Middle-East Journal of Scientific Research 21 (12): 2284-2291, 2014 ISSN 1990-9233 © IDOSI Publications, 2014 DOI: 10.5829/idosi.mejsr.2014.21.12.21261 Corresponding Author: Shaheera Amin, Bahauddin Zakariya University, Sahiwal Campus, Pakistan. 2284 The Capacity of the Semiotics Approach for Making Sense of the Use of Stereotypes Used in Advertisements Shaheera Amin and Syeda Shawana Mahasan Bahauddin Zakariya University, Sahiwal Campus, Pakistan Abstract: This research paper is majorly concerned with semiotics, stereotyping and advertising. The purpose of this study is to analyze how semiotics e.g signs, symbols, codes etc lead to stereotyping in advertisement. Moreover, it is also explored that semiotics used in advertisements are perceived differently in different culture. Hence, the interpretation of semiotics is highly subjective based of individual perception, behavior & culture etc. Therefore, certain evidences from advertisements are mention to support argument. Key words: Semiotics Stereotypes Advertisement Application Culture Effectiveness Impact Analysis INTRODUCTION Usually there are three types of semiotics Sign, There are three things in this topic semiotics, advertisements. stereotyping and advertising. The major issue is how do semiotics lead to stereotyping in advertising and why? The Sign: A variety of codes to meet the needs of a Semiotics is signs and symbols. These can be appeared as society or culture in a specified way. spoken or written words and a form of music or art. To abstract the meaning from the semiotics is highly A Code: Meaning of a sign that depends on familiar depends upon the people culture as it influences the practices and the context of its use. people’s interpretation. Semiotics is a coding messaging like poetry, paradigm and referential etc that’s why Social Codes: Body language (personal space, lying), semiotics is proved to be a successful approach for Verbal language, Behavioural codes (ways to act in advertising because it can grasp the attention of all church or exams). customers. The use of semiotics in the advertising is varied with Textual Codes: Technical codes (ad breaks), Media codes the nature of product. That is why we say that in the (format of main news programmes), Aesthetic codes similar product we found some sort of stereotyping. (genre and style). For example, many automobile advertisements stress a feeling of freedom or excitement from driving a certain Interpretive Codes: Ways to sense and read the media kind of automobile. They do this by using images that format. make the vehicle especially more rugged or versatile than other vehicles. In other example, Alcoholic beverage Culture: A method for the systematic analysis advertisements persuade the self enhancement like you and interpretation of symbolic texts. This signifies will be more popular at the party scene if you drink a our viewpoint - to other persons. Human beings certain kind of rum, vodka, or beer. Same is the case with talk, write, blink, wave and disguise themselves. perfume or cologne advertisements. We decode these They produce and interpret signs. Almost each and messages from their representation according to our set every action, object, or image means something to of judgemental values. someone. Code and Culture which also used in the