200086 Lecture Notes - Lecture 20: Marketing Communications, Campaign Advertising, Semiotics
27 Apr 2019
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Document Summary
Semiotics are frequently used in advertising to signify an advertiser"s message through the use of signs or symbols. A sign can be better understood as a signifier, or a symbol that signifies something else. In some cases, the sign can be an exact representation of the thing being signified, while in other cases, it may be a symbol associated with it. One of the most frequent symbols used in advertising is the visual image of the product being sold. For instance, a restaurant that sells fancy desserts in addition to their main entrees may take out a billboard advertisement strategically placed two to three miles away from the freeway exit where the restaurant is located. Placing something as simple as a picture of a dessert on the sign may be just enough to pique the curiosity or perhaps the appetite of the passerby. Some images don"t even have to be of what"s being promoted.
