Ferdinand Saussure talks about the relation of signs, composed of the signifier and the signified. When we look at different magazine ads, for example, we not only see, but we sense, due to our relation from the signifier. It is safe to say that every advertiser is involved in the art of this technique. Commercializing things is not as simple as showing a product, but is as difficult as trying to evoke some part of you, the viewer, that relates to a subject in the advertisement in which you decide it would be best to buy their product. While everyone is different, we can assume that the media is doing a good job of molding the general population’s desires, so that all they have to do is look to the popular desires and work with those to try to meet their usually impractical needs. But through persuading someone that they need this product or else they won’t be successful, or smart, or happy, or healthy, we have successfully slightly been brainwashed in order for a company to raise their revenue.
As signs can be used for good or evil in this way, we see that they are what evokes meaning in to our lives. If we pass by the beach and all we really think is, beach/sand/water/umbrellas, we most likely aren’t human, but instead we think freedom/joy/fun/family, etc. due to our experiences we had with the beach. If we come across a sign that we have never experienced before it might be blank, but we are soon to fill in the white space with movement and color and opinions, hence, again, we will know that we are indeed human.
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