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A Primer Of Semantics

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MORRIS                                    151
tells us. What does Khrushchev want? Why does he speak? Khrushchev does not tell us. Our experience with Khrushchev leaves little doubt as to the purpose of this speech in that Communist satellite capital. Obviously, we cannot neglect the context as a whole, and the context as a whole is the whole mannot only what he says but what he does.
The purpose of incitive signs is to provoke a specific action response.
When the signs become prescriptors to a recipient, the inci-tive signs are adequate.
Incitive language is the clue to the value system of the user, for it reveals his goals. But it is only a clue. Ultimately, we must place the words in the context of the human being.
D, The systemic use and the formative mode
The signs that impinge upon us are many and varied. We must make order of these signs. Morris presents a method by which to organize signs and thus provide for the organization of the responses of recipients of signs. This method initiates a terminology of form that is appropriate to a science of signs.
Systemic language organizes. This is its only function. It does not otherwise add to the effectiveness of signs. It merely systematizes the other usesinformative, valuative, and incitive. This is the way Morris puts it;
The systemic use of signs is the use of signs to systematize (organize) behavior which other signs tend to provoke.33
Notice that the term "systemic" applies to useto the intention of the user. How will the user signify this inten-
ds Signs, Language and Behavior, p. 104.