A proper
definition is provided by Griffin (2012, p. 332) as the "the study of the
social production of meaning from sign systems; the analysis of anything that
can stand for something else."
It needs to be reminded that a sign is only possible with the presence of both the signifier and the signified. A sign can be words, gestures, sounds, objects or images. Basically anything that the normal 5 human senses (sight, smell, touch, taste & sound) can read or interpret can be considered as a sign.
Signifier + Signified = SIGN
The image above shows an advertisement of the new Audi
R8 GT Spyder. The signifier in the advertisement is basically the word ‘JOY’
though it is spelled ‘JOOOOY’ as the 4 O’s represents the Audi symbol. The
phrase ‘JOOOOY finally has meaning’ is the main signifier followed by the image
of the car itself. The phrase on the advertisement acts as a catchphrase which
will capture the attention of people and then their attention will shift to the
image of the car.
This is an example of modern advertising where according
to Bianchi (2011) it is more interested in conveying passions and emotions
where in this case the word ‘joy’ is associated with a car.
When
the name 'Audi' is mentioned, the first thing that comes to the mind of most
people would be that it is a luxurious brand of a car and that it is European
made. It needs to be noted that a signifier may have many signifieds. In other
words, it may mean differently to different individuals. (Porcar 2011)
For example; maybe to some individuals Audi is an expensive
brand while for other individuals they may see it as just a typical European
made car.
To
interpret signs, there must be codes where it is a set of rules agreed upon a
particular community. According to Chandler (2007), a code provides a framework
within which signs make sense. He continues explaining that a code is a set of
practices familiar to the medium operating within a broad cultural framework.
(Chandler 2007, p. 148)
It is safe to assume that almost everyone in
the world knows the Audi brand. However, if a particular society have not known
what an Audi is or even heard about its reputation or even not know what is a
car, then the advertisement above is then cannot be understood by that
particular society leaving it to be a useless advertisement.
Porcar
(2011) cited Jean-Marie Klinkenberg’s opinion which
relates signs and codes where “signs cannot be isolated from the codes that
confer upon them a status, nor can these codes be isolated from the channels through
which their signs manifest themselves or the context in which they are updated”
The
denotation of the advertisement above is the word 'joy' though it is spelled
with 4 O's as it is the Audi symbol and also the car itself. The phrase ‘JOOOOY
finally has meaning’ situated at the middle of the advertisement image and the
image of the car below at the left side of the advertisement. Denotation is
defined by Griffin (2012, p. 336) as the ‘descriptive sign without ideological
content’.
The
connotation of this advert will be what the ideology that the sign is
representing. The word joy basically means a feeling of great happiness or
pleasure which is what the advertisement is trying to tell to those individuals
concerning the new Audi R8 GT Spyder. The phrase 'finally has meaning' also
contribute to the connotation where joy is basically owning the new Audi R8
Spyder. The term connotation is further explained by Cobly and Janz (1997) as a
term used to refer to the socio cultural or even personal associations of a
particular sign.
A
sign anchorage is also present in the advertisement which is basically the Audi
symbol. That symbol alone is strong enough to make people understand that it is
all about the Audi R8 GT Spyder. Without the sign anchorage, the advertisement
may represent different things that may shift in a direction that has nothing
to do with the main objective of the advertisement such as a racing
advertisement or even JOOOOY is a brand for car tires.
An
anchorage is used to specify a particular sign towards a particular meaning.
(Chandler 2007).
Personally I find this theory very useful especially for communication students as we can see 'signs' everywhere and how they have their own functions. The theory provides us with a different insight now on how signs are used and placed. We can also see how signs may affect people and that how it may trigger them to think on a specific matter or subject or to persuade as what most advertisements are trying to do. However it can be seen that not all signs are effective in their functions, some may just ignore it totally despite knowing their function or what it means. Individuals are given the power to choose or simply said; the power of choice. Either they let themselves be affected by the signs or not at all.
Reference List:
Bianchi, C. (2011) Semiotic Approaches To Advertising Texts and Strategies: Narrative, Passion, Marketing. Semiotica, 183, 243–271.
Chandler, D. (2007) Semiotics: The Basics. New York. Routledge.
Cobley, P., Jansz, L., (1997) Semiotics for Beginners. London. Icon.
Griffin, E., (2012) A First Look At Communication
Theory (8th Edition). New York.
McGraw Hill.
Porcar, C. (2011) Sign and Meaning: A Semiotic
Approach To Communication. Journal for Communication and Culture, 20-29.
