Semiotics

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·         a 'signifier' - the form which the sign takes;

·         the 'signified' - the concept it represents.

Word OPEN on the shop door:

    * a signifier: the word open;

    * a signified concept: that the shop is open for business.

As I have understood, we grow up with semiotics. Right from we were little, we were taught to add word, and later on a meaning, to the viewed, image or written text. When we grow up we don’t understand that our brain actually makes a combination of signifier and signified when we see hear smell or taste something. Semiotics is a very primary reflex that we develop with time, a reaction to the things we feel but this time it’s much more academic and much deeper and philosophical.

‘’ The semiological approach... suggests that the meaning of an ad does not float on the surface just waiting to be internalized by the viewer, but is built up out of the ways that different signs are organized and related to each other, both within the ad and through external references to wider belief systems. More specifically, for advertising to create meaning, the reader or the viewer has to do some 'work'. Because the meaning is not lying there on the page, one has to make an effort to grasp it. (Leiss et al. 1990, 201-2)’’ http://www.aber.ac.uk/media/Documents/S4B/sem10.html

ICON-is a sign that stands for an object by resembling it. (picture of a dog, a drawing of a dog)

INDEX- is a sign that refers to an object. (smoke – fire)

SYMBOL-is a sign that refers to an object by law religion culture tradition (female sign – female body)