Hall, Sean. This Means This, This Means That : A User’s Guide to Semiotics, Laurence King Publishing, 2012 (Chapters 1 & 2) pgs 21-67.

  • Using an example, define Saussure’s terms sign, signifier, and signified in your own words.
  • How are signs employed in visual communication? Provide a visual example from contemporary or historical advertising and explain why the example is considered an icon, index, or symbol in Peirce’s terms.
  • How are non-literal devices used to convey meaning in advertising and/or social media? Provide a visual example from contemporary or historical advertising and explain which type of non-literal device (simile, metaphor, metonym, synecdoche, irony, lies, impossibility, depiction, or representation) is being used and why.

In Saussure’s theory of semiotics, it is explained that the language is constructed through the relationship between the sign, signifier, and signified. The sign is the combination of the signifier and signified. The “signifier” is the physical form of the sign. The “signified” is the concept or meaning that the signifier represents. One example of this can be the word “Tree”. The signifier is the letters themselves, and the signified would be the concept of a large organic object with branches and leaves. 

Signs are employed in visual communication such as advertisements. One example of the signs employed in visual communication is the “I Love NY” logo. According to Pierce’s terms this logo would be considered a symbol because it represents something beyond itself. The signifier for the logo would be the heart shape which represents the concept of “Love” and when put together with the letter “NY”, it signifies the love for New York City. 

One example of a non-literary device used in advertisements is Apple’s advertising campaign “Think Different.” The phrase is a metaphor for Apple’s approach to technology. It encourages customers to embrace new technological innovation. This creates a sense of inspiration to customers who would see themselves part of the community that values innovation and creativity. 

To conclude, non-literal devices are really important tools for advertising as well as social media. It enables the designers to share very complex ideas in a way that it’s impactful and memorable to the audience.