The use of Semiotics The use of Semiotics in music videos and in music videos and marketing packagesmarketing packages

By Madeleine StidderBy Madeleine Stidder

What is semiotics?What is semiotics?• We live in a world of signs and communicate We live in a world of signs and communicate

through themthrough them• We learn to decode these visual images by We learn to decode these visual images by

becoming familiar with the rules that govern  becoming familiar with the rules that govern  how component parts work togetherhow component parts work together

• The study of signs and their meaning is called The study of signs and their meaning is called SemioticsSemiotics

• According to Roland Barthes – “an image is According to Roland Barthes – “an image is denoted. It has connotations, these may differ denoted. It has connotations, these may differ according to culture” according to culture”

• For example in America the number 13 is For example in America the number 13 is thought to be unlucky by in Spain it is thought to be unlucky by in Spain it is considered lucky.considered lucky.

A RoseA Rose

• The symbol of love.The symbol of love.• Red the colour of love.Red the colour of love.• Petal symbol of female genitals.Petal symbol of female genitals.• Deflowering of a virgin associated Deflowering of a virgin associated

with the rose.with the rose.

The CrossThe Cross

• A symbol of religion.A symbol of religion.• Symbol of Christianity.Symbol of Christianity.• Linked to the Church.Linked to the Church.• Linked to story of Jesus.Linked to story of Jesus.

5 Pointed Star5 Pointed Star

• Symbol of Religion.Symbol of Religion.• Symbol of Judaism, called David’s Symbol of Judaism, called David’s

star. star. • Also known as Satan or the devils Also known as Satan or the devils

sign a pentagram. sign a pentagram. 

SwastikaSwastika

• Symbol of the Nazi’s in 1930’s and 40’s Symbol of the Nazi’s in 1930’s and 40’s GermanyGermany

• Symbol of racism particularly against Symbol of racism particularly against JewsJews

• Symbol of evilSymbol of evil• Until the Nazis used this symbol, the Until the Nazis used this symbol, the

swastika was used by many cultures swastika was used by many cultures throughout the past 3,000 years to throughout the past 3,000 years to represent life, sun, power, strength, and represent life, sun, power, strength, and good luck. good luck.

A DoveA Dove

• Symbol of PeaceSymbol of Peace• Colour white symbol of purity.Colour white symbol of purity.

Semiotics in marketing Semiotics in marketing packagespackages