Social Semiotics
Discovered by Swiss linguist Ferdinand de Saussure and American philosopher Charles Sanders Pierce, the field of semiotics examines the connection between signs, anything that represents something else (Riera 2021), and how we perceive them. Semiotics is derived from the Greek words semeio ( meaning interpreter of signs), and the word tikas (meaning pertaining to). Semiotics is important because it helps us decipher the meaning behind signs, especially those that have to do with marketing. Some of the rules associated with semiotics/methodology are sign, context, and meaning (Riera 2021). Sign or the signifier determines how information is interpreted by the receiver. Context refers to the specific meaning of conversations or interactions that provide relevant information. Meaning is how the recipient determines the meaning behind a sign or context , based on personal experiences. ...