Semiotics - Symbols, Icons, Index & Advertising (Gucci)

Semiotics

Semiotics:

1. (Linguistics) the study of signs and symbols, esp. the relations between written or spoken signs and their referents in the physical world or the world of ideas.

2. (Medicine) the scientific study of the symptoms of disease; symptomatology

·       A picture of skull and cross bones next to a pack of cigarettes could be used to advertise the harmful nature of cigarette smoking

·       The intent of advertising is to associate with commodities and services, and to cement feelings of positive affects of the brand.

An index is looking more at a relation to the object or image so they are visualizing the similarities rather than directly portraying it, example of index’s are road signs:

1.    Facebook logo – Symbol

2.    Cartoon Tree – Icon

3.    Lip Stain – Index

4.    Recycle – Symbol

5.    Scan – Index

6.    Statue of David – Icon

7.    Van goghs painting of sunflowers – Icon

8.    Piggy Bank – Icon

9.    BBC – Symbol

10. Phone - Icon

Marketing messages have three basic components:

1.    Object: product that is the focus of the message

2.    Sign: sensory image that represents the intended meanings of the object

3.    Interpretant: meaning derived

An example of semiotics in advertising is the add for the new woman’s fragrances “Gucci Guilty”, it shows a naked woman wearing a pinky-red lipstick with a slight gloss to it, a sexy smokey eye, looking very seductive, desirable and guilty while being caressed by a man while staring at the photographer/viewer. The message behind the ad tells the audience that if you buy and wear this fragrance you too will become irresistible and it will allow you to indulge on those “guilty pleasures” and will make you feel more attractive to men.