Semiology in Theory and Design part 2 Charles Sanders Peirce’s Theory Icon



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Semiology in Theory and Design PART 2

Charles Sanders Peirce’s Theory
Icon:
The icon is a physically represented object that can refer to the signifier in a sign or symbol. An example would be a car or pencil. These can be considered icons because they have physically represented features; therefore they are also denotations for signs.
Index:
“Defined by some sensory feature, A(directly visible, audible, smellable, etc) that correlates with and thus implies or `points to' B, something of interest to an animal” (R.Port 2000). An example to understand this better would be a smoking symbol because that associated with the icon for the sign.

Symbol:
A symbol is a sign that associates with the icon; even words can be associated with icons, which makes them symbols. An example of this, would be the male or female toilet symbol, this associates with the icon clearly. It is the ultimate meaning for a sign or signifier.
EXAMPLE:

The caption does make sense because it is saying, “This is not a pipe – it isn’t a pipe because it is only a painting of a pipe. It isn’t a physical object but the caption is a denotative aspect but it can be classed as an icon or symbol.




Semiotics in Advertising
Semiotics in advertising is used as a tool to persuade the public or an audience, to grab their attention and become interested in their brand and product. Some adverts try to expand culturally by connecting certain mythological elements into an advert. “Some advertising attempts to connect cultural myths in our society with the advertising” (Manral 2011). This quote explains exactly what this point means. Advertising also tries to use semiotics in order to get people engaged by their own interpretation – “Semiotics are frequently used in advertising to signify an advertiser's message through the use of signs or symbols” (Lewis 2015). They do this by using semiotics to deliver a brief explanation through pictorial representations that may seem easier to understand than intimidating words. There’s example to the right, this is a ‘Gatorade’ advert that uses signifiers, which people may be used to and the ‘signified’, would be elements that people generate from their interpretation. An example of that would be energy, power or adrenaline.
Semiotics seems to be sole essence in advertising and this is made clear here, “The intent of advertising is to associate desire with commodities and services, and to cement feelings of positive affect to brands” (Goldman, Papson, Kersey 2003). Semiotics can clearly make advertising have more emotion, giving it ’humanity’, a magical element that can subconsciously latch onto people’s interest.

This image to the left would be an example of a memorable advertising campaign because it seems persuasive and something influential. The semiotics in this advertisement are shown with powerful signifiers and signified, which conveys an enforced message that would definitely get some people to purchase the product, however, it may be difficult to understand for some.