Semiotics is a thematic coherence (subject field) and has been created by a bunch of mythologies and theorist ideas on that we can decode people in a matter of different ways. These can include body language and signifiers such as their clothes that can tell us a lot about a persons background wealth or social status all down to even a colour. Semiotics is a study of signs and sign systems within society and we can encode and decode which are often signs that are grouped together.
Clothing is a cultural sign system as well as posing, body language and facial expressions are things were can decode from and define people. Semiotics is a critical methodology and provides us with a useful framework. Advertising is something that picks up and is a clear representation of social constructs as well as historical context; trends being a refection of what is current in that time period which is extremely crucial and relevant part in design and the industry. Ferdinand Saussure a linguist academic as well as Charles Pierce had an ideology or passive and constructive ideologies. a quote from Johnathan Bignall is crucial as he says 'signs and media are expressing signs'.
Communication through language is all about exchange of minds. words are extremely symbolic and signifiers and signified concludes often to a sign. Often signifiers are physical representations that we perceive . Signified constructs are mental concepts. Parole is a partial example of speech writing. syntagm is a sentence that we notice as a sentence of signs for example when witnessing the word 'dog' a syntagm is when we recognise things in association to them 'my dog smells terrible' A paradigm is similar but is as point of substitution such as my dog smells eats and barks.
Mythologies are aspects of culture and applying a frame work to certain behaviours and Roland Barthes is s theorist who' is particularly fasciated by it. Cultural texts carry meanings or cultural norms in the time period. in society we have many 'ideologies'. Ideology is a ruling material force of society is also its ruling intellectual force (who has control of the meaning?). Dominant ideologies can only operate through general consensus. Alain De Botton described ideology as 'released into society like an odourless, colourless gass'