Semiotics is consistent of signs, signifiers, and the
signified. The sign is anything
that is being communicated, as in the word or the objects or the sounds. The Signifier is what we would call
this object, the word used for it.
Then there is the signified, which is how we see the object, where a
meaning is invested into the object.
Semiotics allows the viewer to understand what is going on in visual
imagery and to associate with the advertisement images. Semiotics allows the viewer to decode
what is happening in an AD.
However, the meaning that is understood from the AD is all based upon
the viewer’s denotation of what is happening, and the connotation for the
specific society and cultural group the AD is aimed towards.
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