Posted on February 05, 2017 at 11:49 AM
Writing with objects - that is the challenge I wanted to set myself. I can draw with a camera but what about words? Using the word 'work' and thinking about the semiotics behind it I had some fun writing.
Work is related to: food, money, tea, coffee, computers, hands and industry. These were the key signifiers (a physical entity that can include sounds, images or letters to convey a meaning) that I chose to play with in order to experiment with these as signified interpretations (signified: an interpretation of a signifier. The idea or connotation it creates is what is signified).
Although it all seems overly analytical (I know that is what you're thinking), semiotics is something that advertisers have to think about so that they stand a chance of getting into your head. It's all based on philosophy and playing with meanings. It's good to exercise this area of theory because it is behind most of what is produced by the creative commercial industries.