brand logos, advertising and other communications of fast food, insurance, beverage, banking et cetera) Myth: An extended metaphor – social and cultural stories and valuesĪ semiotic analysis starts with collecting signs from a ….Connotation: Meaning to the individual – what the sign means to ‘me’.Denotation: Literal meaning of sign – dictionary or non-ambiguous.There are also three components of the Signified … Index: Exists because of the existence of signifier – eg smoke = fire.Symbol: No physical resemblance – toilet door, brand or warning sign.Icons: A physical resemblance to the object – map, sound or picture.Signified: Personal interpretation of a signifier (as above).Signifier: Physical sign – sounds, images or letters conveying meaning.It identifies signs having two key components … Language, cultural background, socio-economics and other factors influence how people read the signs that surround us.Īs noted above, semiotics is the study of ‘ signs.’ While a well organised and clean city may indicate safety for some, it may indicate boring, risk averse and unnaturally controlled to others. While a non-authorised graffiti tag may be viewed as a disgraceful and inexcusable abuse of public property, another may view it as a welcome representation of non-conformity and rebellion. Semiotics allows for the identification of emerging trends, and to build empathy of different segments of the community. For a young child the golden arches may say ‘fun playground’ while a health conscious or anti-capitalism individual may view Ronald McDonald as Beelzebub. Logo’s such as McDonald’s and Coke intend to present trusted brands globally, yet have different cultural and generational interpretations. One city may be viewed more exciting and progressive than another, simply from the signs it presents and how the community and visitors interpret these. It can be valuable in identifying emerging trends and opportunities and to enhance inclusivity and exclusivity.įor example, a workplace or neighbourhood may voice the intention to be seen as vibrant and evolving, yet an abundance of ‘no’ warning signs, excessive clean and order and linear design may communicate quite the opposite. Understanding semiotics is a valuable tool to complement other consumer insights methods, yet more so as an observation of the signs and its meanings. Semiotics is the study of signs and sign processes, from cultural representations to languages, to warning signs, brands and emojis. Our leaders may intend to say something, yet say quite the opposite. There are generational and cultural differences, constantly evolving meanings and social norms, presented by the signs that make up our community and the business and government within it. A positive sign to one person, may be negative to another. Our world is a composite of signs that have literal and non-literal meanings.
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