Saussure - Semiotics
Ferdinand de Sausssure's theory on semiotics states that there are two features which influence audiences: signifiers and signified. A signifier is a literal object, for example a picture of a rose or a cartoon heart drawing. A signified, on the other hand, would be the feelings and thoughts an audience would connote with the signifier, for example romance and love in reference to the picture of a rose. Signifiers can be used to create meaning for the audiences, so are often used in music videos in order to interact with and influence the audience in a particular way.
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