Abstract:

Semiotic analyses have generally privileged visual over aural signs. This paper seeks to extend the boundaries of semiotics by recognising that sound and music also function as signs in culture and advertising. Music pushes powerful emotional buttons that consumers struggle to articulate. By applying semiotic techniques to the analysis of what we call 'sound texts', semiotics provides crucial insight into how music carries subtle meanings, both emotional and cultural. The authors argue that this should be given more attention and strategic thought upstream in creative development.