A sign stands for something else other than itself. It can take the form of sounds, colours, images, words, odours, gestures, flavours, objects. Semiotics studies the meaning of these signs and symbols within our culture. Though signs themselves are studied, they are further arranged into organised codes and are given cultural context.

A sign links the concept and the meaning. Flowers offered to a girl are a sign of love. Flowers offered in a graveyard are a tribute to the departed soul. The concept is the signifier and the meaning is the signified. The relationship between these two gives it a meaning. The relationship between the two can be arbitrary, e.g. a rose is a pink flower, but it could have been given any other name but would have smelled as sweet. When the signifier resembles the signified, it is called iconic. A picture, for instance, is a representation of the real thing. When the signifier and the signified are directly connected, it is called indentical, e.g. passage of time is shown by the growth of the anatomy of the hero in a movie.

Signs are organised into codes of social behaviour, fashion, rituals, mass media and fine arts. Signs are put in a cultural context, a managalsutra is a sign of a married woman. This is its interpretation in Indian culture. A mangalsutra-like necelace would have just remained an accessory in some other culture. We are not surprised to find white bridal trousseau among Catholics, but Hindus consider white as a colour of mourning.

Advertising is a system of distinct signs . Semiotics seeks to explore the working of advertising.