Semiotics decodes the meanings in cultural texts, (e.g., advertising, websites, packaging). It is a textual analysis, not consumer-driven. It relies on our ability as anthropologists to identify pertinent symbolism (e.g., through imagery, tonality, etc.) and to evaluate the relevance of this symbolism in broader cultural context.

Semiotics

The goal of semiotic analysis is to decode the key symbols, metaphors, ideas that are 'in play' in cultural texts (ads, websites, editorial, or packaging) for a specific category or area of interest. We identify both the signifiers (what is conveying meaning) and the signifed (the cultural domains, themes invoked by the signifiers).

Example: What cultural symbols and values are communicated in rum advertising, packaging? What is culturally assumed? What implicit assumptions are made about consumers? About consumption?
Example: What is a 'treat' today (in product packaging, retail display, advertising)? What are the normative codes for “treat” and which are marked (or more unusual)?
Example: What are the key values and symbols used in messaging to tweens (brand advertising, magazine editorial)? What is assumed about what it means to be a tween or teenager? What is implicitly assumed and valued, and what not?

We believe that by analyzing these cultural texts, you gain a vantage point otherwise not attainable - whether you are introducing a new brand, positioning a current one, or trying to speak resonantly with a specific target audience.