The Semiotic Method

Reading Summary:

This reading discusses semiotics and the meaning behind certain signs and symbols. Semiotics are a major part of the commercial world today. Over time, through constant and repetitive branding, connections become stuck in our mind as we associate certain brands with a deeper meaning. The article also elaborates on how symbols and signs represent so much more than their literal denotation. The reading contrasts denotation, the primary surface level meaning, with the connotation or what the symbol suggests in the form of a deeper meaning. Overall, the article also illustrates the different lenses through which these signs can be looked at as well as the four elemental principles of semiotics. Lastly, the reading touches on the challenges of the semiotic method.

Outside Example:

My outside example is Los Pollos Hermanos, a chicken restaurant. This restaurant is part of the TV series “Breaking Bad” and the owner, “Gus Fring,” appears to run a stand up business as he takes pride in good customer service. It isn’t until later on in the show that viewers realize that the restaurant is a front and is actually a  secret drug business. Fring uses the company to transport Meth all around the country and even abroad. Due to the extreme popularity of the show, this fictional TV restaurant is now an actual business in the real world.

Reading Connection:

I think that this Los Pollos Hermanos sign has a lot to do with semiotics. For starters, it directly relates to the conversation of denotation and connotation discussed in the text. In the case of this sign, the direct denotation may be that it represents a restaurant and is marketing the food that they have there. However, upon looking further one will find that there’s a deeper meaning and a reference to the underground drug business that this sign connotes. This deeper meaning isn’t universal to everyone as only those who have seen the show are aware of the suggestive meaning. This brings up one of the challenges of the semiotic method as one’s interpretation of a product is tied to who they are and their own, individual experiences. Overall, this sign serves to showcase semiotics and how there are many deeper meanings than what is denoted by symbols on a surface level.