Semiotics.

Semiotics is a philosophical theory of the functions of signs and symbols. Semiotics is used to identify the underlying meaning. Elements of visual texts work together to produce a meaning.

For example road signs are a visual art that have a common meaning. 

An image can also act as a cue e.g. 

   

The 'golden arches' are a global symbol for food chain McDonalds.




Words can also have the same effect. The word coward, for example, makes you think of the relative and opposite so along with coward you would think of bravery. Words can have several connotations and therefore meanings.

The clothes we wear may also have a meaning, they can describe who we are or make a statement. They can show conscious and unconscious thoughts; we might have worn something because it looks good or because it is comfortable. 


Clothing label French Connection, for instance, began branding their clothes in 2001 with 'fcuk' an acronym for French Connection United Kingdom, but it also controversial, shocking people and very eye-catching:

 

Words have denotations and connotations.

Denotation: the literal meaning, what it actually is.
Connotation: other suggested meanings.

Such as a rose is a rose. However a red rose suggests romance and valentines and the rose wilting would suggest the love was dead. These positive associations are dominant ideologies, like the rose suggests what romance should be about. For instance red, pink and 'love hearts' are associated with Valentines Day and snow is associated with Christmas.
 

There are 3 basic types of sign and code:

Iconic: they appear exactly like the thing itself, e.g a cowboy with a hat, gun and spurs etc:

The iconic sign acts to represent more such as the cowboy being associated with bravery. These reinforce ideologies e.g. the cowboy represents masculinity.





Indexical: they indirectly suggest what they mean, these act as a cue to existing knowledge such as:

Smoke - fire
Sweat - nervous

- Apple Inc.





Symbolic codes: act as signifiers of meaning, are totally disconnected from what they denote and are often culturally specific. 

E.g. Red - love + passion - hearts
       White - peace - doves


Conventions are an established way of doing something and, unlike traditions, will change over time.

This is demonstrated in adverts, women are usually portrayed as one of two things:

The sex symbol, used in perfume advertisements e.g. 







OR

The domestic goddess, used in fairy liquid adverts e.g.