Semiotics: Why is Semiotics important to advertising?

Definitions:

https://en.oxforddictionaries.com/definition/semiotics

Definition of semiotics in English:

 
 
 

semiotics

PLURAL NOUN

• treated as singular The study of signs and symbols and their use or interpretation.

Origin

Late 19th century: from Greek sēmeiotikos ‘of signs’, from sēmeioun ‘interpret as a sign’.

Why is Semiotics important to advertising?

Adverts, whether in picture/still image form or televised short ads, use the opportunity to indicate a lot of information quickly as a "snap shot" of implied meaning. The signs and symbols are essential in order not to waste time explaining the value and potential usefulness of the elements of a product for sale or for recommendation. The immediacy that advertisers can adopt by using signs and  symbols related to gender, fashion, ethics, that are up to date and subconsciouslt or directly transmit meaning offer a powerful and often seductive "truth" about a product and so an effective advert can pressure people to buy or buy into a product or way of thinking/being. 

For example, this image below within an advert for the Little Green paint and paper company are using this advert to illustrate their new paint colour range. The inclusion of an elegant, beautiful, possibly talented woman wearing a dress in the colour of one of their new range is both striking and engaging. The "clever" and creative use of the boxes to the left to help form an interesting pictoral composition contrasting with the womans black hair and silver polished trumpet, shouts exhuberance. The advert suggesting maybe the only company to offer this elegant, life changing exhuberance is them!

The audience is probably middle class plus, from 30 onwards, given that the adverts are in Country House, a distinctly middle class publication, the image having a rich, expensive feel to it too. It works in as much as its a very striking and eye catching image. The message is not too blatant and so doesn't insult the audience too blatantly, and yet the old engredients of fantastically beautiful woman is right in the forefront, but because she's not holding a hoover or washing up, it may seem less sexist.

Another example: the image below features in an advert by Lidl commenting on its award as retailer of the year for their sustainably sourced seafood. The image plus the strap line suggest perhaps a fisherman and his son, eating their own catch. Safety, ethics, freshness and smiling faces enjoying the taste of the product are all transmitted quickly engaging the buyers sense of ethics and quality. It feels good to buy this product!  The audience is broad. Perhaps anyone who eats fish and will shop in Lidl. The image is of reasonably well turned out fishermen and so attempting to appeal to a broader range of consumers, and perhaps more middle class, given that Lidl started out appealing to people on lower income. I think it works, the appeal being as much about value for money as well as ethical sourcing, a good solid postmodern principle.