The Use Of Semiology In Advertising

Abstract

Semiology whose origins are based on Saussure’s theory of language and whose system is a set of relationships between signs and in signs, is widely used in advertisements. The signs are constituted the signified (acoustic image) and the signifier (concept) which constitute also the structure of the advertisement’s message. This message is the result of the advertising work which consists of transforming the ideals and thoughts into visual images or acoustic images which reflect the past, the present at the future of the social life. The tools of the advertising-work are the signs formed by signifieds and signifiers emanating from the relations between the signs or the referents. Advertising has also the individual as a tool; because it is made for the people and from the ideals of the people. The individual himself, is a role player in this transfer. He himself does this, as the advertisers reflect their modified feelings and life-style to influence them. To clarify this role playing perspective, the perceptions of the people are analysed in the research part of this study, in which the advertisements of Camel cigarettes, the Titanic and Absolut Citron vodka are used.