Semiotics enable us to process and figure out what an advertisement is trying to get across by the use of images. They are more or less an aid in understanding the purpose of an ad and in some cases even the selling point of an add. Often times small businesses will use semiotics in order to give customers an understanding of what their services provide. For example, if you've ever been cruising down I-5 you have more than likely seen a billboard advertising a restaurant. In order to lure in the customers a restaurant might only need to post their logo on a billboard and also post which exit they are off of. However, this is not usually the case because the folks in charge of advertising their product know that an image, or semiotic, will cause a greater connection between the potential customer and their food. Using semiotics is important to connect with the customers. Here, follow me on this short little journey:
You're cruising down I-5 on a hot summer day and you've only got about five dollars and some change until you make it to your destination in a few hours. You're hungry, but quite parched at the same time. As you're driving you see two billboards advertising fast food restaurants; which one are you more likely to go to:
OR
Odds are, since it's hot outside and you can't get both, you'd go with the first option. Here the semiotic used is an image of a cool, refreshing drink that you are dying for. On the other hand, however, our second ad uses a text semiotic. You can get ANY FOOTLONG FOR ONLY $5! Are you kidding me?! While both are effective advertisements, I lean toward the Sonic add and using imagery as a semiotic. But then again, it is your five dollars and change.
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