Kelsi Denham’s Weblog

The Art The Comes Out

Chapter_2

Within the second chapter of the Visual Literacy book, Visible Signs, there is a great deal said about the relation to thoughts or objects with symbols and signs. When you see signs and you think of the object it is an index. When you see a traffic light and think of the action that goes with it that is an example of an index. An icon is a sign that represents a physical object. A symbol is a sign that has no visual connection between it and what it means. There are also three different levels of signs according to Peirce. The first is a sence of something and that is firstness. The second is a fact based sign and it is called secondness. And the third is a mental result to a sign and that is thirdness. Peirce also talks about semiosis which is where a sign can have many different meanings. It could all be determined by the person that is reading it. Each person has a different life experience and each one could cause a person to view a sign different from a person with a completely different life. Value, according to Saussure, is what caused a sign to have meaning. IT is where the sign gains meaning based off of other signs that are similar to that sign. A syntagm is a collection of signs, such as letters, that are in a linear sequence. When in this sequence they are read and understood. When arranging the sequence you are able to trade one sign for another that is called Paradigm.  When this is done it also creates a metaphor, which is something that is used quite often in advertisements.

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