Semiotics

"The theory of signs and symbols in language and the meanings they convey. In marketing research, semiotics is used to identify and evaluate the true meaning that underlies consumers' linguistic responses, to decode their cultural frames of reference and behaviors."

There are many different terms of describing semiotics and the definition above is one of them. It is all about looking out for the signs and signifiers in media. This is where denotation and connotation comes into it. Denotation is noting what you see in an advert and all the aesthetics. But connotation is dissecting the advert and noting what the real meaning of it is. As an example I am going to look at an old Coca-Cola advert and find out the real meaning of it.

At first glance of the advert, all you see is one man giving another man a coke. You can also see text and another bottle of coke at the bottom right. The wording at the top says "Stop for a pause.. Go refreshed". To some people this may just look like a catchy phrase. But when you connotate the advert as a whole you notice that the wording is very persuasive. The coloured "STOP" and "GO" are intended to make you want to stop and go for a coke. The text at the bottom isn't asking you whether you would like one, it is telling you that if you buy one then you will instantly become refreshed again. The italics are intended to catch the audiences' eye. Finally, back in the era when this advert was created, social class was a very huge deal. However, Coca-Cola wanted to deliver the product to any class (as you can see in the advert). They are showing that no matter how much money you have, Coca-Cola is made for you.