Semiotic Analysis Essays

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A Semiotic Analysis: “There’s A Soldier In All Of Us”

In today’s society, people are significantly influenced by the media. Mediated messages are often deliberate and appeal to specific audiences based on race, gender, ethnicity, social status, education level, political views, and much more. By applying semiotics to everyday life, we can decipher meaning within texts, film, and photography in a more constructive way. Here, it becomes evident that semiotics is a fundamental concept that enables better communication. Through a semiotic analysis of the 2010 Call of Duty (COD): Black Ops “There’s A Soldier In All Of Us” commercial, it becomes obvious how and why this advertisement was so successful toward various audiences. In order to
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According to Berger:

Signs and relations are two of the key concepts of semiotics analysis. A text can be thought of as a system of signs and the meaning of the text stems from the signs and from the system that ties the signs together. In semiotic analysis, an arbitrary and temporary separation is made between content and form, and attention is focused on the system of signs that make up a text” (6).

For example, in the COD: Black Ops commercial, guns, helicopters, grenades, and explosions are not seen as separate components to the commercial, but instead they are seen as a sign system that conveys meaning related to matters such as warfare. According to Saussure, a sign is a combination of a sound-image or “signifier” and concept or “signified”. One key concept in understanding semiotics is that the relationship between the signifier and the signified is always arbitrary. But since there is no logical connection between a word and a concept, the meanings that signifiers posses must somehow be learned. This implies that there are certain “codes” that evolve within a society or culture, which help individuals generate meaning from signs. These codes influence the ways in which individuals interpret signs and symbols in the media (9). In the COD: Black Ops advertisement, one can recognize various cultural codes embedded within the commercial. For instance, the commercial displays famous figures, such as basketball star Kobe

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