Workshop offered to participants to the Festival of Learning at Bournemouth University (June 3-14) offered by Anna Feigenbaum and Ana Adi. Developped by Anna Feigenbaum.
6. "Rose is a rose is a rose is a rose“
– or is it?
7. • Denotation – describe an image as simply as
possible. What Barthes called 'the first order of
signs'.
• Connotation – emotions, values and
associations that the sign gives rise to. What
Barthes called 'the second order of signs.'
Two Levels of Meaning
8. Denotation:
What is a rose?
Vs.
Connotation:
What does giving a
rose mean?
What it is vs. What it means
9. What makes up Meaning
•Text – the signs that make up the image
•Audience – the targeted receivers of the
image
•Context – where the text is positioned or
located more broadly
•Intertextuality – references in the text to
other texts
•Captions/anchorage – what attaches
meanings, limiting polysemic possibilities.
10. Sign up at Flower Shop
FIND IT: Text, Audience, Context, Intertextuality, Caption/Anchorage
15. Task 1: Decon/Recon
1. de-construct the advertisement—Using Barthes
method of semiotics (denotation vs. connotation) explain
how the ad functions. What does the ad ask you to think
and feel? What conventions does it draw on? What kinds
of assumptions does the ad make about target
consumers? How is the viewer interpellated?
2. re-construct the advertisement—Construct an
alternative reading of the product advertised that reveals
or brings out other possible components of the product
or service.
22. Visual Comm on a Budget
Keep The Principles
→Be Site-specific
→Provoke through bold images
→Use place to generate
feelings of be/longing
→Speak directly to your
audience – the ‘Hey you’
Effect
→Cut down your Copy
→Keep colour consistency
→Make your USP visual
Cut The Costs!
Think creatively about sites:
free places to post? Deals
you can make? Exchanges?
Link up with local
photographers and film
students
Promote user-generated
content
Make a mood book/brand
guide