Introduction
Semiotics is studying signification, communication and symbols. It deals with the study of things that represent other things. Signs are normally in form of images, sounds, words, objects and gestures. Saussure sees semiology as a science that deals with the parts played by signs within social life Barthes, (1964). Semiology is divided into semantics, syntactic, and pragmatics. Semantics is the relationship between signs and certain things they denote, whereas Syntacts is the relationship between signs within formal structures. Pragmatics refers to relationship between signs and the effects they have on the Semiotics makes people desist from taking reality as something with an objective free form being interpreted by people. People get to understand that reality is simply a system of signs. It makes us know that reality is a construction and we get to know the parts people play in that construction people who use them.Barthes, (1964). Apart from the meaning of semiotics, this essay will explore the origin of semiotics, its proponents, current debates within art and design and contemporary and historical precedents. We shall also look at Kitchener and Uncle Sam posters, do an examination of graphic design examples among other things. Advertising will be used in this case as an example of graphic design.
Bruhn (1995). We understand that meaning doesn’t occur in the world or in books or things like computers. Nothing gives meaning to us but we make it using conventions and codes that we don’t understand. We get to learn that since we live in the world of signs we can’t understand anything if not through the signs.
Origin of semiology
According to Bruhn (1995). Semiology was conceived in linguistics. Around the 19th century, Saussure did great teachings on linguistics. In those teaching sessions Saussure took semiology as a model to be employed in examining language. By the time he died in 1912, Saussure had not published any of his works but his students gathered the notes he was using to lecture and published them. Barthes (1972). Semiotics started becoming a big cultural studies approach in the 1960s partially due to Roland Barthes’ work.
Proponents of semiology
Some of the notable contributors to the topic of semiology include:
Ferdinand de Saussure
He was a linguist from Switzerland who was born in 1857 in Geneva. He studied Latin, Sanskrit, Greek and other courses at Geneva University. He started graduate work in 1876 at Leipzig University. After two years he studied in Berlin for one year and wrote a dissertation about the primitive vowel system in Indo-European languages. His main concern was developing science signs, Barthes, (1977). He had a keen interest in linguistic signs or words. His suggestion was; a sign is made of 2 parts that are inseparable, that is, the manner in which the sign is communicated and the idea being passed across by the sign (the signified).
Roland Barthes
About Marshall 1985, Barthes was born in Cherbourg in Normandy in November 1915. When he was eleven their family shifted to Paris where he grew into a man. He was attacked by tuberculosis and this affected his career in that he could not take some examinations. From 1939 to 1948 he took time getting a license in philology and grammar, did publications for his works and participated in a medical study while he was still under attack from diseases, Bruhn (1995). In 1948 he resumed academics and mounted several positions in institutions in Egypt and other countries. At that time he made contributions to the paper called combat and from it, he developed his very first full works; ‘Writing Degree Zero.’ Barthes spends his early 60s studying structuralism and semiology. Before the 1970s he had achieved much that he toured foreign countries, gave lectures at and did his best-known work in 1967. He passed away in 1964 as a result of a road accident on a street in Paris one month earlier. Barthes (1972).
Charles Sanders Peirce
His father, Benjamin Peirce, was a professor of Mathematics and Astronomy based at Harvard University. When he was 12 years old he started getting fascinated by reasoning and logic after reading Elements of Logic by Richard Whately. He got a bachelor’s and master’s degree from university. Peirce was a lover of knowledge, who practiced pragmatism and did examinations on sign systems. He later developed a theoretical model called semiotics, Marshall, (1985). As opposed to Saussure’s semiotics, his version wasn’t confined to linguistic theory. It was integrated into philosophical interests of his own, something that distinguishes his works from others’. He believed that signs can be put in 3 different classes; those that deal with symbols, those that deal with indexes and those with icons. Things in the last category resemble the things they stand for. In the second category signs have links with the whatever they represent and they provide proof that whatever they represented was there. On the other hand a symbolic sign has an arbitrary link to the thing it represents. It has no resemblance to it and is not linked physically to it.
Barthes used semiological ideas while examining signs. His beginning point was in the text as a system of signs, Allmer ( 2009).
Semiotic Theory
“A theory of semiotics” advanced by Eco disagrees with the theory that says; what symbols imply is dictated by the objects they refer to. It rejects the idea that iconic signs must resemble their objects. He says that what signs mean is not dictated by their reference to real things . He also says that the presence of objects on which signs or signals correspond does not necessarily mean that they are signified, Barthes (1964). Eco disagrees with the idea that the way a sign function is can be explained by a certain type of sign. He says that a collection of signs can fail to show how various types of signs can have the same production means.
Eco says that a theory for studying signs should have both a theory of how to develop and read signs and another one of how codes can lay down the way to be followed for signification. A codes theory can explain the process of signifying certain things as a sign generation theory explains communication elements. He says process of signifying is an act in which a sign stands for something and communication is conveying information from one point to another. He argues that a sign generation theory should have a communication theory, a theory of mentions and a communicational acts theory, Barthes (1972). According to Eco, semiotics involves different research areas like paralinguistics, zoosemiotics, visual communication, kinesics, medical semiotics, proxemics among others. He opposes what is called naïve iconism
Rene Magritte’s Treachery of Images
Treachery of images is a painting done by a Belgian called Rene Magritte around 1928 and 1929. The painting shows a pipe but Magritte inscribed some words under it in French meaning ‘This is not a pipe.’ His point was that the painting itself was not a pipe but the image represented a pipe, Allmer (2009). Magritte observes that all things make us think there is minimal connectivity between objects and what represents them is that objects never fulfill the same functions. His art was largely affected by a surrealist movement in Paris and therefore reflected the ideas of language, art, and representation. His painting of a pipe mentioned above puts emphasis on the point that the painted image of a pipe and the pipe itself are two different things.
In this he undid a big motivation that was traditional in art. Magritte argued that images and words must be left dependent on the obsessive urge to assign meaning to something so that it can be used or be dominated. Magritte analyses language keenly, especially its arbitrary nature and considers a language to be composed of games instead of acting as a picture of facts Barthes (1977). To know the words of a language is different from writing or speaking in it. He says; “players may be able to name the chess pieces like rook, castle, queen yet they may be unable to play the game.” Allmer (2009).
Every word has a use and this use is dictated by the rules governing the game. Magritte’s word pictures give us a commentary on art and language and they may be suggesting that verbal description and pictorial representation operate in almost the same way. Allmer (2009). Representation may be arbitrary and therefore anything may be used as a sign; in art therefore, it is possible to have finished work bearing “little resemblance to its subjects”, Allmer (2009).
Uncle Sam posters
The name Uncle Sam was first used in the war in 1912. In the poster he is shown as a harsh old white man with a goatee beard wearing clothes that look like the American flag,Marshall (1985). He has a covering on the head with stripes. His trousers have red and white stripes. The signifier in this poster is an old stern-faced white man with a finger pointed directly ahead of him (to the viewer). The words “I want you for US, army nearest recruiting station” are written below the image. He is portrayed as putting on heavy clothing or at least he is covering himself fully. His hair is long and is coming out of the hat on his head. His stern face and the finger-pointing at the viewer is a definite hint to us that there is a serious issue at hand. We also tend to think that this issue is urgent and needs not be ignored. His address is not generalized. This means that with the finger pointed ahead of him, he is targeting a specific person. This may be the person probably directly in front of him. The pointing of the finger again seems to suggest that the type of communication being given is a command and not a request. It therefore needs to be acted upon immediately or else there may be repercussions undesirable to the recipient of the information. There should be no wasting of time after the information has been received.
The finger-pointing signifier is an analogical kind of sign since it involves a visual image that can be digitally reproduced. The pointed finger may also be looked at as a gesture that was captured by the artist. This sign paints a picture of an impatient person who seems to have been searching for a long time and now he has found what he was looking for.
Lord Kitchener (your country needs you) poster
Your country needs you was a 1914 poster showing Lord Kitchener. It was used for the recruitment of soldiers into the British army in World War 1. The poster was designed by Alfred Leete to help in the recruitment campaign, Barthes (1972). It displays a middle-aged man putting on a military camp. His left hand is pointing directly in front of him, probably at the viewers. His face is stern with no beard and his mustache is elongated and has been brushed out and extended to point on both sides of the mouth. The words “Your country needs you” are painted below the image. This image and the finger-pointing signifier, indicate that the information being passed is targeting a specific person (people), probably whoever views the poster. The hand portrays a strength and vigor that can be used to punish one who disobeys the command.
Definitely this is command language being used here. This is an authoritative decree that has to be obeyed or else something bad will be done with immediate effect. The notion of urgency and impatience comes out through this sign. It also shows that the country is in desperate need of the viewer’s services and it may not survive without them. The idea that there is a threat in the offing is also displayed.
The country is threatened and also the viewer is threatened by the poster. The thumb is not folded tightly under the other three fingers. It may also be said to be pointing as well. The sign of two fingers pointing at the same time can be taken to mean that as many people as possible are being called into the army. This kind of signification is also analogical because of the digitally reproducible visual image involved, Bruhn (1995).
Advertising
Advertising is widely used as a mode of communication especially in the media. It utilizes the signs and significations such as gestures, body language, symbols and icons among other things. It is an analogical kind since it possesses a visual image and can be reproduced digitally, Barthes (1977).
Below is an example of an advert taken from the internet. It is a clothes advertisement meant to publicize a certain design of clothes. The man is dressed in a suit and the lady in a red dress. Both of them look so smart and well-groomed. They are walking closely together and holding hands. They are portrayed as walking confidently and majestically with their heads up and their shoulders raised high. They also have confident looks on their faces. The place around them is neat and well done.
The message one may infer from these signifiers is that this couple is satisfied, confident, and comfortable in their attires and have a purpose. They are heading somewhere, probably to a public function or just an outing. Both of them find comfort and confidence in each other since they are smart and well-dressed. They could be putting on the latest design of clothes so far. The closeness in proximity that they exhibit proves that they were free and ready to accept accommodate each other. They display focus through their walking style. They are walking straight ahead with steady strides.
This photograph below was extracted from the internet. It is found under; food ads that attract:
The boy in the photograph looks elated because of the sight before him. He has a plate full of different types of foods. He is healthy and good-looking and looks physically fit. In his left hand he has a bottle of jelly for application on the skin. He has a shining face that depicts a good lifestyle. This food advert is so suggestive and mouth-watering. It seems to suggest that if a youth eats like this boy he is going to be as nice looking like the boy. The jelly on his finger is used for lubrication and smoothening the skin. It stands for a smooth life and an easy time that is gained from eating in such away.
Conclusion
Semiotics started in linguistics during the days of Saussure. It studies things that stand in for other things, Barthes (1964). A number of people came to identify with this kind of philosophy and contributed much to it. Such proponents included; Saussure himself, Barthes, Peirce and many others. Semiotics can best be understood as the study of signs and signification. However after having received a lot of proposition, semiotics came under criticism through a theory called ‘The theory of semiotics’ done by Umberto Eco who argues that iconic signs must not resemble the objects they represent. The Treachery of Images by Rene Magritte shows us that signs and the objects they stand for are not the same things. For example the painting of the pipe should not be taken to be a pipe. Lord Kitchener and Uncle Sam posters and finally advertising are some of the ways that art and design are used semiologically. They display ways through which signifiers and signification can be used to convey certain information when studied critically and therefore aid in the evaluation of art and design, Marshall (1985). Certain signifiers will create certain concepts within our minds and through that, they result in communication of the intended ideas.
Works cited
Roland B(1967). Elements of Semiology, By Annette Lavers and Colin Smith New York : Hill and Wang.
Roland Barthes,(1977) Image-Music-Text, By Stephen Heath London: Fontana.
Roland Barthes, Mythologies, By Annette Lavers(1992). London : Vintage. Charles Sanders Peirce, “Logic as Semiotic.”
Allmer, Patricia. René Magritte (2009). Beyond Painting, Manchester University Press.
Jensen, Klaus Bruhn [1995]: The Social Semiotics of Mass Communication. Thousand Oaks, CA: Sage publishers.
Blonsky, M (1985: On Signs – A Semiotic Reader. Basil Blackwell: Sage publishers. England