Advertising as A Communication Element in Semiotics

Semiotics is the science that studies signs and symbols. Semiotics deals with symbols in the form of text and pictures, with their underlying meaning and how they are interpreted. Semiotics is the science that studies the signs, of which each language is composed, signs that can be verbal or nonverbal; it is the discipline that can be used to access different areas, including advertising. Advertisements have many hidden signs and meanings within them, for example brand name, logo, colour, trade mark etc. One of the goals of semiotics is to learn and interpret the message which is conveyed in advertisements. Semiotics aims to study in depth the advertising text , going beyond a superficial reading, to analyze the sense structures, the syntax, semantics of advertising. Advertising is communication. The messages that follow the ads, transmit content, which may refer to the language communication functions