Semiotics

Semiotics describes how signs are used as a kind of language and how we respond to it.
The above image is from an advert for Patek Philippe watchmakers in Geneve. The watch which cost several thousand pounds is clearly aimed at the wealthy population, which can be read by the style of outfits and the kind of models used. The two variations in style are also being reflected in the photographs. One is modern the are seems more vintage. Further the subtitle "You never actually own a Patek Philippe. You merely look after it for the next generation" has cleverly been implied by using models which are meant to be taken as father and son.
Semiotics is part of our daily life, with advertising and product packaging, but also things such as emergency services, etc.


Source: Camera Lucida, Roland Barthes