Semiotics

Semiotics is a sub-discipline of linguistics. The fundamental unit of analysis in semiotics is a sign which includes verbal and visual symbols. Any sign can be divided into two parts hypothetically: a signifier and a signified. The relation between a signifier and a signified is arbitrary, and such a relationship is the product of cultural convention. The interpretation of a sign is a contested domain. Denotation is a descriptive meaning of a sign whereas connotation is its contextual meaning. As to sport management, advertising and branding are the two areas where this logic of semiotics is widely applicable. Various sporting entities such as athletes, activities and events are all signs that are frequently utilized in advertising and branding. Whenever these sporting signs appear in promotional campaigns, they mostly signify their cultural meanings. Branding and advertising is a field of symbolic communication where the principles of semiotics play an active role.