Signifier and Signified Relationship – Jordan Christensen

Posted: January 31, 2014 in Uncategorized

In Goldman and Papson’s chapter, Advertising in the Age of Accelerated Meaning, they discuss the importance of symbols since they bring meaning to companies. This is known as the signifier and signified relationship. Companies use various forms of signifiers that generate a meaning that consumers will interpret. In the chapter Goldman and Papson use the example of the Nike swoosh. When consumers notice the Nike swoosh, whether it is on a TV add or another persons clothing, they automatically associate this sign with fitness, athletic wear, etc. When Nike creates advertisements, they use the Nike swoosh as well as other ‘fitness’ signifiers to create a meaning for consumers.


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