Semiotics: Recognise the signs

The approach of semiotics is to explore all the things visual and auditory that exist to make the climate right for an idea.

Semiotics: Recognise the signs

Tim Stock and Marie Lena TupotscenarioDNA

Using semiotics can help in anticipating new concepts ahead of time, enabling a brand to track the meaning and where it's heading.

Semiotics, simply put, is the study of signs. Simple enough. Signs are collected and examined every day to help us gain a better understanding of meaning. In advertising, as we know it, those signs are leveraged and used by brands to better and more succinctly convey their intent. That's nothing new. Used in this manner, semiotics has been thriving quietly as an academic add-on to bring dimension...

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