Semiotics is the study of signs and symbols and how they relate to language and other means of communication.
They are indications: ways to explain, without actually explaining, what is going on. For example, rock magazines include signs that show us that they are just that, without actually saying 'we are a rock magazine, like rock? Have a read..'.
Below is a picture of the cover page of one edition of Kerrang magazine:
One of the biggest signs that this is a rock magazine is the colours, red and black. These are colours largely associated with rock, and if the cover page of this edition were in baby pinks, yellows and light blues, we would not be given the same impression. Similarly, the words and fonts used are also signs of the rock theme: 'unfold the puzzle of life' is a 'darker' phrase, and the font at the bottom of the page is block, rather than full of flicks and curves.
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