Semiotics: The Signifier and Signified

Semiotics is defined as the systematic study of signs, or, more precisely, of the production of meanings from sign systems, linguistics, and non-linguistics. There are two parts of a sign. One part is the signifier, the form which the sign takes. The other part is the signifier, which is the concept it represents. Signification is the relationship between the signifier and signified. In class, we were asked to chosse an ad and explain one sign and what is signified from it. We then had to come up with the additional signs and find signifieds of our own.

My partner and I chose an ad for a German Doc Morris Pharmacy condom. We chose the facial hair (hair and mustache) as our first sign. The facial hair, which resembles that of Adolf Hitler, signifies that the next Hitler could possibly be conceived in the act of unprotected sex. It signifies this by warning people that having unprotected sex, that they might be blamed for the next Hitler. The sperm itself signifies the one possible cell that is going to become the next historical villian. The millions of other sperm cells surrounding the main one (Hitler) signify the other potential cells to be conceived. The blue shades, which color the ad signify the relaxed effect of the safety you will feel if you do have protected sex. The condom itself represents the product available for the actual proctice of safe sex. It signifies the safety of using it. The blank white background signifies the sexual purity, or in a way, cleanliness (I know it sounds funny) of having protected sex and implies that it will be okay if you use the condom.

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