NAME:

NAEEM SHAHZAD
REG. NO:
BSEE02173088
SECTION:
A
SUBJECT:
Entrepreneurship
ASSIGNMENT NO:
2

What are semiotics and why it is important for an entrepreneur with

example.
Semiotics:
The study of signs and symbols and their use or interpretation.
Semiotics is the study of sign processes, which are any activity, conduct, or process that
involves signs, where a sign is defined as anything that communicates a meaning that is not the
sign itself to the sign's interpreter

Importance of semiotics
What is going on around the sign is usually as important for us to know as the sign itself in order
to interpret its meaning. Semiotics is a key tool to ensure that intended meanings (of for instance
a piece of communication or a new product) are unambiguously understood by the person on the
receiving end.

Example of semiotics for entrepreneur

The role of semiotics in marketing

Marketing is all about communicating the right message, at the right time, to the right person.
Semiotics helps you do that. As Laura Oswald of Marketing Semiotics Inc. explains:
Semiotic theories and methods can be used to identify trends in popular culture, to understand
how consumer attitudes and behavior are formed in relation to popular culture, including brands,
and how marketing and advertising programs can best meet the needs of consumers by
improving communication with the end user.
Apple is the quintessential example of a brand that has intertwined itself with identity. People
don’t queue for hours just to buy smartphones or laptops; they queue to buy status and a specific
lifestyle. Apple sells those traits as much as it sells hardware.

Semiotics in marketing communications

In marketing communications and advertising, semiotics play a key role in determining the
success or failure of any endeavor.
Through the effective deployment of verbal, visual and performative (i.e. actions by the
consumer) elements, companies can strengthen their reach to their customers. These symbolic
elements include logos, rituals, cultural symbols, colors, iconic individuals, text, advertisements,
websites, physical environments, hospitality and service, tag lines and other “touch points”. A
great example of effective use of semiotics is found in the use of metaphors. These commonly
understood concepts tend to resonate easily with your target audiences. For example, “a glass
half full” is perceived as a sign of optimism and positiveness.