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Semiotic entails the study of symbols, signs, as well as signification. It also involves studying the creation of meaning, as well as what that meaning is. There exist three areas of semiotic namely descriptive, pure, and applied. Since Semiotic is all about sign doctrine, the company had to withdraw the logo in order to prevent the market loss. Semiotics ensure the examination of signs as the means by which human beings do represent the globe, to ensure the presentation of information, to suggest, to influence, to obfuscate, or to deceive. In our case, the Muslims became offended because they believed that the logo put forth by the company did insult their faith. The entity of semiotic comprises of the vehicle of sign which bears a meaning (Mooij & Sandoval, 2005).

Semiotics is often utilized in the process of advertising to ensure that the advertiser’s message is reaching the audience through the utilization of symbols and signs. It is easy to comprehend a sign as a symbol or a signifier that implies something else. In advertising, semiotics are utilized in persuading individuals to buy the products. Semiotics is a great determinant of the success as well as the success an endeavor. When the visual, verbal, as well as performance are effectively deployed, companies gain the capacity to reach numerous customers. The elements of semiotics include rituals, logos, colors, text advertisement, tag lines, and cultural symbols, among others (Hürmeriç & Bıçakçı, 2015).

A sign in this case was a logo which the council believed that it was a representative of another thing. The representing object or the sign can be having a material representation so long as it has the capacity to accomplish the function of representation. This means that a sign can represent an object in another setting and vice versa meaning that a sign can be perceived as a “functional unit”. The sign’s standard functional status implies that its existence is linked to its incorporation in a meaning-making process entails the sign production and comprehension process. The process of semiotic means that an individual may deduce something from phenomena that one considers to be something else, namely the object, and the link between the object and the sign is provided the specification based on the code. Although the company was using the words in its logo for the purpose of increasing sales during summer, the Muslim on the other hand interpreted this differently by indicating that the message was interfering with Muslim religion. Semiotics reveals the role that words as well as signs can play when it comes to social life (Mooij & Sandoval, 2005).

Semiotic incorporates the data collection as well as analysis drawn from various kinds of communication in various forms of media such as visual and verb. Semiotics also entails studying the trends of culture, non-verbal clues, language, social etiquette, behavior norms, and rituals. It also involves the comprehension of how the numerous brands have an interaction with each other of how it influences the target audience. Among the semiotic advertising instruments include indexes, symbols, as well as icons. Semiotic also involves the process of studying symbols and signs. Semiotics is usually a valuable theory as well as method since it help in ensuring measurable and concrete data in the surface’s text. It studies the role played by signs in social life (Hürmeriç & Bıçakçı, 2015). Numerous corporations across the globe have utilized semiotics in their bind to market their products, and one such example is Nike.


Mooij, M. K., & Belén Sandoval. (2005). Global marketing and advertising: Understanding cultural paradoxes. Thousand Oaks, Calif: SAGE.

Hürmeriç & Bıçakçı (2015). Reflections of sustainability on corporate communications: semiotic analysis of global automotive brands’ corporate advertisements. Global Media Journal TR Edition, 6 (11).