Semiotics is the science of language which studies the signs that produce a meaning when they are articulated in a system.
A sign (for example, the word « vessel ») is recognizable by the parts that it is made up of, either, the significant part (the content, the sensitive form of the sign : the letters v-e-s-s-e-l) and the signified part (meaning, content, idea conveyed by the concrete part “ a large sized ship”)
Considering this example, the words pronounced within a syntactic system produce a sense, the meaning of the sentence.
General semiotics enables us to describe all the sign systems, and using the aforementioned concepts, to describe, in principle, all the sign systems : texts, images, multimedia productions, road signs, fashion, shows, daily life, architecture etc. The signs articulate a system of meaning. Semiotics enables us to identify and establish this system whilst studying these signs in order to establish their scope and to set up marketing strategies and fine tune the communication accordingly.
Identification of the corpus
Analysis of the discourse
Through 3 levels of ways of generating meaning
The discourse policy of the company is put into perspective.