Sign – A semiotic sign is a small unit of communication that carries meaning. Signs include objects and visual images, words, sounds and sound effects, design elements and physical gestures. The meaning of signs is culturally and historically specific. The meaning of any sign is decided by the culture and context within which it is used.

Text – TV ads, restaurant menus, the webpages of retailers, songs, movies, video games, paintings, the last email you sent and the last photo you posted on Instagram, as well as this book, are all examples of texts. A text is a piece of communication that conveys meaning and that is composed of multiple semiotic signs. A simple text might use only one semiotic code; alternatively, texts of ten combine codes to create complex messages.

Semiotics improves marketing and has a proven effect on sales.

Find out more by reading Using Semiotics in Marketing (koganpage.com)

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Market Research Society (MRS), Kogan Page Marketing & Communications, Lawes Consulting Ltd, Dr Rachel Lawes, Joe Lawes

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