Semiotics Signifier/Signified

Today in my Advertising & Imagery class we discussed semiotics. Semiotics simply put, is the study of signs and the production of meanings from those signs. The actual sign itself makes up the signifier, and the signified is the concept it represents. In order to obtain a better understanding of signs and what their signified represents, a classmate and I choose an ad and explained one sign and what is signified from that ad. We also explained our findings to the class. From there, we had to come up with five additional signs and their signifieds on our own.

The ad that my partner and I choose was for the alcoholic beverage Absolut Vodka shown here:

This ad is placed on the Luxor Hotel in Las Vegas, Nevada. My partner and I chose the pyramid as a sign. The signified for the pyramids shows ancient culture, power, skill, and eternity.  The Luxor sign itself resembles and signifies the Washington monument located in Washington, D.C. It also represents political power, and control, like that of the President living in D.C. It is taking this powerful American monument and placing it next to another great civilization's monument, comparing it to Ancient Egypt. Which brings us to another sign, the  Great Egyptian Sphinx, one of the most monumental sculptures in the ancient world. Its signified represents royal power, with a head of a pharaoh, and a body of a strong lion. The texts in the ad that read, "VEGAS", and "IN AN ABSOLUT WORLD" are signs. The signified for  "VEGAS" represents that being in Vegas could potentially make you rich or more wealthy because of the opportunities for gambling and the chances to "win big." "IN AN ABSOLUT WORLD" signifies that Vegas in a way could make "your" world as "absolute"; just as fantastic  as  the world of the Ancient Egyptians. The Ancient Egyptians had an advanced society that was prosperous and strong! The Absolut Vodka bottle is a sign. Its location at the top of the pyramid signifies that it is of such great importance that many people can view it and look up to it. This ad overall has signifiers that show that Absolut Vodka is powerful, and everlasting.