Semiology

Semiotics is the study of signs, or the unspoken language. It is used in many adverts in order to convey a message that resinates on a personal level within the viewer, rather than giving them the answers outright.

 

For example; this ad for the Peugeot 407.

 

Upon first glance the print ad looks like a mess of squiggly roads, and hell to drivers. But with some thought, semiotics start to subconciously send the message.

So, as can be seen in the image, a easily driven flat road is topped with a hectic hard to understand road, this itself suggests that driving this car is as smooth as driving a nice, smooth road even when your driving through a drivers nightmare as pictured above. This then twinned with the copy to the right 'with 3D Sat Nav technology' It can be understood that when using this new technology, even if you are driving into hell's roads, you wont get lost and its easy going! And it doest give all that information in the ad, just an image.. that is semiotics.

 

Another example would be this:

 

It's striking because we all understand who the advert is portaying, and it makes us confused as to why they are using Hitler as he is'nt a topic that enjoys to come out in everyday conversation. Which also shows how connotations and meanings of different things can be portrayed through semiology. Once you see the right of the image, it can be acknowledged that it is now Charlie Chaplin. Which makes you kick yourself, because they are both identical images, but with the one on the right wearing a hat, ahh Charlie Chaplin! This then added to the copy 'Its the hat' and the brand's name on the top right, which is a hat selling brand, sends the message of "the hat makes all the difference", and as many people strive to differ themselves, as noone is ever happy in their own skin, makes you want to go and buy a hat!