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Animal Trademark Emblems on Fashion Apparel: A Semiotic Interpretation

Part II. Applied Semiotics

Marcia A. Morgado

Department of Human Resources, University of Hawaii, Honolulu, HI 96822

In Part I Peirce's trichotomy of icon, index, and symbol is described as the theoretical frame for analyzing signifying aspects of animal emblems; Panofsky's model of interpreting visual art forms is discussed as the method for interpreting the signs. In Part II representative emblems are interpreted and their signification proposed Iconic interpretation suggests that the signs affirm human dominion over the natural world and that they perform social gatekeeping functions. Indexical interpretation suggests the signs point to deception in social relationships and serve as metaphoric reference to conditions of angst and alienation. Interpretation as symbol reveals that the signs delineate relationships in the fashion goods hierarchy, stand as power markers, serve as archetypes of classical myth, and function as tokens of participation in the consumption ritual. The potential value of Peirce's trichotomy for further study of semiotics in clothing and dress is suggested.

Clothing and Textiles Research Journal, Vol. 11, No. 3, 31-38 (1993)
DOI: 10.1177/0887302X9301100305
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