De-mystifying 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.

Demystifying Semiotics: Some Key Questions Answered

Rachel Lawesdefine Research & Marketing Interenational Plc

Introduction

This paper is titled 'demystifying semiotics' so let me begin by talking a little bit about why semiotics needs demystifying and explaining why I would want to try and do that. On the one hand, semiotics seems to be everywhere you look. It's been around for a long time, it gets at least a cursory mention in the standard textbooks on researching consumer behaviour and there probably isn't a single market research supplier or client who doesn't know of its existence. On the other hand,...

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