Semiotics used in Advertising

What are semiotics?

• Helps us make sense of visual imagery around us so we are able to encode/decode
• Symbols
• Who's who. What's what.

Example of Semiotics-- 

SAAB "Born from Jets"

• Originally associated/related to air crafts-- everything related to aircraft 
• all qualities relate to aircraft--relate to SAAB

The transfer of qualities of an air craft and SAAB= Semiotics

Breitling Watch Advertisement

This advertisement is implying that this watch will make the consumer feel like the man featured in the advertisement. Very serious, outdoors-like, natural, sophisticated, and successful. Using this tactic helps the advertisement because many people will see this ad and view the man as a role model, or someone who is living the American Dream. Therefor, they are more likely to invest in this watch in order to get closer to this image for themselves.