Investigation and Application of Charles Sanders Peirce’s Semiotic Components in Michal Batory’s Poster with a Defamiliarization Approach

Pictorial semiotics is considered a branch of semantics that translates and interprets the hidden meanings within an image through sign analysis. The poster is a medium used in graphic design where pictorial signs, aided by other signs, convey a message to the audience. The image in a poster must have sufficient appeal for the audience. This appeal is sometimes created through the contrast between color and form and sometimes through the executive method used. Therefore, the selection of forms, signs, and the relationships between them, as well as their alignment in message transmission, are crucial factors in poster design.According to the great semiotician Peirce, whose theory forms one of the main foundations of modern semiotics, a sign is defined as anything that is determined by something else, called its Object, and creates an effect on a person, which is called the Interpretant.The current research studies the topic of investigation and application of Peirce’s semiotic components in Michal Batory’s semantic posters. Furthermore, based on the research findings, it seeks to achieve its main goal, which is the relationship between the Representamen and the Object from the audience's perspective and understanding, using the Defamiliarization approach. Peirce's semiotic theory is used as the theoretical framework, and the Defamiliarization approach is employed as the aesthetic approach in this research.

کلیدواژه ها:

Semiotics ، Peirce ، Poster ، Michal Batory ، Abduction.