What is semiotics?
The study of signs and symbols and their use or interpretation. Signs split into two elements, a signifier and signified. A signifier also referred to as denotation, which is the physical appearance of the object/ sign and the signified or connotation is what it represents or what the viewer associates with the sign.
Semiotics are frequently used across all forms of advertising such as video advertising on tv to a spread in a magazine. The use of semiotics is highly effective when promoting a specific product or just boosting notoriety of the brand from Macdonald’s promoting free Wi-Fi , to fragrance advertisements , to Uncle Sam and US Army enrolment.
Discuss the denotation (what is there) and the connotation (what it means) –
The signifiers of this sign include the KitKat bar, a bar graph labelled anxiety and breaks, a red background, and the KitKat logo in the lower right-hand corner. What is signified from this image is that the bar graph represents that when you take breaks, your anxiety will decrease. This is also insinuating that when you take breaks, you should consume a KitKat as the KitKat featured in the image has been partially eaten in all columns. This links to the brands slogan “have a break, have a KitKat ” which is what many of the brands’ advertisements reference with the signifier of either broken or partially eaten KitKats. The slogan for the brand comes from its connection to Rainforest Alliance. KitKat is the first global chocolate brand to use 100% sustainably sourced cocoa through the Nestlé Cocoa Plan and Rainforest Alliance certified. Meaning there’s no reason not to pause… and enjoy a break.
Is it possible to read this image in more than one way? –
To anyone familiar with the brand, and therefore would know the slogan “have a break, have a KitKat”, would read and interpret the meaning of this image that KitKat intended. For those who wouldn’t make the connection to the brands slogan, would potentially still make a similar interpretation of the advertisement due to the labels of the graph and the signified decrease in anxiety when breaks are taken consistently throughout the day. However, this assumption is based on a normal person, those who are educated and are mentally sound, the individual’s who do fall under these categories may just view the signifiers and not understand or comprehend the signified.
Think about the sign; the signifiers and signifieds; the denotation and connotation; the ideological positions available; the range of possible interpretations. –
The sign is an advertisement featuring the signifiers of a KitKat that has been partially eaten, as part of a bar graph on a red background, with the KitKat logo in the corner. What is signified from this KitKat advertisement, taking breaks will reduce anxiety, and the subliminal link to the brands slogan “have a break, have a KitKat”, can be backed up with research showing that, for those looking for a way to alleviate anxiety or stress and benefit their mental health, then taking a break (in a productive way, of course), can be of great help.
Sarah G 