Semiotic Theories

• We actively create meaning by decoding signs
• Semiology is the science of these signs
• Ferdinand de Saussure suggested SIGNS are a combination of the SIGNIFIER (e.g. the image/ gesture/ word) and the SIGNIFIED (e.g. what we assume it means once we have interpreted it)

• Denotation- The literal meaning of the sign (e.g. a man who gives a woman a diamond ring)
• Connotation- The meaning attached to the sign (e.g. the ring may connote love, engagement, wealth etc)
• Symbol- A sign that stands for something- it must be culturally learned (e.g. our understanding of the significance of a man giving a woman a diamond ring)

In this magazine poster you can clearly workout who the main character is in the movie, that being Luke Skywalker. This is shown by him looking over the rest of the movie plot. Also as Luke is seen and portrayed as being a nice character, him being at the top, looking rather menacing could show a plot twist in the film. Maybe, with the red misty background its portraying evil, maybe he will turn to the dark side in spite of the recent movies. This could be a catch line for any potential audience, with this poster it will entice them as to what may happen in the movie.