Roland Barthes

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He researched how an audience reacted to what they see. He found that people associated certain symbols with a meaning. An example of this is when we subconsciously react to a change in traffic lights. He believed that we don't have to think about the change in colour because it is integrated into minds. This is used in films and advertising, for example red is associated with a villain or evil/danger. In semiotics, there are two main forms they are denoted and connotative. There are two subcategories to connotative: these are indexical and symbolic. The indexical has a cause and a effect, while symbolic has a link forced by culture. 

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