Professional Documents
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ideology in
advertisements
Signs as Signifier, Signified, Sign (Ferdinande de Saussure)
A sign is anything with meaning to a
person or group of people.
Signs consist of the Signifier, the
material object, sound or image,
and the Signified, which is its
meaning.
The signifier and signified are only
divided for analytical purposes, as
in practice a sign is always ‘thing
plus meaning’ (signifier+signified)
The relationship between the
signifier and signified is not natural
but arbitrary and based on
convention.
So there aren’t any intrinsic links
between signifiers and signifieds,
and the meaning of signifieds or
concepts
• For example, our minds attach the word “apple,” or the
drawn figure of an “apple,” as a signifier to the idea of
an “apple,” that is, a type of fruit grown in temperate
environments.
• Apple is the sign made up of a signifier and signified
Semiotic analysis of ideology in advertising: Application of Saussure
and Peirce theories of semiotics.