1. Semiotic Design
Last lecture we sampled a evaluation of the reversi game.
Today Oct 27 we will invent and design a sign language for the reverse game.
Ulab

2. Goals: The representations of the sign The associations of the sign
The meanings of the sign
Denotation
Connotation
The Medium (way that the interface object will be transmitted – will any sound be used?)
Let’s review these subjects
Ulab

3. Incorporating the basics of semiotics:
Signifier, Signified, Sign
Symbolic, Iconic, Indexical signs
Denotation and connotation
Metaphor and representation
Codes, ideology, demographic

4. Basics of Semiotics
“Semiotics”
The study of signs, representation (simulation/metaphor), codes, and emergent ideologies. This provides a model of understanding of the meaning of a cultural artefact or event.

5. Basics of Semiotics
“Signs”
Signifier: any material thing that signifies, e.g., words on a page, a facial expression, an image.
Signified: the concept that a signifier refers to.
Together, the signifier and signified make up the
Sign: the smallest unit of meaning. Anything that can be used to communicate (or to tell a lie).

6. Basics of Semiotics
“Signs”
Symbolic (arbitrary) signs: signs where the relation between signifier and signified is culturally specific, e.g., most words.
Iconic signs: signs where the signifier resembles the signified, e.g., a picture.
Indexical Signs: signs where the signifier is caused by the signified, e.g., smoke signifies fire.

7. “Denotation and Connotation”
Basics of Semiotics
“Denotation and Connotation”
Denotation: the most basic or literal meaning of a sign, e.g., the word "rose" signifies a particular kind of flower.
Connotation: the secondary, cultural meanings of signs; or "signifying signs," signs that are used as signifiers for a secondary meaning, e.g., the word "rose" signifies passion.

8. “Metaphor/Representation/Simul ation”
Basics of Semiotics
“Metaphor/Representation/Simul ation”
These are all a kind of connotation where in one sign is substituted for another with which it is closely associated and used to refer to something that it does not literally denote in order to suggest a similarity.

9. Messages – look at your book in Chapter 3 – Jakobson’s Communicative functions:
Channels,
messages,
senders,
receivers, and
codes.
A sender transmits a message to a receiver through a channel. The message is expressed in a code and refers to a context.
Ulab

10. Sign Relationships - associations
Our language have established relationships
Model-object
building model – real building
cause and effect
fire… heat
producer – artifact
author and a book
source – product
hen and an egg
instrument-product
carving knife and a wood carving
object  act
Nail and the act of hammering
instrument act
Pen and the act of writing
agent act
baker and the act of baking
Ulab

11. More established relationships:
9. agent instrument driver and a car 10. partwhole sail and a ship 11.actcomplex act act of heating and the act of distilling 12. central factor institution stage and the theater as an institution 13. containercontent beer mug and beer 14. localityoccupant city and its residents 15. costumewearer army uniform and army soldier 16. experienceconvention sensation of cold and a low thermometer reading 17. manifestation-definition car moving fast and a car commonly considered as capable of high speed 18. possessorpossession rich person and wealth 19. office holder office person serving as president of KSU and the office of the KSU president
Ulab

12. Let’s start with arriving on the game http://www. gamesforthebrain
Ulab

13. Moving the mouse around the board and see changes…. When but when
This is the designed deputy for the existing game.
Ulab

14. For today please create your deputy with another student that you have never talked to.
1. Brain storm on what you want to communicate to the user. Give at least 3 alternatives
2. Draw simple representations of the sign you want to deliver in the screens.
Address the real estate of the interface and how you propose to use. Include your reasoning.
Address the colors, shapes, etc.
Make a state chart of your sign with each type of representation.
3. The associations of your sign
Give the different representations with associations by creating a word clouds
The meanings of the concept’s different “looks”
Denotation
Connotation
The Medium (way that the interface object will be transmitted – will any sound be used?)
Messages – look at your book in Chapter 3 – Jakobson’s Communicative functions
Ulab