符号学.ppt

* * * * * * * * * * * * * * * * * * * * * * * * * * Barthes, Roland. Mythologies 字面意義：軍人向國旗敬禮 象徵意義：法國帝國、軍事力量… France is a great Empire, that all her sons, without any colour discrimination, faithfully serve under her flag… a signified (it is here a purposeful mixture of Frenchness and militariness); finally, there is a presence of the signified through the signifier. source “Myth”: 扭曲和自然化 distortion, naturalizing The form(on the secondary level) does not suppress the original meaning, it only impoverishes it, it puts it at a distance... myth hides nothing: its function is to distort, not to make disappear Target: Myth has an imperative, buttonholing character: ...it is I whom it has come to seek. ... For this interpellant speech is at the same time a frozen speech: at the moment of reaching me, it suspends itself, turns away and assumes the look of a generality; it stiffens, it makes itself looks natural and innocent 範例 : 義大利麵廣告 e.g. Panzani pasta 1. 字義: 實物實景 The signifiers: “these same objects photographed.” 2. 含意 Connotation: “half-opened bag” ? spilling out onto the table ? 新鮮、豐盛、家常freshness, the domestic 3. 義大利 (red green white) 4. 完整料理 ‘a total culinary service” 5. 靜物化 (高貴感）Arrangement like “still life” painting 範例：廣告分析 1. 標語 the slogan (or copy) 2. 圖像 the visual image--with the slogan, it implies a story 3. 輔助符號 supplementary --color, design == where the product, the words are placed colour, size and position, texture celebrity endorsement 4. 三種立場：製作者(創造意義)、消費者(照單全收)、批判者(拆解符號） Ads: Example 1 Ads: Example 2 Ads: Example 3 Ads: Example 4 廣告語言-- from 看的方法 Ways of Seeing 1) 浪漫自然 ： The romantic use of nature (leaves, trees, water) to create a place where innocence can be found. 女性刻板印象The posed taken up to denote stereotypes of women: serene mothers (madonna), free wheeling secretary (actress, kings mistress), perfect hostess (spectator-owners wife), sex-object (Venus, ny