Semiotics

NMIMS, BANGALORE
 What is covered
Codes, Brand Myths & Possible discourses for:
Semiotic Analysis
Badi Badi
 Badi Badi
Protagonists Preity Zinta – film star (heroine), Glamour, Boy & Girl – Kid,
Urban, Kids v/s Adult.
Visual Signs VIBGYOR, Bicycle, Football Outdoor, Hair band, Paper folding
game (girl) - boredom, bead bracelet (Preity) – Fashion
Aural Guitar, Synth, Background score –builds to crescendo,
excitement
Nonverbal Boy propping is head on his palm looking on dreamily: Fantasy,
Communicati Dreams, Priety creeping up to the kids (tiptoes), putting finger to
on her lips when girl notices, eyes going wide – Surprise, Star struck
(yet familiar – no awe), Large Size.
Linguistic Hindi, no English / Hinglish “”Badi Badi” – largeness, Chakdin
Chakdin – fun & celebration
Time Contemporary; daytime – (late afternoon, 4 – 5 Pm), Holiday, free
time, waiting for friends to arrive
 Badi Badi

Technique Slice of life; ‘Real life’ – glamourised; Tight frames, mid shots &
close-ups : capture expressions; and drama
Montage Film star, Bollywood dreams of the little boy (glamour & success –
want to be important!), Preity –is the kids frame of reference, she is
an adult in the kids world,
Argument Advocative – extols the benefits of being big (age or size of
chocolate)
Juxtapositio Young / Old; Small/ Big; Ordinary people/ Stars, Reality/ Dreams &
n boredom/ Enjoyment

Narrative Dreams/ wishes> Catalyst > Surprise Outcome > Happiness

Codes

Film
Filmstar
star(heroine)
(heroine)Glamour
Glamour

Boredom
Boredom--Nothing
Nothingnew
newin
inlife
life

Fantasy,
Fantasy,dreams,
dreams,Star
StarStruck
Struck
surprise
surprise
Largeness,
Largeness,Fun
Fun&&Celebration
Celebration

Contemporary,
Contemporary,‘Real
‘Reallife’
life’––
glamourised
glamourised
Bollywood
Bollywooddreams
dreams--Ordinary
Ordinarypeople/
people/
Stars
Stars
Surprise
SurpriseOutcome
Outcome>>Happiness
Happiness
Gully Cricket
 Gully Cricket
Protagonists Preity Zinta – film star (girl) playing cricket – challenging
convention (girl playing cricket) but acceptable since playing
with kids, 3 teens (commentators) of which one has the Perk, 1
bowler, fielders, vegetable vendor, man on his way to work, two
boys & a girl, “Chotu” small boy,
Visual Signs VIBGYOR, Lamp Post, Dog, bicycle on the Street – Lively,
Vibrant, Middleclass neighbourhood, Stumps, Ball, Bat (cricket) –
Physical activity
Aural Guitar, Background music – Loud, Active, Medley
Nonverbal Field setting, cricket shots – Original drive (guitar before the
Communicatio special shot), Mischievous gaze, hand on shoulder, drumming
n finger in anticipation – Mischief, energy, Preity - “humari didi”,
sweetheart of the gully
Linguistic Hindi in English – Street/ playground language
Time Contemporary, late afternoon (4-5), Holiday - Free time, Fun
time
 Gully Cricket

Technique Glamourised portrayal of real life. TV drama (perfect gully!) – zoom

ins, tilts & pans

Montage Film star, Challenge, Cheer gang, Preiti, young kid bowling v/s big
bullies – Levels of ability & Power
Argument Definitive – it defines the contest of use & that Perk is original
Juxtapositio Original / Copied, Role reversal ; Old / Young – the younger kids
n along with Preity surprise, Male – female ; Creative & original – way
she plays her shot
Narrative Challenge > Anticipation > Surprise outcome > Expectation for
more –A unconventional way to the goal, premeditated & surprising
way of doing it
Codes

Film
Filmstar
star(heroine)
(heroine)Glamour
Glamour

Challenging
Challengingconvention
convention(girl
(girlplaying
playing
cricket)
cricket)
Lively,
Lively,Vibrant
Vibrant

Urban,
Urban,Middleclass
Middleclass

Originality
Originality

Contemporary,
Contemporary,‘Real
‘Reallife’
life’––
glamourised
glamourised
Levels
Levelsof
ofability
ability&&Power
Power
Unconventional
Unconventionalapproach
approach>>Surprise
Surprise
Outcome
Outcome
Traffic
 Traffic
Protagonists Preity Zinta – film star; Chicken, cow, girl, traffic cop – Animated
cartoon characters. Urban, self possessed, Monologue, Young &
Modern, Not- ness: not her bubbly self. Lack of relationship
between protagonists,
Visual Signs Red, Yellow, Blue, White & Brown, Road – Animated urban setting
with cars, bus with band aid stuck in traffic, traffic signal,
animated chickens & cows reflective of how people feel in a
traffic jam, The boredom, Discomfort, Chaos – reflecting of the
state of mind.
Animation mirrors reality – disrupter
Aural Cow moos, Chicken sound, effeminate VO, Chorus, Cops whistle
build up to a crescendo – concoction of sounds adds, heightens
the feeling of confusion, Sound progression opposite of visual
progression
Nonverbal Preity’s long face, yawn – Boredom, Shutting year, confused cow,
Communicatio waving cop – irritation, impatience, Lack of control & disorder,
n efforts to bring control/ sanity in the madness by cop

Linguistic Hinglish – Monologue in English & contextual sounds in Hindi, VO

– earthy accent
Time Contemporary, afternoon – Discomfort, Heat.
 Traffic

Technique Animation & reality, Reflection of her (Preity’s) thoughts in

animation – Projection. Animation dominates
Montage Animation + Reality – Monologue in the head, reverse
personification – feel like cows, chickens
Argument Advocative – Boredom alleviation
Juxtapositio Real context / thoughts in animation, Chaos/ resolution, animal/
n human being

Narrative Before After, Alleviates boredom & resolves crisis

 Codes

Film
Filmstar
star(heroine)
(heroine)
Not-ness:
Not-ness:not
nother
herbubbly
bubblyself
self

Monologues
Monologues
Lack
Lackof
ofrelationship
relationshipbetween
between
protagonists
protagonists
Boredom,
Boredom,Discomfort,
Discomfort,Chaos
Chaos––Disruption
Disruption&&
Discomfort
Discomfort
Animation
Animationmirroring
mirroring
reality
reality
Sound
Soundprogression
progressionopposite
oppositeof
ofvisual
visual
progression
progression
Before
BeforeAfter
After––resolution
resolutionof
of
crisis
crisis
Aerobics
 Aerobics
Protagonists Preity Zinta – Film star; Youthful, Exuberant, Earnest, Mischievous,
Glamourous, Sporty, Physical fitness, Westernised. Instructor –
teacher/ coach: Authoritative, disciplinarian, Sarcastic/ mean,
defensive, conscious Other girls – Students, submissive, Upper
class, Cosmopolitan, Women only
Visual Signs Coloured hair, track pants, sport outfits - Youthful, Aerobics, Gym,
Wristband, Headband, tote bag, Body & Mind poster – Energy,
Cool, Fitness, Urban upper-class, White, Blue, Light brown, Glass,
wooden flooring - Slick & stylish, but not ornate, Cold & clinical,
Too perfect, No sweat of gym, Comfort & air conditioned – flirting
with gym (Indoor)
Aural Foot steps running, uhh – Being late, Cracking noise (chocolate),
ripping sound - Embarrassment, Stern tone – Discipline, Jingle
Nonverbal Running – trying to catch up (as late), raised eyebrow, pointing –
Communicatio Irritation, domination, Bag drop – Dejection, Surprise at crunch –
n Unexpected noise, Embarrassed smile, Downcast eyes, clutching
of pants, mellow thumbs up – Shame, lost the battle, Big quick
deliberate bites – Aggression (dog biting back at master), Smile –
sign of victory, Shining out of class – Role reversal
Linguistic Hinglish – Hindi dominant. Brand properties enunciated in English.
Western context with Indian language/ content
 Aerobics
Technique Slice of life, Tight frames, Quick cuts & close-ups to draw attention
to emotions & actions, heighten the feeling of tension, pace, feel
the interaction. Stationary camera – Viewer has a window on the
gym/ action, Quick thinking
Montage Student – teacher: Power equation, opportunity to challenge, Rebel
v/s compliant students, one-on-one interaction, not looking for
applause from others, Not performing for audience, Personal Victory
Argument Advocative – Get even, Brand as enabler for mischief
Juxtapositio Discipline/ late coming, Teacher/ Student, Western setting/ Indian
n language conversation, Submissive/ Rebel, Blue/ Brown, Healthy
setting / Chocolate consumption, Body/ Mind
Narrative Linear, classical fairy tale (Set-up>Establish villain>
Underdog>Magic wand>Conquest>Victorious
Slow start, activity, crescendo
Codes

Film
Filmstar
star(heroine),
(heroine),
glamour
glamour
Westernised,
Westernised,Upper
Upperclass
class

Cold
Cold&&clinical,
clinical,Too
Tooperfect
perfect

System,
System,Authority
Authority&&
discipline
discipline
Power
Powerequation
equation&&opportunity
opportunityto
to
challenge
challenge
Fluke,
Fluke,Presence
Presenceof
ofmind
mind

Personal
PersonalVictory
Victory––not
notperforming
performingfor
foran
an
audience
audience
 Oppositions
Young Adults Kids/ Children
Film star Ordinary people
Hindi English
Fun Boredom
Childlike Mature
Tomboyish Ladylike
Western Indian
Occasion/ Anytime
situation
Health
Indulgence
Indiscipline
Discipline
Rural/ Semi Urban
Urban
Chaos
Order
Submissive
Challenging
Blue Brown
Surprise Predictability
 Code Evolution

Residual Codes Dominant Codes Emergent Codes

Blue Preity Zinta the star Getting back - One
Brown Adults eating perk upmanship
Wafer biscuit Mischief Willful Indulgence
Foil Pack Boredom alleviation Individual
Kids Eating Perk Challenging authority
Group
 Myth Mapping
Group

Cultural Norm Cultural Contradiction

Mischievous Restrained

Cultural Norm

Individual
 Myth Mapping
Child

Cultural Norm Cultural Contradiction

Mischievous Restrained

Cultural Norm

Adult
 Myth Mapping
Challenge

Cultural Norm

Male Female

Cultural Contradiction Cultural Norm

Give in
 Myth Mapping
Assertive

Cultural Norm

Male Female

Cultural Contradiction Cultural Norm

Unassertive
 Perk
Opposition Kid vs. Adult
behaviour

Myth Adults cannot be

mischievous.
 Possible Discourses

• Questioning Authority

• Mischief

• Challenge

• Fluke

• Contemporary femininity

• Female Film star

 Questioning Authority
Form Function
• Governmental/ Legal Red tape, corruption, sloth

• Parental Protective, privacy, imposition: “I can take care of

myself”, “Need my space”, “I know what I want to
do/be” v/s “we know what is good for u”

Culture clash
• Tradition
Challenge control/ force/ coercion, Exercising free
• Tyranny/ Misuse of will
power
Destabilise/ disrupt, change the order, break
boundaries imposed by class, caste, rank etc.
• Rebel/ Iconoclast

Rules are meant to be broken, willful challenge,

childish stubbornness, pranks (breaking hostel
• Subversion rules – night date)
 Mischief
Dimensions
Sage Narad

• Willful • Well meaning

• Childish • Adult

• Planned • Spontaneous

• Group • Individual

Function
• Fun Enabler, Boredom buster, Action catalyst
• Youthfulness, unrestrained, childlike, unexpected consequences
 Challenge

• Physical (boxing duel) • Mental/ Emotional (Chess, love)

• Dared • Daring

• Odds (Inspirational) • Ego (Foolhardy)

• Sporting • Military

• Others • Yourself

• Tradition • Future

Function
• High point, Purpose & drama, Creates anticipation
• Ego appeal, self worth, ability, tests the individual
 Fluke
• 0% effort 100% success: No effort yet pleasant/ ecstatic
results (Examinations, Lottery, talent)

• Bumpkin gets the babe/ Plain Jane gets the Adonis

• Forest Gump/ Shikari Shambu – Accidental hero/ Heroine

• Dream come true

• Presence of mind – making most of an unplanned/ chance

opportunity

Function
• Boosts sprit, Holds out hope & promise of chance outcome that is pleasant
• In sync with youth attitude: Happy go lucky, Enables the underdog to win
 Contemporary femininity
Dimensions

Liberated, but equal Acknowledgment of sexual

power
Time out with the girls
Casual glamour
Mobility – social and spatial
First move
Freeze time – eternal youth
Opportunity-seeking
Space / time for self
Experimentative with body
Letting go
Female film star
Form
• Sexy siren

• Girl next door

• Principled passionate

• Mature mistress

• Ice maiden
 Female film star

Form Function
Sexy siren Stirs up sexuality

Girl next door Companionship

Principled passionate Ideals

Mature mistress Control

Ice maiden Fantasy

Semiotic Analysis
Munch - Wafer Chocolate
Munch: “Main hi hoon Raamu”
 Munch: “Main hi hun raamu”

Protagonists Callow salesman (25-26), (Rani) (25-26) Basanti of Sholay (local

smartness), Panch & mukhia at the village centre, Trader (Real Ramu)
Urban Bumpkin & smart village girl! – Role reversal
Visual Signs Straw, water pots, cartwheel, ration shop - dal, eggs, jharu, chabootara,
bullock cart, ethnic wear, turbans, pocket watch - gold chain, artificial
moustache.
Rural, rustic, rooted - Mass
Aural Damru, Folk - a-ra-ra-ra-ra-ra-ra, Hurrr..,
Rooted - Mass
Nonverbal Rani looking at the box inquiringly, taste bringing joy and triggering an
Communicati idea, Hand gesture while saying thaanku.. ,Ramu tied next to a sack of
on red chillies, Confused salesman, high five with the panch, extending
hand to take chocolate give me more, elation at the end - movement of
hands..
Curiosity, legit-naughtiness, collusion with elders (endorsement)
Linguistic Accent - jaat hindi, thaanku..
Rural north India Face and jaw movement, raising eyes & eyebrows,
surprise.
Real
Time Afternoon/morning - Modern (our times)
Modern
Rani: “Main hi hun raamu”

Technique Feature film, slice out of Sholay

Entertainment
Montage Panch, Ramu, Matki, Bullock cart
Argument Definitive
Juxtapositio Role reversal ; Active girl in village, bumpkin salesman from
n big city

Narrative Crescendo, fast pace, one episode

 Codes

Mass
Mass

Real
Real
Modern
Modern

Role
Rolereversal
reversal

Legit-naughtiness
Legit-naughtiness
Entertainme
Entertainme
nt
nt
Maha Munch
Rani: Maha Munch
Protagonists Rani Mukherjee, Uncle, Policeman, Tau - shopkeeper, Girls
carrying the munch over their head, surprised bystanders, kids
running after the auto. Disrupt discipline – Youthful vs
Adult-like!
Visual Signs Buildings, People, Vehicles, Objects, Location, Blue Sky, clothes 7
colours. Ducks, old fiat, yellow, yellow, purple, steps, small paan
shop, small town in Rajasthan kind of architecture. Balloons,
streamers, large ‘convertible auto’, larger than life, Rani inset
last frame, ethnic clothes and accessories, firki.. Is the
occasion, fun
Aural Screeching of tyres, Horn, Whistling, drums, R&B, Shouting
Activity & Joy
Nonverbal Girls banging/swinging their heads sideways, whistling, pointing
Communicatio their fingers, eyebrows & eyes, horn, handkerchief, Swinging
n Rani showing off the product, ruffled dadaji/ uncleji. Excitement
of bigness. Joy & Freedom
Linguistic Non stop - ruk na paaye, Tau, oye-hoye, Maha, baby - Hindi &
English – Hinglish. Rooted

Time Contemporary, daytime

 Rani : Maha Munch
Technique Close ups, fast moving, tight & long shots - Activity

Montage Urban Mela, Daylight Drama - Bigness of the chocolate disrupts

everyday life in a small town. Disrupting the fairground –
munch is the machine gun
Argument Definitive
Juxtapositio Auto without roof, Chocolate jutting out of a auto, sunglasses &
n turban, Ethnic & Rap, Retro - cars, Sleek Motorcycle
Larger than life
Narrative Boredom - Catalyst - Fun
Codes

Dispel
Dispeldiscipline
discipline

Is
Isthe
theoccasion
occasion

Activity
Activity&&Joy
Joy

Freedom
Freedom

Disrupting
Disruptingthe
the
fairground
fairground
Larger
Larger
 Oppositions

Urban Rural
Smart Buffoon
Man Woman
Monotony Excitement
Tame
Mischief
Active
Relaxed
Harmony
Disruption Light Big
Person Public
No star Star
Young Old
Subtle Rash
Collaborative Independent
 Code Evolution
Residual Codes Dominant Emergent
Codes Codes
•Outdoors •Spontaneity – •License to
•Group “chulbuli” leap
•Yellow •Hindi/Ethnic •You do not
•Purple •Crowd need an
•Legit Frivolity/ occasion
Mischief •Larger than
•Non-stop life
 Myth Mapping
Rural

Munch Cultural Norm

Smart Buffoon

Cultural
Cultural Norm Contradiction

Urban
 Myth Mapping
Mischief

Cultural Norm Munch

Person Public

Cultural Contradiction Cultural Norm

Tame
Brand Myth
• Joy & janta
• Dynamic Desi – Smart-Bufoon
• Ethnic-Exotic (Radical-Rural) or Folk-funky
• Munch* is the occasion

(*Means ‘stage’ in Hindi)

Possible Discourses
 Ethnic-Exotic
• Feminine spontaneity
• Ethnic/Rooted glamour
• Larger than life - filmi
• Bright & outdoorsy
• The occasion
 Group Activity
• Fun at Fair
• Festival & fun
• Marriage masti
• Fun on the run in a 3 tier bogey
• A tractor and a Ferrari at the petrol pump
• A bus stop and the chaos there
• A railway station and the hungama there
 Observations
• Both Perk & Munch share the starting point
– have it anytime.
• Munch has moved from ‘class to mass’ in its
tone and manner
• Perk has moved the other way round
– (POV: Perk has scientificated the consumer need)
• Perk is
– “when you are getting bored - have chocolate”
• Munch is
– “just have Munch”
Thank You