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Semiotic, the study of sign, and more specifically, it can be defined as “a science which studies the role of signs as part of social life” by Swiss linguist, Ferdinand de Saussure. Sign can be words, sounds, pictures or even body language. In order to study these signs, we need to understand what is involved in semiology. There is usually a meaning behind every physical object. The physical object is termed signifier. The concept meaning behinds the object is termed signified. The meaning of the sign can be varied depends on reader’s culture aspects. The main emphasis is placed on how a text is read, implying the reading is the process of discovering meanings that when only individual negotiates or interact with the text. “Negotiation takes place as the reader utilizes aspects of his/her own cultural experience to understand the codes and signs that make up the text. The various aspects of so-called 'decoding' or 'meaning making' are divided into specific categories that combine to form the frame for a comprehensive semiotic analysis of any text.” (Fiske, 1990:3) Also, there’re two terminological distinctions between 2 different types of meaning, which are denotation and connotation. Denotation is the “first order” of signification generated by the signifier and signified. Whereas connotation, it’s the “second order” of signification. Basically, let’s use a magazine ad as an example. The denotation would be what is being photographed, and the connotation would be how it is being photographed. Therefore, in this essay, advertisement will be examined, in order to show how is semiological analysis being used in analyzing an ad. Before we go any further, we need to know the meaning of advertising, or advertisement. Advertising is “the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media."(Bovee, 1992: 7) Thus, the underlying philosophy behind advertising is commercial.
Approximate Word count = 1239
Approximate Pages = 5
(250 words per page double spaced)
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