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Marketing Communication Contents Introduction 3 Semiotic Analysis 3 Conclusion 10 Reference 12 Introduction The study aims to demonstrate how semiotics is one of the powerful tools in order to reveal concealed meaning in advertisements. The essay deals with print ads of UCB and aims to depict the underlying meaning of each of the three print ads.
In the third section, semiotic analysis is done on the advertisement of United Colours of Benetton and has been interpreted depicting the underlying meaning of the advertisements. Semiotic Analysis Semiotics deals with symbols which occur in the form of pictures and text along with underlying meaning. Since advertisements both print and television tends to make an extensive use of signs and symbols in order to generate awareness about the product and the brand along with cultural meaning (Murphy, 2007). Semiotics has been applied in various fields such as film, medicine, theatre, zoology, architecture and other fields which involve communication and transfer of innovation. Two key notion of semiotic analysis are signs and relations. A text like ‘Star Trek’ can be interpreted as system of sign and the meaning stems from system and sign which ties them together. In semiotic analysis temporary and arbitrary separations are made in between the form and context and attention is mainly focused on the system of sign which makes the text. The essay deals with signs and not text so the discussion will mainly involve signs and its forms. Semiotic is concerned with sign and are made up of three main areas which includes are the sign, codes and the culture. ...
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