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Using symbols to build brands

Sengol became one of the most recognised Tamil words in India last month. Marketers can still only dream of such ubiquity for the symbols they lovingly create

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The Sengol was considered a sacred emblem of authority

Ambi Parameswaran

4 min read Last Updated : Jun 07 2023 | 10:24 PM IST

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Semiotics: The roots of semiotics are said to date back to the Pre-Socratic era, when Hippocrates identified bodily symptoms or signs as conveyors of messages about the physical and mental state of a human being. However, it was not until the turn of the 20th century that semiotics achieved a level of identity and recognition, thanks to the work done by Swiss linguist Ferdinand de Saussure and the American philosopher Charles Sanders Peirce.

Semiology or semiotics is the study of how meanings are derived from various modes of communication, including words, images, sounds, smells, in fact, anything that can signify something

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