Hall, Sean. This Means This, This Means That : A User’s Guide to Semiotics, Laurence King Publishing, 2012 (Chapters 1 & 2) pgs 21-67.
After reading it, my own words to define the sign is the basic of language, the combination of two inseparable elements, the signifier and the signified. A linguistic symbol used to express an abstract concept is called a signifier, and the concrete meaning expressed by a linguistic signifier is called signified. For example, colorful flowers are the signified, and the flower is the signifier.
Mcdonald’s would be considered a symbol in Peirce’s terms. The McDonald’s logo with a capital M is also impressive. It can be said that today, in the eyes of many countries in the world, the golden “M” logo always represents McDonald’s. The golden logo “M” has no resemblance or direct connection to food, but through gradual accumulation, it has become the symbol of McDonald’s.
“Tomorrow Starts Tonight” is a campaign launched by IKEA in collaboration with the UK-based agency Mother London. The campaign highlights the fundamental role of sleep in our daily lives. There are two parts to the ad, an ad and three billboards. And I am going to talk about the three IKEA billboards. IKEA uses a metaphor in the sign in the advertisement. IKEA emphasized the benefits of sleep by combining sheets with functional drinks, quilts with anti-aging creams, and pillows with vitamin supplements. Just getting a good night’s sleep gives you the effect of all 3 things – functional drinks, anti-aging creams and vitamin supplements.
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