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...