Advertising semiotics and its impact on consumer emotions

Laura Valeria Moreno Ramírez and Maribel García Rojas

Management (Montevideo), 2025, vol. 3, 128

Abstract: This opinion article exposes the impact of advertising as a crucial economic function for society, as it allows companies to publicize their products or services by showing their characteristics and benefits. However, the objective of this document is to analyze advertising and the impact it has on customer perception, taking advantage of campaigns with innovative visual elements that allow focusing the attention of the target audience. Where semiotics, for its part, also plays a very important role in the process. Semiotics is a discipline that studies signs and the way they are interpreted. The concepts of the theorists Saussure and Peirce are exposed, where their models allow to explain the relationship between the sign, meaning and interpretant. Initially Saussure proposed the binary model of sign, which is composed of the signifier and meaning. On the other hand, Peirce, in turn, contributed new concepts and a more social approach with his theory of the triad. Both approaches are essential for understanding how visual, auditory and textual signs are used. Finally, we analyze how advertising semiotics allows brands to establish an emotional connection with consumers, encouraging purchases through the use of color and music.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:dbk:manage:v:3:y:2025:i::p:128:id:1062486agma2025128

DOI: 10.62486/agma2025128

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