In the second week we looked at semiotics/semiology, which is the study of signs and sign processes. Semiotics are made from “linguistics” [Meaning the study of languages].
The term semiology was coined by Swiss Linguist Ferdinand de Saussure in his lecture on “Structural Linguist” (1907-1911), while semiotics was coined by American philosopher C.S. Pierce. There are three types of “Semiotics” which are:- Semantics, Syntactics, Pragmatics. Semiotics is frequently seen as having important anthropological dimensions. Umberto Eco proposes that every cultural phenomenon can be studied as communication, However, some semioticians focus on the logical dimensions of the science.
Semantics meaning the relationship between signs and he things to which they refer, while syntactics meaning the relationship among signs in formal structureS.Finally is pragmatics meaning the relationship between signs and the effects they have on the people who uses them.Semiotics was used in (USA), while Semiology was used in (EUROPE). Gaming symbolises a sign of “Laziness”.
These is a perfect example of semiotics:- Transcribing the meaning.
In my opinion i would say semiotics is very important in the firm of “BRANDING”, because it leads to innovations that are rooted in lived experience. The key importance of semiotics is that all inventive communication and packaging design is rooted in the lived experience of human beings. [This means any new product, brand, or communication will immediately make lot of sense to the individuals purchasing the product]. According to Umberto Eco in his book “A Theory Of Semitics” he states that “ Semiotics is in principle the studying everything which can be used in order to lie. If something cannot be used to tell a lie, conversely it cannot be used to tell the truth: It cannot in fact be used to tell at all“.
Signs we would see on the streets and they all have their meanings. Meaning when they are seen on the street it is easy to visualise and tell what is talking about
Odinaka Ekweremadu 