Semiotics In Visual Communication

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1. Introduction It is a survival skill that we tend to take for granted. We do not have to visit an art gallery, read an art/design book to experience visual communication. We use visual communication to navigate and understand the world. Packaging, signs, logos, bills, receipts, leaflets, books, mobile phones, appliances, advertisements . . . , to name but a few, are all examples of visual communication. Visual communication used to be known as ‘graphic design’ until recently. The term ‘graphic design’ was invented by the American designer William Addison Dwiggins, with the intention to raise its status from ‘commercial art’ (Tam 2008). I agree to the above statement, Visual communication is all about things that interpret and convey a certain idea, sculptures, billboards, posters, banners and paintings are good examples. In this assignment the semiotics will be discussed from various aspects such as the background, and its impact on different civilization. 2. History of semiotics (Background) 2.1 Egyptian art Hieroglyph is a picture or image of a real object. But it is not possible to write some words using hieroglyphics. Thus, the Egyptians employed the rebus principle: one can write a word using a picture that has a similar sound. Many signs developed a phonetic meaning, but different from their pictorial meaning (Woods 2010: 149). The Egyptian art is the art of people who tended to think in terms of concrete, graphic images. During their history the continued on

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