Semiotics: icon, index, symbol

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:

 https://youtu.be/0JtJu9HdQVM

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.

Icon:

Index:

Symbol: 

2) Why are icons and indexes so important in media texts?

Icons and Indexes are important in media texts as they allow the audience to recognize and register the images that they are seeing and contextually link them back to what is going on.

3) Why might global brands try andavoid symbolsin their advertising and marketing?

Brands may try to avoid symbols in their advertising as it may be interpreted in an incorrect or demeaning manner which may tarnish the reputation of the company, an easy example is the bic advert from national women's day.

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).

In 1992, 50,000 Spanish women got a letter from a stalker saying things like, “We met again on the street yesterday and I noticed how you glanced interestedly in my direction.” They then invited the female recipient to embark with them on an adventure. Except the letters weren’t from a stalker. They were from Fiat, the car company. Though the ad might have been cute and clever if it were clear that it was an ad, it wasn’t clear that it was an ad. If Fiat would’ve put their logo on it and a disclaimer message to the tune of “you are not actually being stalked,” things might not have gone so poorly.Be clear about your intentions in your advertising, and point it out plainly if you have to: “This is an advertisement. We are not actually stalking you.”

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.

It uses a range of icons and indexes.