What is Semiotics

Semiotics is the science of signs, of sign systems and their meaning.

Semiotics is based on the assumption that everything is communication.

So, texts (verbal communication) and images (visual communication) are complementary systems of meanings, for instance in print and online advertising, in a TV ad and in the entire corporate communication.

In practice, the semiotic analysis helps to identify the real communication of a message of a combination of text and image.

Semiotics provides scientifically sound answers to the question on meaning transfer, for instance:
Based on websites, social media, product catalogs, ads or billboards how do decisions to act and buy occur? What communicative codes are effective in what situations, social and cultural settings?

Semiotics has answers to these questions.


Areas where semiotic analysis is used

  • Semiotic efficacy analyses of the transported message to the target audience
  • Strategic decision-making tool for an effective marketing mix
  • Semiotic efficacy analyses of print and web communication
  • Semiotic brand controlling
  • Semiotics as a controlling instrument for the marketing budget
  • Recommendations for the correct semiotic design of communication tools

Areas of semiotic analysis:

  • Ads
  • Advertisements
  • Advertising texts
  • Annual reports
  • Articles
  • Brochures
  • Claims
  • CI / CD
  • Company profiles
  • Customer magazines
  • Documentation texts
  • Editorial texts
  • Headlines
  • Invitations
  • Leaflets
  • Letters
  • Logos
  • Magazines
  • Mailing texts
  • Newsletters
  • Newspaper reports
  • Press releases
  • PR texts
  • Prospectuses
  • Radio ads
  • Slogans
  • Web pages
  • And others