Class Semiotic

  • Presentation


    The curricular unit Semiotics aims to initiate the students in the problematics of a new field of studies that recognizes the permanent interpellation of the visual experience as one of the main critical issues of contemporaneity. The curricular unit will give students a critical insight into the analysis of images, allowing them to establish links and antecedents to the contemporary challenges of visual culture, to understand visual aspects as a source of cultural transmission, and to explore the relationships and interferences that cultural systems bring to the visual identification process and the understanding of the world and reality. This curricular unit will focus, above all, on the opportunities to create new and creative communication strategies that respond effectively and creatively to the most diverse challenges posed every day by an increasingly demanding modern society. 

  • Code


  • Syllabus


    1. Image, sign and significance. C. Peirce and F. Saussure significance models.

    2. Categories of signs. Icon, index and symbol. Iconic and arbitrary signs. Convection. Paradigms and syntagms. 

    3. Significance orders. Denotation, connotation, myth and symbolic order. 

    4. The text and image relations. Interaction and complementarity. 

    5. Significant plastic and composition I. Gestalt Theory. Strong points. Weight, balance and symmetry. Lines and shapes. 

    6. Significant plastic and composition II. Image sections. Axial, focused, in-depth, by values and sequencial constructions. Frameworks. Angles. 

    7. Color and their meanings. Color and light. Color systems. Psychology of color. Color and communication. 

    8. The written and visual language. Typographic and topographic plan. The word-image. Visual identity. The narratives of the brand. 

  • Objectives


    At the end of the semester, students should be able to:

    - Understand the basic concepts of semiotics and their relevance to design;
    - Recognize the different types of signs and symbols and their relationship with culture and language;
    - Analyze and interpret texts and images using the tools of semiotics;
    - Develop critical skills in analyzing and creating effective visual messages;
    - Apply semiotics to design practice.

  • Teaching methodologies and assessment

    Teaching methodologies and assessment

    An active methodology based on Project-Based-Learning (PBL) will be used. The aim is for students to investigate and produce critical discourse in the field of design through the presentation of various practical cases.
    Bibliographic and cinematographic resources will be used in classes to present theoretical content and case studies, in order to consolidate knowledge. Practice will involve developing work in the classroom using the tools provided by Semiotics.

  • References


    ABDULLAH, Rayan; HÜBNER Roger . Pictograms, Icons, and Signs. Thames & Hudson. 2006

    BARTHES, Roland. Elementos de semiologia, Edições 70, 1985

    CHANDLER, Daniel. Semiotics: The Basics. Routledge, 2017.

    CROW, David. Visible Signs: An Introduction to Semiotics. Ava, 2003

    FRUTIGER, Adrian. Signos, símbolos, marcas, señales (Spanish Edition). GG

    JARDI, Enric. Pensar com Imágenes. GG, 2012

    JOLY, Martine. Introdução à análise da imagem, Edições 70, 2019

    LAURENT, Gervereau. Ver, compreender, analisar as imagens. Edições 70, 2007

    MOLLERUP, Per Mollerup. Marks of Excellence: The History and Taxonomy of Trademarks.  Phaidon Press Ltd, 2006

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