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Sebeok, Ed., A Perfusion of Signs, 1977, Bloomington: Indiana University Press, p. 36) The following chart offers examples of each kind of sign in Peirce's theory: Icons Indexes Symbols Signify by: Resemblance Cause and effect Convention Example: Photograph Fire and smoke.Peirce also said a sign "is something which stands to somebody for something in some respect or capac- ity," which means that meaning is always created by individuals (quoted in Zeman, p. 27). He also argued that the universe is "per- fused with signs, if it is not composed exclusively of signs" (epigraph in Sebeok, p. vi).121
Sebeok, Ed., A Perfusion of Signs, 1977, Bloomington: Indiana
University Press, p. 36)
The following chart offers examples of each kind of sign in
Peirce's theory:
Icons
Indexes
Symbols
Signify by:
Resemblance
Cause and effect
Convention
Example:
Photograph
Fire and smoke.
Cross, Flags
Process:
Can see
Can figure out
Must learn
We can see that there are differences between Saussure's science
of signs and Peirce's, although both deal with signs and both theo-
ries have been very influential. Peirce also said a sign "is something
which stands to somebody for something in some respect or capac-
ity," which means that meaning is always created by individuals
(quoted in Zeman, p. 27). He also argued that the universe is "per-
fused with signs, if it is not composed exclusively of signs" (epigraph
in Sebeok, p. vi). This suggests that since everything in the universe
is a sign, semiotics is the "master" science!
Semiotics has been of considerable use to scholars dealing
with advertising, since it helps us figure out how people find
meaning in advertisements and commercials, and it is useful to
people in the advertising industry who are interested in the same
topic. There are a number of semiotic analyses of advertising,
such as Marshall McLuhan's The Mechanical Bride (though he
doesn't mention semiotics or use semiotic concepts, his analy-
Advertisements: Ideology and Meaning in Advertising. When you
sis is semiotic in nature) and Judith Williamson's Decoding
see the term meaning" being used in a book's title, there usually
is a connection with semiotics.
121
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