FFC 603 Chapter 2: FFC603 - Week 2 - Semiotics (1)
27 Jan 2019
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Document Summary
Advertisements have many hidden signs and meanings in it for example brand name, logo, package design, colour, punch line and trade mark etc. Learn and interpret the message which is conveyed in advertisements. Uses signs creatively to create an image or character for the product. These signs can be images, words, fonts, colours and slogan. The arrangement of images, words, colours, and slogan must be interpreted by the audience or consumer. A linguistic sign is not a link between a thing and a name, but between a concept (signified) and a sound pattern (signifier) The key to advertising analysis is the process of understanding the signifier and the signified in the advertisement. Signified: denotative (the meaning of the product) and connotative (profound and secret meaning of the product); psychological thought. Signifier: the thing (colour, brand name, logo, design, technology, and punch line) Semantics: relation between signs and the things to which they refer; their meaning.
