Charles Sanders Pierce distinguished three basic types of signs: icons which resemble their object, indexes which have a direct connection to their object like smoke indicating fire, and symbols which connect to their object through convention like words. Semiotics is the study of signs and symbols, and it examines their use in advertising where some cultures employ more symbols than others. Important signs and symbols in advertising include packaging, colors, letters, and numbers which form association networks in memory and can have strong cultural meanings.

1. Chapter 3Icons, Semiotics, & SignsHayfa Hussain @23345Lama Touckley @24043LinaBashir @23869

2. PierceCharles Sanders Pierce is one o f the founders of semiotics as a discipline.He distinguished three basic types of sign which are the icon, index, and symbol

3. IconAn Icon: bears a resemblance to its objectExample of an icon is the M in the Gmail.

4. IndexIndex: is a sign with a direct existential connection with its objectExample of an Index is for instance if you see large amount of smoke coming from far away, its is an indication that there is a fire burning somewhere.

5. SymbolSymbol: a sign whose connection with its object is a matter of convention, agreement, or rule.Words, images, and numbers can all be symbols.

6. SemioticsIs the study of signs and symbols.It is in many countries and integral part of advertising theory.It is used more in France and Eastern Europe than other countries. It is relate to writing and language. Some cultures use more symbols in advertising than do others.

7. Examples of Semiotics

8. Signs & SymbolsImportant part of association networks in our memory: package, colour, letters, and signs. Colours can have strong cultural meanings.Numbers can be particularly meaningful as well.

9. Examples of Signs & SymbolsThe colour black is the colour of mourning in the Western world.In China white symbolizes mourning.

10. Thank You For Listening!