Semiotic Theory

Semiotics is the study of signs and sign process. According to Morris human action involves signs and meanings in three ways:

• Perception Stage
• Manipulation Stage
• Consummation Stage

The perception stage the person becomes aware of the sign, The Manipulation stage the person interprets the sign and decides how to respond to it, The Consummation stage the person responds to the sign.

The semiotic theory can be represented in music through album covers and music videos. The connotation of an article is what the article would mean to a member of the audience, this makes music more personal whereas the denotation of an article is what it was intended to mean. This is the meaning that the musician has given a song. They often represent this through use of their music videos.

Denotation

Denotation refers to the literal meaning of a word.

Connotation

Connotation refers to things that are associated with a particular word. The connotative meanings of a word exist together with the denotative meanings. 

This Justin Bieber album relates to this theory as it is a christmas album and it shows this on the front cover with the snow and the red sparkly Font. Also it shows the image of Justin Bieber therefore it has the connotation that he is looking at his audience (The Direct Address).

Applying this to the song by the verve "Drugs Don't Work" as this song connotes that Drugs Don't work and that they have no positive effects etc. He is singing to someone trying to get the message across that drugs are not good. However this song actually Denotation (Meaning) The artist is actually singing to his father on his death bed who died of cancer and he is referring to the medication he was taking saying they don't work as they failed to save his life.