Marketing Semiotics in the Digital Age

The nature of communication has begun to change dramatically, as face-to-face communication has gradually been replaced by online communication. People's need to express their emotions and thoughts more visually than ever before has triggered an evolution in communication, from verbal to visual. In this sense, the importance of symbols and icons in communication is continuously increasing. Furthermore, this change can be closely related to the marketing discipline. Therefore, this chapter focuses on semiotics as the field of research that studies symbols as an essential part of marketing communication in the digital age.