Editorial

Semiology is the root of how we find meaning through signs. Advertising is a pivotal force in our society. Exploring semiosis and the imbedded ways its theory is used in our social communications is key when in the creative industries. Advertisements are tailored to speak to us all on personal levels. Whether semiotic theory is used subconsciously or obviously, the use of this incredible theory allows advertisements to connect to us on deeper levels.

 

We see advertisements that feature generations old traditions, and ones that include new age slang and things identifiable to our current generation. Semiology is used consistently in our advertisements because we give meanings to our meanings. We grant meanings based on our personal context, which taps into the mythologies of the mind theory. Colours connotate different meanings to different people, objects have different meanings to different people.

 

This is the base theory of semiosis, how and why we grant meanings. The best advertisements have a plethora of meaning, good and bad. Meanings are made in context of personal meanings and the greatest advertisements are known for their amazingly smart creative ways all made possible by the use of semiotic practice. 

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The most successful advertisements are ones that connect to your mind without you digging for a meaning, the meaning should be instantaneous, whether it is the same meaning as other people or not. Adverts such as immediately recognising an iconic generation old business tradition, such as Cadburys iconic 'Glass and a half' and McDonalds curvy 'M'. 

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Both of these things are made through very smart semiotic theory. They focus on these traditions because they are imbedded in thousands of us to recognise visually only. This is why there are so many advertisements out there that are insanely clever, they advertise to the already imbedded information you have.