Signs
When signs are used this can generally be shown as a unit of meaning, generally shown by words, images, gestures, scents, tastes, textures, sounds. These are essentially all of the ways in which information can be communicated as a message from the company to all of the viewers.
Signifiers
The signifier of the promotional material is basically everything that you would see within the poster or billboard. What the picture and font is any why they may have used this.
Signified
Your general view on the promotional material. Why could they have used the images and font they used and what the basic story tells just by looking at that one image.
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