise in a Semiotics Seminar Students brought object in brown paper bag. Nobody knew who brought which object. Qualities of person as reflected in sea shell found by students in seminar: Sterile Empty Dead Lifeless
  • 25. What Student Who Submitted Sign Wrote: Delicate, Beautiful, Natural, Lovely. MORAL: Signs you are sending about yourself may be misinterpreted. Interpreting Signs
  • 26.
  • 27. Fidji Perfume Advertisement Snake is a phallic symbol (Freud) Flowers are sexual organs of plants Myth of passion in Polynesian islands (Gauguin) Adam & Eve (and snake) Dark hair and ideas about sexuality Perfume as magic (and like venom?) Fidji and sophistication: cost and advertisements Design of ad: leads eyes to perfume Fingers grasping perfume in strange way Sex found hidden in images
  • 28. Power of Metaphors in Music All in the wonderful game called love... Love is a Game Metaphor Love is Like a Game Simile Analogy is basic to metaphor, similes
  • 29. Implications of Love is a Game 1. 2. 3. 4. 5. 6. 7.
  • 30. Love is a Game. Games have winners and losers Games have rules People cheat at games Trickery and deceit in games Games end eventually People arent serious about games Games take place in certain spaces
  • 31.
  • 32.
  • 33.
  • 34.
  • 35.
  • 36.
  • 37.
  • 38.
  • 39.
  • 40. Summary Semiotics is one of the most important ways to analyze texts and culture Cultures can be read as texts Semiotics sees itself as the master science With some basic semiotic concepts one can analyze just about everything The world is perfused with signs if not made up entirely of them. C.S. Peirce.
  • 41.
  • 42.
  • 43.
  • 44.
  • 45.
  • 46.
  • 47.
  • 48.
  • 49.
  • 50. Reading People = Interpreting Their Signs Hats Facial Ornamentation Hair Style Facial Hair (Beards, etc.) Hair Color Makeup Hair Decorations Eyes (pupils) Facial Expressions Teeth We always read people in films, television programs, advertisements, plays, and everyday life.
  • 51.
  • 52.
  • 53.
  • 54.
  • 55.
  • 56.
  • 57.
  • 58.
  • 59. Summary on Reading People Signs can be used to lie (Umberto Eco) Meaning of signs can change Cant always tell what a sign means (ambiguity) Every aspect of image can be analyzed Were always reading the messages people send about themselves and sending messages that other people read about us.
  • 60.
  • 61.
  • 62.
  • 63.
  • 64.
  • 65.
  • 66. Love is a Game. Games have winners and losers Games have rules People cheat at games Trickery and deceit in games Games end eventually People arent serious about games Games take place in certain spaces
  • 67.
  • 68.
  • 69. Reading People (Continued) Body Language Language Used/Dialogue Body Decoration Accent Clothing Worn Tone of Voice Shoes Space Occupied Props Body Language
  • 70.
  • 71.
  • 72.
  • 73.
  • 74.
  • 75.
  • 76.