Semiotics

Semiotics of an image in an advertisement are symbols and signifiers that suggest something within the text. For example, for a movie advertisement the main character/characters will usually be featured on a large part of the advertisement which suggests that they are important. Another example is the colours used in a media text which can suggest genre or mood. The lighting of a piece of media text can also be an important signifier as to the mood of the text, for example, If the movie advertisements lighting in the images is dark then this suggests that something bad is going to happen in the film. The clothes and scenery can enforce stereotypes about the genre of a media text which makes it easier to recognise the genre making it a successful advertisement. Even the expression of a person in a photograph can suggest something such as a happy expression suggesting a happy theme to the media text that is being advertised.
Semiotics are important in media texts that are advertising as they help the audience to understand the subject and the message of the advertisement easier. If the semiotics didn't fit in with the subject of the advertisement e.g. a sad movie poster with happy people featured in the pictures, it would confuse people and the advertisement would be much less successful.