Semiotics in Advertising

Apple is an excellent example of using semiotics in their advertising campaign. Apple’s commercials used a black silhouette of a person that was the age of Apple's target market. They placed the silhouette in front of a blue screen so that the picture behind the silhouette could be constantly changing. However, the one thing that stays the same in these ads is that there is music in the background and the silhouette is listening to that music on a white iPod through white headphones. Through advertising, the white color on a set of earphones now signifies that the music device is an iPod. The white color signifies almost all of Apple’s products.

When advertising to different genders it is important to remember how men and women process information. Females process information comprehensively. Males process information through heuristic devices such as procedures, methods or strategies for solving problems. Men prefer to have available and apparent cues to interpret the message where females engage in more creative, associative, imagery-laced interpretation.


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