{"title":"Deely’s Extension of Peirce’s Thirdness: Pregenerativity","authors":"Donna E. West","doi":"10.5840/AJS201841835","DOIUrl":"https://doi.org/10.5840/AJS201841835","url":null,"abstract":"","PeriodicalId":42572,"journal":{"name":"AMERICAN JOURNAL OF SEMIOTICS","volume":null,"pages":null},"PeriodicalIF":0.1,"publicationDate":"2018-04-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49429315","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"社会学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Shelter on the Mountain of God: Ernst Cassirer and the Religious Institution of Empire","authors":"T. D. Craig","doi":"10.5840/AJS201821634","DOIUrl":"https://doi.org/10.5840/AJS201821634","url":null,"abstract":"","PeriodicalId":42572,"journal":{"name":"AMERICAN JOURNAL OF SEMIOTICS","volume":null,"pages":null},"PeriodicalIF":0.1,"publicationDate":"2018-02-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44022983","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"社会学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Cassirer’s Symbolic Forms in Application: New Symbolization of New Thought in the Language of Online Communication","authors":"Yun Xia","doi":"10.5840/AJS201812533","DOIUrl":"https://doi.org/10.5840/AJS201812533","url":null,"abstract":"","PeriodicalId":42572,"journal":{"name":"AMERICAN JOURNAL OF SEMIOTICS","volume":null,"pages":null},"PeriodicalIF":0.1,"publicationDate":"2018-01-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41886235","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"社会学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Epistemological and Symbolic Aspects of Sociological Thinking","authors":"Rolf-Dieter Hepp","doi":"10.5840/AJS20181932","DOIUrl":"https://doi.org/10.5840/AJS20181932","url":null,"abstract":"","PeriodicalId":42572,"journal":{"name":"AMERICAN JOURNAL OF SEMIOTICS","volume":null,"pages":null},"PeriodicalIF":0.1,"publicationDate":"2018-01-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47246423","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"社会学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Packing in Meaning: Applying Jakobson’s Model of Communication to Packaging Design","authors":"M. Lemon","doi":"10.5840/AJS201931448","DOIUrl":"https://doi.org/10.5840/AJS201931448","url":null,"abstract":"From the level of the sign to culture, the practice of semiotic analysis concerns the construction and description of models. Within commercial semiotics, a few of these models (notably Greimas’s semiotic square and Raymond Williams’s concept of residual, dominant, and emergent), have proven particularly useful due to their ability to summarise cultural phenomena in a form readily digested and applied by marketing professionals to their brands. Packaging design is a frequent subject of commercial semiotic enquiry and draws on a wide array of semiotic phenomena ranging from visuals, to textures, and the lived experience of interacting with the package. How can we approach a comprehensive understanding of the potential of packaging design to communicate meaning? In what ways can we say that a package can ‘mean’, and how as semioticians can we help analyze and create novel packaging solutions that further brand meaning? Roman Jakobson’s general model of linguistic communication proposes a diverse array of cross cultural communicative functions for language, but is not currently a key model in the commercial semiotician’s toolkit. This paper proposes that this linguistic model has the potential to be translated into the multisensory realm of general semiotics and applied to packaging design. It will particularly consider how Jakobson’s six communicative functions (emotive, referential, poetic, conative, metalingual, and phatic) are relevant to the numerous non-linguistic sign systems (colour, texture, shape, typography, imagery, material etc.) employed in packaging. In so doing, this paper proposes a system for understanding the meaning potential of packaging design as not only an aesthetic vehicle but also a strategic tool for the cross-cultural development and communication of brand identity.","PeriodicalId":42572,"journal":{"name":"AMERICAN JOURNAL OF SEMIOTICS","volume":null,"pages":null},"PeriodicalIF":0.1,"publicationDate":"2018-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.5840/AJS201931448","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"71165746","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"社会学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"The Semiotic Layers of Instagram: Visual Tropes and Brand Meaning","authors":"M. Cara","doi":"10.5840/AJS201931146","DOIUrl":"https://doi.org/10.5840/AJS201931146","url":null,"abstract":"In an era of mobility and ubiquity, Instagram is a relevant communicative landscape for brands and products, allowing for the creation of a specific mood for campaigns and ads in general, merging photos, videos, themes, captions, hashtags and stories with a multilayered web of meanings. This paper outlines how the visual syntax of Instagram and its meaning-making processes goes beyond uniformity by affording the possibility to invest in creative formats, while contemplating visual tropes such as metaforms, visual metonymies and ironic images coming from the participatory culture. It will also present an understanding of the democratic dimensions of amateur photography and a discussion of two academic concepts related to Instagram: Instagrammatics and Instagrammism. Being that applied semiotics involves the study and analysis of visual and verbal languages that express cultural contents, the aim of this essay is to contribute to the understanding of polysemic manifestations, associating its signifiers with the rhetorical and aesthetic potential of visual tropes, ultimately demonstrating overlapping codes that could be relevant for brand management.","PeriodicalId":42572,"journal":{"name":"AMERICAN JOURNAL OF SEMIOTICS","volume":null,"pages":null},"PeriodicalIF":0.1,"publicationDate":"2018-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.5840/AJS201931146","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"71165597","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"社会学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Life’s a Circus: A Case Study of the Branding of Camper Shoes","authors":"S. Marques","doi":"10.5840/AJS201921344","DOIUrl":"https://doi.org/10.5840/AJS201921344","url":null,"abstract":"Branding relies on coherence, which is in turn based on conceptual agreement. The various elements that make up a brand must work together, as must the brand respond satisfactorily to the expectations of its addressees. This article examines the case of Camper shoes, considering it a positive example of how a brand, when structured by metaphorical mappings within an adequate source domain, meets the expectations of its addressees and ensures the desired coherence in brand communication. Camper’s communication strategy is influenced by two conceptual metaphors—LIFE IS PLAY and THE WORLD IS A STAGE—mapped within one of the dominant metaphors in this market segment: CLOTHING IS SPORTS. Though many clothing brands are guided by the super-ordinate metaphor of sports, the sub-domains vary: tennis in the case of Lacoste, sailing for Gant, aerobics for Uniqlo, chess for G Star Raw and horse riding for Barbour. Camper is related to circus acrobats and performing clowns. Hence, the conceptual domain of CIRCUS is systematically mapped onto that of CAMPER, and the metaphorical entailment of the source domain CIRCUS constructs the target domain CAMPER. This study analyses the lexical, visual and spatial metaphorical entailments employed by Camper in order to demonstrate how these create a consistent chain that tightly binds its entire discourse and makes the brand discourse coherent.","PeriodicalId":42572,"journal":{"name":"AMERICAN JOURNAL OF SEMIOTICS","volume":null,"pages":null},"PeriodicalIF":0.1,"publicationDate":"2018-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.5840/AJS201921344","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"71165518","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"社会学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Visualizing Semiotics and Semioticizing Vision: The Role of Semiotic Theory in Graphic Design Theory","authors":"Gary Shank","doi":"10.5840/AJS2018343/443","DOIUrl":"https://doi.org/10.5840/AJS2018343/443","url":null,"abstract":"","PeriodicalId":42572,"journal":{"name":"AMERICAN JOURNAL OF SEMIOTICS","volume":null,"pages":null},"PeriodicalIF":0.1,"publicationDate":"2018-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"71165962","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"社会学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"The Greimas Centennial in Review","authors":"F. Nuessel","doi":"10.5840/AJS2018343/442","DOIUrl":"https://doi.org/10.5840/AJS2018343/442","url":null,"abstract":"","PeriodicalId":42572,"journal":{"name":"AMERICAN JOURNAL OF SEMIOTICS","volume":null,"pages":null},"PeriodicalIF":0.1,"publicationDate":"2018-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"71165942","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"社会学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Visual Identity: Systems and Semiotics","authors":"S. Skaggs","doi":"10.5840/AJS201931347","DOIUrl":"https://doi.org/10.5840/AJS201931347","url":null,"abstract":"This essay seeks to sketch the fundamental interactive forces at play in a brand in the formation of an identity system that signifies a particular hosting entity. Two kinds of iconicity are at play in the initial informed exposure to a visual identity system: metaphorical iconicity employs an analogous symbol as substitute for the host’s identification, while systemic iconicity builds the habituated exposure of the elements of the identity system. This article focuses on the dynamics in play in building systemic iconicity. Systemic iconicity can be analyzed using system and set theory by considering the system as a fuzzy set in which each of the graphic elements (logo, typography and so on) are treated as members. I postulate nine interdependent interactions that occur in systemic iconicity and provide shorthand formulae for describing them. These nine postulates indicate that visual identity systems must continually negotiate two opposing forces: pressures that pull them to converge toward a single, simple, unchanging visual element; or pressures that push them to diverge toward multiple changing visual elements. The article concludes by raising three issues which have the potential to expand the development of a neo-Peircean semiotics.","PeriodicalId":42572,"journal":{"name":"AMERICAN JOURNAL OF SEMIOTICS","volume":null,"pages":null},"PeriodicalIF":0.1,"publicationDate":"2018-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.5840/AJS201931347","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"71165674","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"社会学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}