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
1) Find three
examples for each: icon, index and symbol. Provide images or links.
Icon: photo of a dog
Index: smoke represents fire
Symbol:
2) Why are icons and
indexes so important in media texts?
its a way of straight forward communication without actually speaking
its a way of straight forward communication without actually speaking
3) Why might global
brands try and avoid symbols in their advertising and marketing?
Global brands may try to avoid symbols in their advertising and marketing as symbols are things that are culturally learned, for example numbers and alphabet. This means that global brands would avoid using symbols as different countries may have different meaning for different symbols- this may cause confusion and prevent a direct message from being correctly understood.
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).
This media text is very controversial as it seems to be sexualising women and uses some sort of sexual humour. The icons in this media text are the woman and the burger. The index in the text is the copy which can be viewed as sexual humour, mainly sexualising women in a disrespectful manner- linking to the image portrayed. The icon shows the woman with her mouth wide open supposedly about to take a bite from the burger however this image can be seen in a sexual manner, degrading and sexualising women. The copy on the text both in the centre and at the bottom of the ad can be interpreted in the wrong way as it uses a sexual pun which could be interpreted as referring to the central image. The symbol on this print advertisement is the burger king logo.This advertisement was supposedly meant to come across as humorous however this media product has failed in doing so as it comes across as degrading towards women as it sexualises them in a negative light. This advertisement is also sexist.
Global brands may try to avoid symbols in their advertising and marketing as symbols are things that are culturally learned, for example numbers and alphabet. This means that global brands would avoid using symbols as different countries may have different meaning for different symbols- this may cause confusion and prevent a direct message from being correctly understood.
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).
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.
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