Basic semiotic theories are taught in most art schools as part of a contextual studies program, but many students find it difficult to understand how these ideas might impact on their own practice. Visible Signs tackles this problem by introducing key theories and concepts, such as signs and signifiers, and language and speech, within the framework of visual communication. Each chapter provides an overview of a particular facet of semiotic theory, with inspiring examples from graphic design, typography, illustration, advertising and art to illustrate the ideas discussed in the text. Creative exercises at the end of the book will help exemplify these ideas through practical application. The fourth edition of Visible Signs includes new imagery and updated exercises, as well as coverage of propaganda, diversity in 'neutral' communication (like emojis), and issues related to social media representation.
Introduction Chapter 1: Components. What is Theory?; Agreement; Portfolio; Exercises. Chapter 2: How Meaning is Formed. Categories of Sign; Value; Portfolio; Exercises. Chapter 3: Reading the Sign: The Reader; Convention and Motivation; Portfolio; Exercises. Chapter 4: Text and Image: Digital and Analogue Codes; Advertising Writing; Portfolio; Exercises. Chapter 5: Official and Unofficial Language: Habitus; The Production of Legitimate Language; The Competition for Cultural Legitimacy; Unofficial Language; Portfolio; Exercises. Chapter 6: Politics of Semiotics: fake news, propaganda, diversity in 'neutral' communication (like emojis); Portfolio; Exercises. Chapter 7: Junk and Culture: Dirt and Taboo; Rubbish Theory; Rubbish as a Resource; Portfolio; Exercises. Chapter 8: Open Work: Information and Meaning; Openness and the Visual Arts; Openness and Information; Form and Openness; Portfolio; Exercises. Glossary Bibliography Index
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