In "Semiotics and Television” by Ellen Seiter, we
learned how meaning are created with signs. Charles Peirce mention 3 types : symbols, icons, and indexes. I was a little confused at first with some of
the theories mentioned and how they work. One of the types of signs that stood
out the most for me was Icon. Icon are signifier structural that resemble the
signified. In class we discussed many
icons such as the one of a cat and reminds you of when you look at it. We also talked about an icon like the signs on
bathroom doors. How it is known that for women is an icon with a skirt and for
men just a little person. I started thinking of how signs work and why we all
just suddenly decide that this is going to represent a bathroom for women and
one for men. I also started think of the icon of Nike and how worldwide the
little check mark immediately represents the brand. Its crazy how someone just suddenly decides
this is going to represent this and we all follow. I thought it was very interesting
read but someone what confusing.
it is crazy to think about how far-reaching the Nike swoosh has become as an image. But marketers are only tapping into how we already create meaning through language and images in culture. the swoosh is arbitrary (made up) and therefore a symbol rather than an icon or an index, but it has come to symbolize all the associations we have with the Nike brand--speed, performance, perseverance, etc.
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