Applied semiotics
Semiotics is the discipline that studies how signs produce meaning: how a text, an image or a screen says more than it shows, and by what mechanism.
It is where Enrico Giubertoni comes from: his university training in Turin and his work with the Centro Ricerche Semiotiche stand behind the way he reads digital marketing, where the analysis of meaning comes before the choice of channel. Applied to marketing, it explains why a message that is factually correct can still be read another way.
An example
Two campaigns announce the same discount: the first calls it «last units available», the second «pricing error». The information is identical, the reading changes, and semiotics is the tool that predicts the difference before the first euro is spent.
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