Semiotic Concepts And Ideas: Charles Pierce And Ferdinand De Saussure

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Ideas of semiotics come from mainly two people- Charles Pierce and Ferdinand De Saussure. They often share the same thoughts. According to Johnathan Bignell (2002 p.5,6) “Semiotics or semiology, then, is the study of signs in society, and while the study of linguistic signs is one branch of it, it encompasses every use of a system where something (the sign) carries a meaning for someone”. Semiotics according to Ferdinand De Saussure refers to “The signs of life within society”. As said by Saussure, a sign contains two parts- the signifier and the signified. The signifier is the word that language provides and the signified on the other hand is the concept that the word provides. It could be different for different people. For example: The language …show more content…
For example: Advertising agencies in continental Europe (example: Italy) and a few in Britain use semiotics to design more effective advertisements”. He believes that advertisements give us visual and verbal signs with which semiotics can be used to give us a framework with how the signs portrayed in the advertisement will work. It is also clear that advertisements consist of ideological roles, Ideological here means “a way of perceiving reality and society which assumes that some ideas are self-evidently true, while other ideas are self-evidently biased or untrue. Ideologies are shared by one group or groups in society and one group’s ideology will often conflict on another groups ideology” (Bignell, 2002), because all advertisements really do is encourage their consumers to consume the product and consumption of anything is a part of our behavior but mainly it is a part of our “dominant ideology”. The target of an advertisement is to make consumers decode their “signs” and enjoy the task of decoding the signs for example if a beautiful successful woman is wearing a pair of Louboutin Shoes. Advertesments use signs, myths that are already known to people all around the world and tell us to enjoy the task of decoding the signs. In the case of the example, the successful lady that wears the Louboutin is living a luxurious lifestyle because of the …show more content…
The message, called an advertisement, is disseminated through one or more media and is paid for by the identified sponsor”. It is basically a paid form of promotion. Advertisements are all around us, wether it is the bus, the train, billboards, walls on the roads etc. It is a very professional and a very competitive field. Semiotic methods are often used to make advertisements, it makes an advertisement even more compelling. According to Bignell (2002 p. 30), “ The semiotic analysis of advertising assumes that the meanings of advertisemnets are designed to move out from the page or screen in which they are carried to shape and lend significance to our experience of reality. We are encouraged to see ourselves, the products or services which are advertised and aspects of our social world, in terms of the mythic meanings which advertisements draw on and help to promote”. The main aim of an advertisement is to sell a product or a service. But when we semiotically analyse an

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