We live in a world where every detail carries weight, where even the absence of meaning holds significance if we probe deep enough and ask the right questions. It’s a shared understanding, yet one that is often left unspoken.

In Uri’s class, we finally tackled this implicit phenomenon head-on, uncovering the slippery nature of meaning when not firmly anchored or grounded in something we can universally understand. While our discussions centered on semiotics and the interpretation of signs, the implications stretch far beyond the studying of what signs mean, why they mean them, and the story it tells within the advertisement, resonating deeply within the realms of advertising and communication and its overall impact.

As creatives, our focus naturally gravitates toward what we express, ensuring our words resonate with precision. Yet, in this pursuit, we sometimes overlook the effectiveness of what we leave unsaid—the strategic power of omission. This thought mirrors insights gained from Caroline’s class, words that sell, that focused on crafting persuasive language and stressed the importance of the impact of word choice. A subtle shift in vocabulary could transform perceptions from affordability to a hint of cheapness, which could profoundly influence the brand’s perception. Whether addressing diverse audiences or pitching ideas to clients, creative directors, or even your partner, clarity remains paramount. A single word can shape the entire narrative and campaign as seen with how a simple internal observation said aloud and clearly became the basis for a whole brand platform: Marmite, “You either love it or you hate it.”

Returning to Uri’s teachings, the distinction between the signified and the signifier emerges prominently. We explored denotation, the arbitrary meaning assigned to a sign, and connotation, its social and cultural implications, how it underscores the complexity of interpretation and recognizing their pervasive influence across communication channels. This distinction can often dictate audience response, where the significance of the signifier sometimes eclipses that of the signified. It can result in a good ad being put out but being ignored because of the brand, or a bad ad being put out but it generating traction because of the brand — here the signifier plays more importance than the signified. Steve Harrison’s cautionary discourse further illuminates this dynamic, underscoring the risks of brands venturing beyond their realm of expertise. As societal expectations evolve, brands are increasingly called upon to champion causes beyond profit, thus necessitating recognition and a careful navigation of where the line is and when it is crossed.

By embracing Uri’s methodology, we ensure our messages remain anchored, offering audiences a transparent view of our intentions and natural stance on wider issues through consistent meaning in our messaging. By understanding our audience’s receptivity to signifiers or signifieds, we can tailor our communication with precision. This nuanced approach enables us to engage authentically, fostering meaningful connections amidst a cluttered landscape of advertisements that manage to say nothing in a world where everything means something.

In essence, by grasping the interplay between the signifier and the signified, we empower ourselves to navigate the intricate terrain of communication with confidence. It’s a journey marked by clarity, empathy, and a commitment to authenticity—a journey that fosters lasting connections, impactful storytelling, and communication that appeals to the audience.

@NutyNatalie