Demystifying Semiotics: Some Key Questions Answered

The paper explores the nature, language, methods and applications of semiotics. It is necessary to understand, for example, a piece of advertising in terms of its visual signs, linguistic signs, aural signs, the implied communication situation, structure, genre, etc. Examples are given to illustrate the methodology. Thus gold had traditionally been shorthand for riches and wealth but is currently (2002) becoming somewhat down-market in, for example, the biscuit sector. Upmarket biscuits are being marketed in corrugated cardboard packaging and subdued colours. The paper concludes with a glossary of semiotics terms.