Semiotic Theory In music videos
Today in our lesson we have been taught about the semiotic theory and how it is used in music videos.What is a semiotic theory?
Semiotics signs and meanings - According to Morris, Human action involves signs and meaning in three ways:
The perception stage - The person becomes aware of the sign
The manipulation stage - The person interprets the sign and decides how to respond to it.
The consummation stage - The person responds to it.
Connotation is to do with connoting, which is to suggest something beyond the primary meaning. For example, The colour red of an an might connote danger or sex appeal. The connotation of red is danger.
Denotation refers to that which a word denotes, which is specific and explicit. For example, "Rose" denotes a specific kind of flower; Truck denotes a specific type of transportation.
Album Covers and music videos
The semiotic theory can be used in music through album covers and music videos. The connotation of an article is what the article would mean to the person this makes music closer to home and puts it on a personal level. The denotation of an article is what it was intended to mean. This is the meaning that the artist has given a song for example A$AP Rocky - Fashion Killa, the video and lyrics represent that the woman in the video ( Rihanna) is into high fashion, all the luxury brands and anything that’s a trend, she’s killing the competition with what she’s wearing. She knows what she wants. This is a example of semiotics through a music video
A example of semiotics in a album cover is One directions - Up all night
This is a One Directions album covers,One Directions target audience is young and teenage girls since they are boy band who write songs directed at this group. The album cover is aimed for this target audience because it shows the artists on the cover having fun and engaging the audience to wonder why they are having to much fun. The font used is stand out as it is bold and in black. The colours are also light but this covers appeal is the main image which is the band members themselves. The way the cover has been put together makes it clear that it has been targeted for teenage girls as the reason they are loved so much is due to their looks and fun life style. This is what semiotic theory is typically about as it stands out to its audience because this is what is expected from them.
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