Signs - are made up of signifier and signified
They generate meaning through their place in a system or a code ( words have meaning within the system of language - because everyone agrees on the system)
Signs are therefore relational.
--> Connotation
- sings operate on the level of denotation and the level of connotation.
- "coco cola" denotes a bottle of brown, fizzy drink
- but what does this sign connote?!
- we can see from this coca cola advert -
- Basically they want to show an image of world peace, bringing everyone together through young and happy people... hmm alrighty then.
- Paradigm choices were made for this advert: age, nationality, expression.
Paradigms refer to the lists of possible signs from which particular signs are selected - these then make a syntagm.
Myths - when codes are 'naturalised' myths are created. - Barthes.
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