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What is Signifier

The Role of Language and Symbols in Promotional Strategies and Marketing Schemes
This is the physical form of a sign, its form as perceived by human senses.
Published in Chapter:
Marketing Christianity and Men of God Through the Use of Signs: A Study of Advertising Copies by Pentecostal/Charismatic Churches in Nigeria
Floribert Patrick C. Endong (University of Calabar, Nigeria)
DOI: 10.4018/978-1-5225-5778-4.ch014
Most advertising copies designed by Nigerian Pentecostal Churches are rarely monosemic and hardly understandable from a literal exegesis. This is partly due to the fact that they most often integrate various typologies of signs and symbols. These signs are aimed (i) to quickly and effectively convey specific meanings to the readership and (ii) fashion the overall advertising messages according to the taste of the time. Based on a quantitative and qualitative content analysis of 490 advertising copies, this study reveals that 68.77% of the print advertisements generated by Nigerian Churches contain signs and symbols. Majority (56.08%) of these signs and symbols are Christian in nature (they are inspired by the universal Christian symbolism and iconography); while, 30.26% of them are rooted in the Nigerian socio-cultural context. The latter category of signs is commonly used in a postmodern or sensational manner, to make reference to local religious myths and specific socio-political events which seriously affect or shape Nigerian Pentecostal Christianities. This postmodern use of signs implicitly reveals that, the advertising message designers are conscious of the highly competitive environment in which churches and men of God operate in the country.
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An Authopreter Narrative: An Essay on Reading the Book Saussure Suspects With Author-Interpreter Interaction
Is the part of the sign that contains a combination of sounds or symbols or images that represent a word a person or thing that signifies.
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