1. a guide to a semiological analysis
This guide identifies the key activities analysts undertake when they conduct a
semiological critique of a text, such as an advertisement, a tv program, a movie, a
painting, etc.
1. Offer your reader a brief overview of the message
The idea is to provide a brief description of the advertisement (say) so that the
reader can visualize the message.
2. Identify the key signifiers and signifieds. (it will help to break the signifieds
down into denotation and connotation)
Ask questions like: What are the important signifiers and what do they
signify? What is the system (of signs) that gives the text meaning? What
ideological and sociological matters are involved?
3. Identify the paradigms and syntagms that have been exploited.
Ask questions (for paradigms) like: What is the central opposition in the text?
What paired opposites fit under the various categories? Do these oppositions
have any psychological or social significance?
(and for syntagms like): What statements or messages (directly and implied)
can you identify?
4. What icons, index’s and symbols are there? How do they point you towards a
particular reading or viewpoint? How do the tie in with denotive or connotive
meanings
5. Is the image anchored by some text or visa-versa? How does this change the
meaning?
6. What do you think is the preferred meaning? Is it possible to take a
negotiated or aberrant reading? What signifiers and signifieds help you
make this reading?
7. All of the above should be written down in note form first before you write it
up in essay/report form in such a way that it flows and the elements are not
discussed separately but together