Semiotic Annotation of Narrative Video Commercials: Bridging the Gap between Artifacts and Ontologies

Drawing on semiotic theories, the paper proposes a new concept of annotation – called semiotic annotation – whose goal is to describe the multilayered articulation of meaning inscribed within narrative video commercials by their designers. The approach exploits the use of a meta-model of the narrative video genre providing the conceptualizations and the vocabulary for analysis and annotation. By explicating design knowledge embodied in the video, semiotic annotation plays the role of intermediate level knowledge between the meta-model (an informal ontology) and practice (the concrete video artifact). In order to assess the feasibility of the approach, a test bed is presented and results are reported. A final discussion about the potential contribution of semiotic annotation in the fields of Research Through Design, Technological Mediation, and Interface Criticism concludes the study.