Typical sign (semantics)
In semantics according to Roland Barthes, a typical sign is called the sign of a system that is sufficiently defined in its substance . Typical signs are verbal, pictorial and gestural signs.
Examples
In the rhetoric of the picture , Barthes examines an advertisement for the pasta maker Panzani . In the spectral analysis of the messages in this advertisement , among other things, the character Panzani in his message is analyzed as a typical character, since its substance can be assigned to "the structured (written) language" (Barthes). This results in the special feature that despite two signatures - the company name (company) and the "Italianity", which results from the assonance of the sign - only one message comes into its own .
literature
- Roland Barthes: The rhetoric of the image . In: Roland Barthes: The oncoming and the dull sense, Frankfurt / M .: Suhrkamp 1990