Tendencies in Storytelling and Semiotics of Communication

Abstract

Taking into account the current paradigm, the consumer has adopted habits that have made the brands communication work more difficult. The public has become more demanding, attentive to the world and to what is going on around them, which imposes on brands a special attention to these details. Besides, they are looking for quick, assertive and safe information.

In this article, I present a reflection about semiotics in the storytelling communication strategy, its impact and how it is present in digital marketing. Between storytelling and semiotics there is a direct correlation since we cannot rule out the need to reflect on the signs and structural elements of an image and text when we want to tell a story.