ruqayyahali 9/14

It's all about context dependent on other variables.

Saussure delves into the world of signs at length giving us the interpretation and definition of sign, signifier, and signified. Without this understanding of the analysis of words, we would have no comprehension of linguistics. This art form is constantly hidden in plain sight throughout our lives. It is the basis for many other literal art forms that surround us. For example, advertising campaigns are an art based in linguistics and semiotics. The basis for the success of AD campaigns is this subconscious understanding of semiotics that humans have.

In class, we discussed the evolution of Esso's 'tiger in a tank' campaign into its various forms of TigerMart, TigerMarket, and it's association with the modern day Esso: Exxon. I decided to conduct a mini experiment on my mother, who I thought might have knowledge of Esso because she grew up in the generation in which it existed.

I searched for an image of TigerMart much like the one found on our powerpoint. Upon showing it to my mother, her mind immediately went to Esso because she had grown up in Trinidad where Esso was a main gasoline company at that time. I mentioned to her that Esso is now Exxon and that tigers are relevant to their AD campaigning because.... and before I could finish, she exclaimed: "Put a tiger in your tank!" She then recalled the entire campaign which was a big part consumer culture in the 1960s.

My purpose in conducting this simple experiment was to see if our discussion about the longevity of AD campaigns due to signification was true. Having read and studied this, I could no longer make a proper judgment of what I was attributing signification to because I was already looking for it whenever I saw a consumer symbol. With my mother, I was able to see Saussure and Barthes' discussion about semiotics at work. My mother remembered Esso and the tiger because it was in her prior experience. Language is rooted in prior experience and thus, we associate signs, signifiers, and signifieds with memories.