- We actively create meaning by decoding sign
- Semiology is the science of these signs
- Ferdinand de Saussure suggested signs are a combination of the signifier (e.g the image/ gesture/ word) (e.g what we assume it means once we have interpreted it)
Key terms
- Denotation - The literal meaning of the sign ( e.g a man giving a woman a diamond ring )
- Connotation - The meaning attached to the sign ( e.g the ring shows love, engagement )
- Symbol - A sign that stands for something - it must be culturally learned ( e.g our understanding of the significance of a man getting a woman a diamond ring )
Find two different film posters for films from different genres and with different target audiences.
Identify the signs and symbols that help the potential audience to decide on content and whether this film is suitable for them.
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