Theoretical conceptualization of semiotic messages in advertising

Abstract

Abstract Purpose – This article proposes to overview the theoretical fundamentals of symbols, signs, and, the use of the semiotics analysis method in advertising. An additional aim is to identify visually how these messages of signs and symbols affect consumer behavior. Design/methodology/approach – This study adopts a literature review and historical overview and an advertising review with visual examples as its research methodology. Finding – Until recently, the semiotic method which is based on a knowledge of semiotics and the theory of advertising has been forgotten. It is hard to find new scientific articles and scientific discussions. Therefore, this theoretical overview is needed for the marketers and consumers in order to find out the semiotic method from the new perspective. Research limitations/implications – Theoretical approach most recently requires empirical investigations in order to prove literature review and fulfill the gap in exposed printed adverts, which will come in further studies. Practical implications – The proposed conceptual framework provides marketing strategists with a template for a different approach to advertising contents' which success depends on the semiotic method and codes revealed in printed advertisings. Gives two-way perspectives for advertising one as a marketing tool and the other as a communication process perspective. Originality/Value –– The novelty lies not in the acquainted use of semiotics in advertising but in the carefully orchestrated construction of gazes, angles, representations, narratives, and interpretations characteristic of semiotic use in advertising in which has a tremendous influence to consumer buying behavior.