The document discusses semiotics, focusing on its definition, significance, and applications in marketing, particularly in understanding consumer behavior and communication. It distinguishes between 'signifier' (the physical form of a sign) and 'signified' (the meaning or concept expressed), emphasizing how these concepts interrelate. The paper concludes that studying semiotics can help decipher cultural trends and enhance brand communication in relation to consumer responses.

1. Read Marketing through Sign, Signifier and
Signified
 Presented By: Abulhasan H. Aabedi
 Topic: Reflection of Oliver in India
 Paper No. 6 Victorian Age
 Roll No: 01
 Enrollment No: 2069108420180001
 M.A. Sem-2
 Batch: 2017-19
 Email id: abediabul@gmail.com
 Submitted to: Dept. Of English MK Bhavnagar University

2. Definition Of Semiotics
 It has the study of signs and symbol.
 It looks how signs and symbols are used to communicate
and develop interpretations.
 Derived from the Greek word “Semeiotikos” which
means an observant of signs.

3. Advantages of Semiotics
 Allows us to break down a message into its component
parts and examine them separately and in relationship to
one another.
 Allows us to look for patterns across different form of
communication.
 Leads to go beyond the words or symbol.
 Helps us to understand how our culture and social
conventions relate to the communications we create.

4. Ferdinand De Saussure(1857-1913)
 He was a Swiss Linguistic who created the term
“Semiotics”.
 He is one of the founders of 20th century Linguistic.
 He distinguished between Signifier and Signified.
 Influenced- Barthes, Levi-Strauss, Lacan, Althusser,
Foucault, Derrida, etc.

5. Signifier vs Signified
 Signifier is a sign’s physical
form.
 Signifier can be a printed
word, sound, image, etc.
 A signified can not exist
without a signifier.
 Signified is the meaning or
idea expressed by a sign.
 Signified is a concept, object
or idea.
 A Signifier without a
signified is noise(in spoken
language).

7. Denotation and Conotation
 To understand sign, signifier and signified one
should know the meaning of Denotation and
Connotation.
 Denotation: the literal meaning of the sign.
 Connotation: The suggested meaning of the sign and
the culture conventions associated with sign.

8. Denotation Connotation
 Sight
 Eyes
 Lens
 Glass
 Intelligence
 Scientist
 Teacher
 Physical weakness
Spectacles

9. Sign
 According to Pierce every thought is a sign and every act
or reasoning of the interpretation of signs.
 Signs function as meditators between the external world
of objects and the internal world or ideas.
 The interpreter understands the sign through previous
knowledge and experience.

10. Semiotics- the science of holistic brand
communication
 “Semiotic theories and methods can be used to identify
trends in popular culture, understand how consumer
attitudes and behavior are formed in relation to popular
culture, including brands, and how marketing and
advertising programmes can best meet the needs of
consumers by improving communication with the end
user.”
- Laura Oswald(M.S.I)

11. Read Marketing through Sign, Signifier
and Signified

12. What are signifier and being signified?

13. Nestle company’s logo

15. From my perspective

16. Conclusion
 To conclude, we can say that semiotics involves studying
cultural trends language, non-verbal cues, behavioural
norms, social etiquette and rituals.
 It also includes understanding how the various sensory,
emotional stimuli of a brand targeted recipent.
 So, we can say that market control how consumer would
respond to a brand given their current socio-culture
context.

17. Resources
 Works Cited
 Difference between signifier and signified. 02 March
2017. 21 March 2018
<http://www.differencebetween.com/difference-
between-signifier-and-vs-signified/>.
 Roke of semiotics in market. 13 may 2012. 21 March
2018 <http://coolerinsights.com/2012/05/the-role-of-
semiotics-in-marketing/>.
 wikipedia.
<https://en.wikipedia.org/wiki/Ferdinand_de_Saussure
>.