Wewerenew from the old; semiotics analysis of Panasonic multi products design in billboards and TV ads

This article is sought to show how a semiotic study can be used to understand the communication aspects of product design. To achieve this goal after explaining the basic concepts and explaining some of the benefits and necessities of the semiotics from the perspective of the specialists of this science and then a brief glimpse of how this knowledge was created and explain some of the tools and theories of this science how to use this knowledge in product design by providing case examples (Panasonic products in billboards and TV ads) based on Judith Williamson, the analysis of the semiotic model was carried out. In analyzing the propaganda messages and the format of the examination of different samples, it was found that the five elements of Williamson's semiotic analyzes are:Differentiation function, Objective coherence, Dependence of the reality of goods, Creates a sense of commodityand Replacing the feeling with the goods in Panasonic's products are clear and the ideological meaning of each ad made through significant and by analyzing the cognitive symptoms, the hidden meanings of the images (significant) can be decoded. Semiotics in addition to the presentation of techniques to strengthen the propaganda messages, it is also used in the discovery of a hidden system of meaning or the system of hidden values in propaganda.