Semiotics-The study of Meaning Creation and Delivery
Semiotics is the study of how meaning is created and how meaning is communicated.
Any observer can view the signs in two ways:
- Signifier
- Icons: Every sign is determined by its objects or physical similarities.
- Symbols: Non-physical signs such as directions to the home, a road warning sign, etc.
- Index: This stems from the signifier, e.g. fire
2. Signified
Signified pertains to the “plane of content,”
Brands using Semiotics to communicate their story
For the unconverted, marketing semiotics may feel like something of a great academic way of notifying yourself to think carefully about the connections you’re establishing. But a good marketing semiotician approaches the task with extreme consideration.
You make look at the below fig. how brands have leveraged semiotics in their logos to tell their story. Let’s look at a few of them.
Airbnb
They decided to focus on “belonging,” the idea that through their service, a traveler can feel at home anywhere.
“You see, a house is just a space, but a home is where you belong. And what makes this global community so special is that for the very first time, you can belong anywhere,” says Chesky. “The rewards you get from Airbnb aren’t just financial — they’re personal — for hosts and guests alike.”
Apple-‘Behind the Mac — Greatness’
If you look at the ad and the environment it’s trying to build in, you’ll find a sense of demand for greatness, by this I mean, this campaign is very much compelling and says your story is linked with a device. And yes…Grey is the color of maturity. so they got 10/10.
There are a lot more companies which are doing so and have won our hearts, like Dominoes, Michelin, Amazon, Google etc.
What do you think, is Semiotics the future of advertising?
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