WOII | WEEK 3 - Semiotics
Often confused with the symbol itself, semiotics is the study of how certain symbols acquired their meaning, how they have come to represent information, and how the relationship between the meaning and the image affects the reception of this information.
Burger King wanted to establish themselves as the ultimate place to go for total food satisfaction, where a feeling unlike any other. In order to get their brand message noticed, they had to embed themselves into a cultural truth that would truly stand out.
When we write or say the word tree, we immediately visualise a tree with its long roots, branches, and leaves. The same basic process can be applied to Studio. The signifier is Ed Fella’s distorted, hand-drawn typography and "anti-grid" layout, while the signified is the viewer's perception of raw, human spontaneity and a rejection of corporate perfection. By intentionally breaking the letters, you shift the focus from the literal message to the artistic "noise," turning everyday information into a complex visual experience.
Signifiers are the physical forms of the signs we use to signify meanings and concepts. Linguist Ferdinand de Saussure’s scientific approach to understanding signs remains an important model for studying any media product. By identifying the dominant signifiers and appreciating how they combine to create meaning, we can develop a better understanding of the message being conveyed by anyone.
 Evidently, his core insight is that "the bond between the signifier and the signified is arbitrary" and that language exists as a system of pure differences.
Charlie Penderves. (2025). Bundles Of Joy: 2025 One Show - Out Of Home.
ChatGPT. To rephrase and restructure my sentences.
Steve Neale. (1911). Ferdinand de Saussure and Signs. Media Studies.
