Semiotics

Whether in Paris, Lyon or abroad, semiotics is the study of signs and sign systems, their meaning and interpretation.

Systematic study of the signs that allow communication, whether visual, textual, verbal. Semiological analysis is interested in the mode of production of messages, their articulation, their explicit or implicit meaning, their referents.

In marketing, visual semiotics is particularly valuable for the creation and analysis of logos, packaging and advertising creations.

In particular, it makes it possible to research how certain signs can help to more effectively convey an advertising message intended for the consumer. “The semiotic effect, not the physical effect, is the dynamic interpreter. The sign can produce dynamic interpretants which are feelings, emotions or moods.

We can classify a sign according to these affective interpretants by sympathetic signs, ”writes David Savan. Because the semiology dear to the linguist Ferdinand de Saussure is often considered as a general science of sign systems, the term “semiotics” is sometimes used as a synonym, or even “semiotics” in respect of the Greek spelling dear to Charles. Peirce. Certain purists sometimes put forward the differences between semiology and semiotics.

In any case, semiology should not be confused with semantics. Semiology is often put to good use by marketing: “Determining the positioning of a brand first involves analyzing the“ positions ”of other brands. The semiology which analyzes the signs, the meanings and the sensitivity of the brands is then a tool in phase with this marketing objective, and this all the more so when one develops a dynamic analysis which updates the outdated communication niches and those which are formed ”, Renaud Degon analyzes.