What do you think?
Rate this book
This Means This, This Means That Second Edition: A User's Guide to Semiotics
Semiotics is the theory of signs. Signs are amazingly diverse: from simple road signs that point to a destination, to smoke that warns us of fire, to the culturally-conditioned symbols buried within art and literature. Our reading of signs is very much a part of everyday life. Yet semiotics is often perceived as a mysterious science. This introductory book decodes the mystery of semiotics using visual examples instead of abstract theory.
Divided into 75 key semiotic concepts, each section of the book begins with a single image or sign, accompanied by a question that invites us to interpret what we are seeing. Turning the page, we can compare our response with the theory behind the sign. In this way, we actively engage in creative thinking. Read straight through or dipped into regularly, this book provides practical examples of how meaning is made in contemporary culture.
270 pages, Kindle Edition
First published October 4, 2007
45 people are currently reading
605 people want to read
Ratings & Reviews
Friends & Following
Create a free account to discover what your friends think of this book!
Community Reviews
Displaying 1 - 27 of 27 reviews
April 4, 2010
This Means This, This Means That is an introduction to Semiotics, and appropriately enough, was the first book I have read on the subject.
The layout of the book goes a long way in making the information approachable: individual ideas or questions are presented on right-hand pages, then explored in more depth on the following left-hand page. This call-and-response method was really effective, providing a perfect pace for digesting the book in small chunks.
The trouble this this book — and maybe the concept of Semiotics altogether — is that it was hard to figure out exactly how to apply this information to my design work. To be fair, the book isn't written for designers, but it didn't seem like the book was written for anyone else, either. Artists? Teachers? Students? Linguists? Writers?
After reading Sean Hall's book, I'll be much more careful about assuming the meanings of the words and images used in my design work, and try to have a more holistic view of what these things are really communicating. Beyond that, practical applications become much more fuzzy. Still, this was an easy and approachable way to get my feet wet, and should be good preparation for reading more in-depth and academic books about Semiotics.
The layout of the book goes a long way in making the information approachable: individual ideas or questions are presented on right-hand pages, then explored in more depth on the following left-hand page. This call-and-response method was really effective, providing a perfect pace for digesting the book in small chunks.
The trouble this this book — and maybe the concept of Semiotics altogether — is that it was hard to figure out exactly how to apply this information to my design work. To be fair, the book isn't written for designers, but it didn't seem like the book was written for anyone else, either. Artists? Teachers? Students? Linguists? Writers?
After reading Sean Hall's book, I'll be much more careful about assuming the meanings of the words and images used in my design work, and try to have a more holistic view of what these things are really communicating. Beyond that, practical applications become much more fuzzy. Still, this was an easy and approachable way to get my feet wet, and should be good preparation for reading more in-depth and academic books about Semiotics.
August 29, 2024
good little intro to semiotics, especially when it concerns art historical interpretations
January 7, 2015
This book presented some really interesting points on semiotics through numerous simple to understand, real world examples. I enjoyed the book, but felt that parts were a bit repetitive. However, this could be due to my limited knowledge of semiotics.
August 5, 2019
The format is fun and thought-provoking but the written content ends up being a bit dry.
June 22, 2020
An excellent, practical, and comprehensible introduction to Semiotics.
February 6, 2021
Perfect introduction if you are new to the topic, yet overly simplistic for those of you who need to research a bit for professional applications. It gives you the tools to be more aware of your surroundings in a way you can understand implied or intentional signs in the environment. An easy example. I could understand why Tom Hanks was chosen to host the presidential inauguration event. He represents Hollywood and thus American culture in the world. Of course you could refute that but his carreer profile fits the role. We also saw people from all cultures and races coming together and so on. You can apply the concepts in your daily life at least. In music,.literature, society, architecture, fashion, etc.
April 1, 2021
This book had an excellent form to tackle the subject. It really involved the reader. I liked a lot that the object/symbol was pictured in miniature on the page with description. It made paging back and forth obsolete.
Fun fact 1:
Bible does not mention an apple. Only fruit is mentioned as the thing which tempted Eve.
Fun fact 1:
Bible does not mention an apple. Only fruit is mentioned as the thing which tempted Eve.
January 1, 2025
An array of short blurbs about the interpretations of visual media. Many of which seemed rather obvious but there are a few that stood out. This is the kind of book I would reference if I was talking to someone who took art too literally. That being said, there's not much here that is revelatory.
May 21, 2025
This is the only book I've read on semiotics, and the examples and explanations were, for the most part, clear and concise. I think I would've liked some sort of appendix of additional examples for certain topics or some discussion on application, but as a primer, this was effective.
May 3, 2022
Didn't have any previous experience with this topic, but this was quite nice read. Great graphic design, not too much text, but each section explain particular topic very well.
March 3, 2025
作為入門很合適，但內容太少了
January 5, 2011
This is a rather painless way of introducing oneself to the world of Semiotics. A lot of effort has been made in the design of the book (it looks great), and can even function as a coffee-table book... It appears to be designed to appeal to the Art world; but Semiotics is more than that alone. The text is presented in simple questions for the reader which help redirect our mental preconceptions, and an answer is then provided on the very next page.
Semiotics can be considered as the granddaddy of all the subsequent posturings we find in Modernism, Postmodernism, Deconstruction, etc. so, in a sense, it is the basis for a lot of modern writing about the arts in general. It deals essentially with Signs and their Meanings, then looks at Ways of Meaning (e.g. similes, metaphors, Irony, etc.). It also examines the structures we use (Conceptual, Visual and Textual) and how we then manage to interpret them, or use them in storytelling within those structures. In a sense, it's all about asking what we mean when we ask whether something has a Meaning or not... and the answer is not always simple! One can end up so overanalysing everything that in the end we run the risk of being only more confusing than clarifying...
A useful quote that perhaps one should be aware of at the beginning is reserved by the author for the end of the book, where the author admits that, even at this 'basic' level, Semiotics had both a weakness and a strength. "It's weakness is that there is no body of knowledge of which semiotics can be certain. Its strength is that the absence of such a body of knowledge gives it the freedom to explore new ways of thinking, avenues of interest and novel ways of exploring meaning." This is a kind of aporia which perhaps should remain as the true paradox of all this, since the first sentence suggests that any of the 'new ways' of thinking of the second sentence cannot and should never be presented as certain — so what's the point?
Semiotics can be considered as the granddaddy of all the subsequent posturings we find in Modernism, Postmodernism, Deconstruction, etc. so, in a sense, it is the basis for a lot of modern writing about the arts in general. It deals essentially with Signs and their Meanings, then looks at Ways of Meaning (e.g. similes, metaphors, Irony, etc.). It also examines the structures we use (Conceptual, Visual and Textual) and how we then manage to interpret them, or use them in storytelling within those structures. In a sense, it's all about asking what we mean when we ask whether something has a Meaning or not... and the answer is not always simple! One can end up so overanalysing everything that in the end we run the risk of being only more confusing than clarifying...
A useful quote that perhaps one should be aware of at the beginning is reserved by the author for the end of the book, where the author admits that, even at this 'basic' level, Semiotics had both a weakness and a strength. "It's weakness is that there is no body of knowledge of which semiotics can be certain. Its strength is that the absence of such a body of knowledge gives it the freedom to explore new ways of thinking, avenues of interest and novel ways of exploring meaning." This is a kind of aporia which perhaps should remain as the true paradox of all this, since the first sentence suggests that any of the 'new ways' of thinking of the second sentence cannot and should never be presented as certain — so what's the point?
November 14, 2020
If you like the podcast 99% Invisible but have no background in design/engineering/marketing, pick this up. it's an excellent primer, repeats concepts so you cement them in your brain, and a surprisingly beautiful print - this'll make a good coffee table book. Major criticism is that it's so centered around the semiotics of western art and culture.
Here one new concept to me from this book: Affordance. The affordance of an object is how an object's design presents itself for use. An object can give you clear and accurate indications on how to use it - or a well-designed object should. You know those fake buttons you sometimes see on coats or jean pockets that don't button to anything (or are actually hiding studs or zippers)? They have false affordance (intentionally, for purposes of decoration or fashion). A more pernicious example, given in the book, would be a door with a handle that makes it look like it ought to be pulled, but the door actually pushes to open (unintentional false affordance). Affordance is one of those things that once you learn, you see it everywhere. You see it in Apple's clickwheel and in traffic lights, in Snapchat and airport carpets.
Semiotics is often reduced via definition to the "study of signs" but it's so much more than that. It exposes the codes in every single interaction you have with your environment and with other people. It exposes how human language is only one dull, blunt communicative tool at the top of an enormous stack of diverse and specialized equipment we can recognize, parse, and replicate if we train ourselves to notice.
And, chillingly relevant to these times, semiotics exposes the propaganda of daily life, how culture is a shared delusion we are all creating and perpetuating together.
Here one new concept to me from this book: Affordance. The affordance of an object is how an object's design presents itself for use. An object can give you clear and accurate indications on how to use it - or a well-designed object should. You know those fake buttons you sometimes see on coats or jean pockets that don't button to anything (or are actually hiding studs or zippers)? They have false affordance (intentionally, for purposes of decoration or fashion). A more pernicious example, given in the book, would be a door with a handle that makes it look like it ought to be pulled, but the door actually pushes to open (unintentional false affordance). Affordance is one of those things that once you learn, you see it everywhere. You see it in Apple's clickwheel and in traffic lights, in Snapchat and airport carpets.
Semiotics is often reduced via definition to the "study of signs" but it's so much more than that. It exposes the codes in every single interaction you have with your environment and with other people. It exposes how human language is only one dull, blunt communicative tool at the top of an enormous stack of diverse and specialized equipment we can recognize, parse, and replicate if we train ourselves to notice.
And, chillingly relevant to these times, semiotics exposes the propaganda of daily life, how culture is a shared delusion we are all creating and perpetuating together.
August 4, 2011
What a fascinating and unexpected book. I am often underwhelmed by textbooks. Semiotics textbooks are the confirmation of that principle. However this was an unusual and incredible effective introduction and guide through semiotics.
It is an ideal book for any university library servicing media, communication and cultural studies programmes. It is useful for teachers because of its unusual and effective presentation. For visual learners, and there are many of them in every classroom, this is the best introduction to semiotics I have discovered.
Each of the 76 concepts presented is introduced through an image. On each right hand page there is a graphic, photograph or textual paradox. Upon turning the page, the reader learns not only about the previous text but the concept on which it is based. For teachers, this is a fine resource. For students who do not 'get' semiotics, this is a powerful and useful alternative guide through the field.
The book is also a triumph of design. A lot of thought has gone into the presentation of the ideas. Sean Hall's book is a surprising and welcome triumph in a dull and boring field for textbooks.
It is an ideal book for any university library servicing media, communication and cultural studies programmes. It is useful for teachers because of its unusual and effective presentation. For visual learners, and there are many of them in every classroom, this is the best introduction to semiotics I have discovered.
Each of the 76 concepts presented is introduced through an image. On each right hand page there is a graphic, photograph or textual paradox. Upon turning the page, the reader learns not only about the previous text but the concept on which it is based. For teachers, this is a fine resource. For students who do not 'get' semiotics, this is a powerful and useful alternative guide through the field.
The book is also a triumph of design. A lot of thought has gone into the presentation of the ideas. Sean Hall's book is a surprising and welcome triumph in a dull and boring field for textbooks.
January 4, 2019
The overall structure of the book is sound. It’s a good reference of core concepts in semiotics. I found some of the examples somewhat contorted in their relationship with the concepts they are intended to represent. Many of them are provocations or abstract riddles, as if for an audience of yawning undergraduate freshmen in need of a swift kick in the pants in order to get them to think critically about things they take for granted. As a practicing designer, I am not in the market for provocation. I’m in the market for a cookbook. After all, it’s my job to create the visual deceptions, not to uncover them.
July 13, 2015
- Semiotics is the science of signs
- signs are amazingly diverse: from the simple road signs that point to a destination, to smoke that warns us of a fire, to the culturally-conditioned symbols buried deep within art and literature
- this introductory book presents 75 semiotic concepts, using practical examples, of how meaning is made in contemporary culture
- an easy introduction to an abstract science
- signs are amazingly diverse: from the simple road signs that point to a destination, to smoke that warns us of a fire, to the culturally-conditioned symbols buried deep within art and literature
- this introductory book presents 75 semiotic concepts, using practical examples, of how meaning is made in contemporary culture
- an easy introduction to an abstract science
March 25, 2016
This was definitely not the first book I'd read on semiotics; however, it probably should have been . . . Maybe. I don't know. In a way this book was like a relief. It sorted out some of the murky stuff that I had been wading through. It cleared a few things up for me, and I feel excited to jump back into heavier reading. Semiotics is a lot of fun, and this is definitely a book for a dilettante. . . Which I am . . .
December 16, 2009
I usually don't enjoy textbooks, but this book was absolutely amazing. It greatly helped my understanding and participation in my design foundations class, and I recommend it to anyone with even a passing interest in design. It's simple and extremely visual.
October 14, 2013
Ótima abordagem para uma introdução à semiótica. Para varias situações será o suficiente para um crescimento pessoal, ou como referência para consulta. E se você tiver interesse/curiosidade o livro indica uma ótima bibliografia.
August 19, 2016
An interesting book on observation. The introduction does set the reader up for something quite extraordinary - which is never quite delivered. Possibly too fundamental. The graphic design layout of the book is beautiful, not to mistaken with functional.
Read
August 9, 2009It's another good one. I'll give you the skinny when I finish with it.
January 31, 2016
Possibly the best intro and reference book on semiotics I've read. A great primer
January 5, 2022
This book provides an overview of things. It helped me get a better understanding of the basics of semiotics.
February 5, 2022
When theory is not enough - here's a series of questions and answers explaining all those intricate words
July 31, 2010
This book is an easy introduction to some of the questions the field of semiotics addresses.
May 12, 2011
Sorry, Marly, I finished another one!!!
February 24, 2017
I use this book with my 8th Grade Art Class a bit, very helpful to show examples (lots of images!).
Displaying 1 - 27 of 27 reviews