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Fashion Design
Semiotics of Visual Arts

Semiotics of Visual Arts

Code	12757
Year	2
Semester	S2
ECTS Credits	6
Workload	TP(45H)
Scientific area	Social and Human Sciences
Entry requirements	No requirements
Mode of delivery	Theoretical and practical.
Learning outcomes	This Curricular Unit aims to make an introduction to the study of semiotics. It is intended to master concepts such as meaning, visual perception, critical image (fashion photography) and analysis of them in various media and media. It is also intended to demonstrate the relevance of semiotics in the scope of the professional fashion activity from the establishment of interdisciplinary relationships with other Ucs of the Degree, as is the case of Clothing Design (project 1). At the end of the course the student should be able to: a) Analyze the visual arts using theoretical instruments in the area of ??semiotics; b) Explain concepts related to meaning, visual perception, graphic representation, criticism of fashion images and analysis of them in various media and media; c) Relate semiotics and fashion; d) Demonstrate a critical perspective on the image and the processes of construction of meaning and interpretation involved in its production and reception;
Syllabus	1- Semiotics, Sign, Meaning The sign as an element of the communication process; Definition of semiotics as theory of signs (Charles Sanders Peirce); Semiotics (Peirce) and Semiology (Saussure); Types and classification of signs; On the arbitrariness of the sign: code and context; Semiotics background for the study of fashion. 2. The sign function (Roland Barthes) Levels of meaning: denotation and connotation; The rhetoric of the image: advertising and fashion. 3. The work of art in the age of its technical reproducibility (Walter Benjamin) The effects of the technique; Photography, cinema and fashion. 4. Fashion and image (Joly Martine). Case studies 5. (Meta) Language of Fashion (Gilson Monteiro) : possibilities for thinking the fashion from a semiotic point of view
Main Bibliography	Main bibliography JOLY, Martine (1999), Introdução à análise da imagem, Lisboa: Edições 70. FIDALGO, António, GRADIM, Anabela (2005), Semiótica Geral, disponível em: http://www.bocc.ubi.pt/pag/fidalgo-antonio-manual-semiotica-2005.pdf Complementary bibliography BARTHES, Roland (1984), O óbvio e o obtuso, Lisboa: Edições 70. BARTHES, Roland (2015) , O sistema da Moda. Lisboa, Edições 70. BENJAMIN, Walter (1999), Sobre Arte, Técnica, Linguagem e Política, Lisboa: Relógio d''Água. JOLY, Martine (2000), A imagem e os signos, Lisboa: Edições 70. LOZANO, Jorge (comp.) (2015), Moda - El poder de las aparencias. Madrid Casimiro Libros.. MONTEIRO, Gilson (1997), A metalinguagem das roupas, disponível em: http://www.bocc.ubi.pt/pag/monteiro-gilson-roupas.pdf PEIRCE, Charles Sanders (1977), Semiótica, São Paulo: Perspectiva. SONTAG, Susan (1986), Ensaios Sobre Fotografia, Lisboa: De.
Language	Portuguese. Tutorial support is available in English.