Use of Semiotics in a Classic Pakistani Commercial: An Empirical Study

Abstract

The aim of this research is to explore how semiotics is used by different brands in commercials in order to
influence the audience and how much is their effect on them. Semiotics is the study of signs, symbols and
colors. They all carry meanings which is difficult for a layperson to decode. Some kind of ideology is
constructed by using these symbols, colors, and catchy expressions from which the viewer is unaware.
The study adopted cross-sectional research design within the qualitative research paradigm. Simple
random sampling technique is utilized for selecting the sample and purposive sampling technique is used
for the selection of commercial. Interview is used as the data collection instrument. Since semiotics is not
studied in Pakistan as a separate branch, hence many people are unfamiliar about this science. They
unconsciously use colors, images, music, and other signs regardless of their implications on the receiver.
This research shows that semiotics occupies a pivotal role in the overall success of commercials. It gives
awareness to people in order to judge and see things through different and broad perspective, give them a
critical eye to watch commercials with conscious mind, and to understand the certain ideology behind
them (Sajid & Khan, 2020). Therefore, in this way, people can evaluate the implied meanings by paying
attention to the ‘minute’ details like colors, sounds, signs, logos, and symbols which they neglect before