Semiotics Semiotics is defi ned as the science of signs, which means it focuses upon the role of signs in society and, in particular, how people fi nd meaning in various aspects of life. If advertisers are to communicate with their target audiences eff ectively, they must know how these target audiences think and the way they interpret signs and symbols. One problem is that we know that people don’t always interpret advertisements the way the people who create the ads expect them to. A number of years ago I met the president of an advertising agency in Britain who told me that people in his agency were very interested in semiotics, just as many semioticians are very interested in advertising.