Semiotic Theories and Terminology Analysis Essay

Semiotic Theories and Terminology Analysis Essay

Length: 953 words (2.7 double-spaced pages)

Rating: Better Essays

Open Document

Essay Preview

The notion of semiotics involves the study of the relationship between symbols and signs and interpretation. It is through the work of semiotic that theorists such as Ferdinand De Saussure, Roland Barthes and Charles Peirce, which has essentially enabled the relationship between signs and the creation of meaning to be examined. Through this essay, I will be applying numerous semiotic theories and terminology to analyse the meaning, function and effectiveness of a visual advertisement, from a 2013 campaign initiated by Crisis Relief Singapore.

It is important to understand that the advertisement is an image composed of particular signs and symbols, which fundamentally signify meaning. As cited in Fiske (1990), Peirce refers to a sign as “mental concept” which is interpreted based on the users’ experience and context. The construction of this advertisement is imperative in relation to how the semiotics function to arouse meaning. Firstly, we must identify the icons. Peirce through his “Triangle of Semiotics” divided the sign into three types, creating the concept of a semiotic icon along with index and symbol (Fiske 1990). An icon can be described as to have resemblance to its object meaning that it looks or sounds like it does in reality. The icons in this advertisement include a boy, a woman, a wire fence and hands with their thumbs up.

These icons enable the audience to recognise the denotation, which is the first order of signification, a concept developed by Saussure and worked on by Barthes, that is predominantly a dominant, literal reading that is perceived during initial observation. The denotation may be essentially different to what the composer’s intentions are. The denotation of this particular advertisement can ...

... middle of paper ...

...n goal is to change people’s attitudes and hence, the campaign calls for effective action with the tagline “Be a volunteer. Change a life”.

Works Cited

Fiske, John 1990, Communication, meaning and signs, In Introduction to communication studies (pp. 38-63) London, New York: Routledge

Fiske, John 1990, Signification, In Introduction to communication studies (pp. 85-101) London, New York: Routledge

Chandler, D 2013, Semiotics for Beginners: Denotation, Connotation and Myth. Available at: [4 April 2014]

Atkin, A 2010, Perice’s Theory of Signs. Available at:
[4 April 2014]

Powerful Ad Campaign Shows That Facebook Likes Don’t Help, 2013. Available at: [5 April 2014]

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

The Usage Of Medical Terminology Essay example

- When using Medical Terminology always start with breaking your words down before putting it back together again. First start with your prefix, find your root/ combining form and end with your suffix. Once you put the term back together you’ll have the meaning and the definition of your term. The prefix is always at the beginning of the medical term. The root/ combining form is always in the middle of the term. When pronouncing the term see how many roots it has. It could have up to three roots depending on how the term is spelled out....   [tags: Medicine, Medical terminology, Medical terms]

Better Essays
919 words (2.6 pages)

Semiotic Analysis of a Advertising Image Essay

- For my semiotic analysis I chose to talk about a commercial for ‘Be delicious’ from Donna Karan New York to demonstrate how advertising generates its meanings, construct the image and behaviors ideology in order to attract customers. ‘Semiology provides the analyst with a conceptual toolkit for approaching sign systems systematically in order to discover how they produce meaning’ (Bawer et. all, 2000: 227). Advertising is one of the typically elements used for a convincing presentation product or service to the buyer or user....   [tags: Marketing, Media, Informative]

Better Essays
1458 words (4.2 pages)

Essay on Semiotic Analysis

- The Mythology of Product Upgrade Need How Design Makes Consumers To Continually Buy the Same Product I. INTRODUCTION Electronic devices such as smartphones, tablets and even laptops have a one year update cycle. Do corporation launch these products so frequently to keep people abreast of the latest technologies that are beneficial to them or are these just an attempt to drive up needless consumerism and generate more profit. Often, the production of new devices doesn’t’t necessarily bridges any technological gap nor offers new advantages that are actually useful to consumers....   [tags: Apple Products, Space Gray]

Better Essays
1132 words (3.2 pages)

Essay on Using Semiotic Analysis to Decode Images

- The ‘reader’ or ‘viewer’ is a crucial component when creating meaning within media texts. Their cultural background, experiences and attitudes ultimately help to deconstruct codes and conventions applied to a text, in order to obtain the meaning (Fiske, 1990). This essay will use semiotic analysis to ‘decode’ a given image, and define the preferred meaning suspended within. In order to do so, this essay shall explore the three steps (denotative, connotative and mythological) as defined by Chandler (2007), the codes and the cultural context that lead to signification, that is, the meaning behind the sign....   [tags: racial harmony, culture, media texts]

Better Essays
2030 words (5.8 pages)

Essay about The Semiotic Theory Developed By Ferdinand De Saussure

- Ferdinand de Saussure is one of history’s greatest contributors to both modern linguistics and structuralist semiology. Semiology can be understood as the analysis of sign systems. Prior to Saussure’s theory, “linguistics was principally diachronic and he was the one who inaugurated the synchronic study of language and the way meaning is structurally generated” (Potter, 2015). Additionally, semiology can also be interpreted as the attempt to study reality as a text. There is not a single part of our reality that cannot in some way, shape or form be considered part of a text....   [tags: Linguistics, Ferdinand de Saussure, Semiotics]

Better Essays
822 words (2.3 pages)

The Significance of Semiotic Analysis in Branding and Brand Development Essay

- While traditional market research such as secondary research, surveys, focus groups, and interviews, observation or experiments trials focus on probing consumers for their opinions and behaviours (J Anderson, 2012); semiotics analysis choose different research approach to closely study culture to reveal the primary cultural triggers for particular customers responses (D chandler, 2013). In example: traditional market research would ask consumers about their thoughts on particular product, what they like about it, why they don’t like it and what they would like to improve in that product....   [tags: traditional market research methodologies]

Better Essays
631 words (1.8 pages)

Essay about Kano's Theories of Customer Satisfaction, Terminology

- Kano’s model divided the quality of products into three parts. 1. Dissatisfies, this characteristics of quality that customers expect which they can either inform or not inform. However, if this characteristic is missing, customers will become dissatisfied immediately. For example, the quality of the product, wallet should have nice seam with no defect on the leather or TV should have correct manual and all buttons are able to use. All these things are very important to customers. By the way, the operator can check their customers’ complaint through the customer service center or dealers because if the products cannot meet customers’ need, they will complaint immediately....   [tags: product, quality, expectations]

Free Essays
592 words (1.7 pages)

Essay about Concepts And Semiotic Theory : Theory Grounded On A Triangle Model

- Concepts and Semiotic Theory Dahlberg (1974) formulated concept theory grounded on a triangle model consists of respective referent, characteristics, and its designation. Her theoretical framework benefits a handful researchers in the KO field, even though there is a limitation (Friedman and Thellefsen, 2011). Recently, she claims that the study of conceptual framework in KO remains to be discovered and understood, and continues to construct a better conceptual classification scheme based on four content-determinant types of relationships (Dahlberg, 2014, p.86)....   [tags: Perception, Concept, Cognition, Understanding]

Better Essays
1027 words (2.9 pages)

Organizational Behavior Terminology and Concepts Essay

- Organizational Behavior Terminology and Concepts      The behavior of employees within any organization is paramount to the success or failure of that organization. The study of organizational behavior is a science with its own vocabulary and terminology. This essay will describe some of the more common key concepts and terminology and relate those to the modern United States Navy.      “An organization is, simply, a body of people organized for some specific purpose” (communication, 2005). Organizational behavior is taking a look at the way humans behave within a company (Schermerhorn, Hunt & Osborn, 2005, p....   [tags: Organization Teminology Essays]

Better Essays
1011 words (2.9 pages)

Ad Bank Semiotic Analysis: Cosmopolitan and Maxim Magazines Essay

- Ad Bank Semiotic Analysis: Cosmopolitan and Maxim Magazines In our house, we have a girls' bathroom and a boys' bathroom. When entering into the women's private sphere of the bathroom, one cannot help but notice the mountain of women's magazines on top of the toilet. Similarly, the men's bathroom has its share of men's magazines stacked in their domain of masculinity. This essay will take a look at the advertisements in these infamous periodicals, to attempt to gain a better understanding of their message(s), and their appeal....   [tags: Advertisements Compare Contrast Essays]

Better Essays
3021 words (8.6 pages)