Making Sense
"No matter how challenging the brief, the solutions are always to be found within the evidence at hand."
Semioticians based in — or originally from — the European continent
"No matter how challenging the brief, the solutions are always to be found within the evidence at hand."
"Pure semiotic skills don't automatically translate to adept meaning-making."
"Depending on the situation, philosophy or linguistics may be the more relevant approach."
"If you’re obsessed with culture, if you over-analyse everything… then that’s enough to get started."
"Deal with the basics of semiotics without being distracted by the sometimes complicated theory."
"Semiotics is a lens that adds depth, intrigue, and even magic to the everyday."
"Until we learn to discern cultural patterns, we can't fully understand or make use of them."
"The semiotician looks at things from the perspective of both the frog and the eagle."
"Once we 'break the surface' of what's given, we learn that no phenomenon is ever obvious."
"We are ‘working amongst the ruins’ so there’s a scope to be creative and brave."
"The real power of semiotics lies in understanding how consumers create their own meaning systems."