Advanced Journal of Management, Humanity and Social Science

Analytical Study of Sign-Semantics in Cinema Posters and Its Impact on the Audience from Yuri Lotman's Perspective

Document Type : Original Article

Authors

Fatemeh Sadat Hosseini 1
Azam Dokoohaki 2

1 Department of Art, National University of Skills (NUS) Shiraz, Iran

2 Master's degree, Art Research, Iran

10.5281/zenodo.16905328
Abstract
Semiotics and semantics play an important role in media analysis in today's world, and movie posters, as one of the key elements in movie advertising, can somehow convey the story and message of the film to the audience. Analyzing the semiotics of movie posters as a communication tool allows us to examine how meanings and emotions are conveyed to the audience. Yuri Lotman, a prominent Russian theorist, believes that each sign has its own meaning in a cultural and social context. The use of signs in posters, in addition to attracting attention, can create certain emotions and expectations in the viewer. Yuri Lotman, a prominent Russian theorist, has studied the structure and cultural signs and can help us to have a deeper understanding of these media. This article analyzes the semiotics of movie posters and its impact on the audience from Lotman's perspective and analyzes the key elements of signs, colors, images and texts in these posters.

Graphical Abstract

Analytical Study of Sign-Semantics in Cinema Posters and Its Impact on the Audience from Yuri Lotmans Perspective

Keywords

Semiotics
Semantics
Media
Movie Posters
Movie Advertisements
Subjects
Advanced Journal of Management, Humanity and Social Science
Volume 1, Issue 5
May 2025
Pages 282-290

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