This document provides an overview of semiotics and how it can be applied to marketing. It discusses how semiotics involves analyzing signs and meanings in communications to understand cultural influences. It also outlines several objectives for learning about semiotics, including how to decode the intended meaning of advertisements, as well as the cultural and ideological meanings based on the target audience's sociocultural background. Several examples are provided of how semiotics can be used to interpret marketing messages and compare ads aimed at different demographics.