SEMIOTICS

SEMIOTICS is the study of signs and symbols, symbols and signs that we find in our everyday life and are able to recognise from their distinctive signs. For example, McDonalds,            a worldwide known restaurant which we can identify its semiotic from anywhere in the world.

The following video (which is an example of a semiotic) is a Nike Advert: http://www.youtube.com/watch?v=PueqGYoyRt4&NR=1  

The advert starts with a little boy kicking an empty can; at the same time there is an emphasis on the boy’s shoes where immediately the audience can recognise the brand which is NIKE. Later on the NIKE logo appears again in the football and the football player’s clothes.

The story unfolds and it passes on a message, a message about achieving your dreams, facing fears of life and challenges and trying to overcome those fears. Furthermore, the song (California Dreaming, by Jose Feliciano) that plays in the background plays a significant role too. What makes it important and effective to the audience is the lyrics that encourage you to pursue and fight for your dreams and even though life might bring some difficulties, the most important is to overcome them and reach for your goals.

This commercial advert increased consumption of the NIKE products and passed on a very strong message.