SEMIOTICS, SYMBOLS, FIGURATIVE LANGUAGE & MARKETING COMMUNICATIONS PDF

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Brief description on what are semiotics, symbols, figurative language & marketing communications....

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SEMIOTICS, SYMBOLS, FIGURATIVE LANGUAGE & MARKETING COMMUNICATIONS -

Semiotics 'is the study of signs and the analysis of meaning-producing events' (Chitty et al. 2018 p. 51).

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Signs are stimuli that may include both linguistic and non-linguistic signs: 

Signs contain no meaning in themselves; they must be paired with a person's internal responses. They are most effective when they are common to both the sender and receiver.

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'The fundamental concept in semiotics is signs' (Chitty et al. 2018, p. 51). They are the stimuli that are used to evoke an intended meaning to an audience

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Meanings are the thoughts and feelings evoked by the stimuli: 

Meanings can be considered 'the perceptions (thoughts) and affective reactions (feelings)' of the receiver (Chitty et al. 2018, p. 52). They are evoked by a stimuli (signs), are internal and subject to individual interpretation.

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External influences can influence meaning during communication. Marketing communications take place in cultural and social environments that are already loaded with meaning

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Symbols and figurative language: 

Often these types of symbolic relationships are established using figurative or non-literal language.

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Common forms of figurative language used in marketing communications include simile, metaphor and allegory.

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All symbols and figurative language that are utilised by marketers all have the one common purpose to convey meaning....