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Summary: The Role Of Semiotics In Advertising

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Semiotics is the theory and study of meaning-making through the investigation of signs and symbols, especially as elements of language or other systems of communication (Mick, 1986; Veg-Sala & Roux, 2014). Researchers have indicated that semiotics is frequently used in advertising to signify an advertiser 's message through the use of signs or symbols (Oswald, 2012). 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 (Zakia & Nadin, 1987; Domzal & Kernan, 1992). Ji (2016) suggested that a symbol with natural materials is able to stimulate children express their creativity, which is an important element in telling a story.
Goldman has noted about the deep psychological effects of perfume advertising that by purchasing the right perfume a woman does not acquire those advertised …show more content…

They consist of a signifier, a particular person, object, or idea and the signified – the person, object or idea that they refer to. Just as the choice of a particular word arrangement within a sentence, or the grouping of sentences into paragraphs, generates a specific sign, facial expressions and body language are able to communicate a lot to the viewer. Symbolic semiotics and its common use in advertising suggest that when used, it aims to attach positive feeling, moods, and associations with visual imagery (Mick, 1986). Advertising should be understood as a system of sign values (Williamson, 2005). A sign value is usually equal to the desirability of the image and contemporary advertisements build new signs of identity. Williamson (2005) has written about consumer culture, arguing that advertising is an unattainable highly constructed world, which is held out as attainable

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