Theory And Practice Of British Television Commercial Based On Semiotics

Semiotics is the study of everything that can be used for communication: words, images, traffic signs, flowers, music, medical symptoms, and much more. Semiotics studies the way such "signs" communicate and the rules that govern their use. As a tool for the study of culture, semiotics represents a radical break from traditional criticism, in which the first order of business is the interpretation of an aesthetic object or text in terms of its immanent meaning. Semiotics first asks how meaning is created, rather than what the meaning is. In order to do this, semiotics uses a specialized vocabulary to describe signs and how they function. Semiotics began to become a major approach to cultural studies in the late 1960s, partly as a result of the work of Roland Barthes. Studies of meaning evolve from semiotics, a philosophical approach that seeks to interpret messages in terms of their signs and patterns of symbolism. The study of semiotics, or semiology in France, originated in a literary or linguistic context and has been expanding in a number of directions since the early turn-of-the century work of C.S. Pierce in the U.S. and Levi Strauss and Ferdinand Saussure in France. The press uses a visual channel, its language is written, and it draws upon technologies of photographic reproduction, graphic design, and printing. Radio, by contrast, uses an oral channel and spoken language and relies on technologies of sound recording and broadcasting, whilst television combines technologies of sound- and image-recording and broadcasting. Visual communication -- including video forms--uses all three types signs. Because of the essentially nonverbal nature of the commercial storyline, it is particularly rich in complex visual signification. In a word, semiotics is an extremely effective methodology for us to study visual media especially in the area of television production. Semiotics is respecting the rule of visual media and announcing the value of the aesthetic and aesthetic standards of TV programme. Though, it has has kept silent on the issue that how to change to systematical indicate and only limited to study in the character, and also it can't explain economics of the TV economics, production, history or TV audience; However, the research of the theory of the symbol make us realize that we can distinguish different manufacture method and comprehensive symbol of many kinds of TV form, because under some special forms, these rules can't be separated with " reality " of masses' media. The theory of the symbol studies and criticizes theory applying to the extensive TV programme successfully and having important practice meanings in culture.