Visual Communication

Semiotics is the science of signs used as a way to understand language and developed to include non-verbal systems. A sign, in semiotic theory is something that stands for something else in the form of words, images, sounds or gestures (Hopes, 1991 pg141). A commodity sign is form of visual communication that signifies a particular brand or product. This sign demonstrates the value of the commodity that is determined by the cultural meanings that form, what it means can be seen as more important than the object itself. Consumer cultures have developed due to the rise of modernity and emergence of capitalism as an economic force worldwide. Capitalism depends on the production and consumption of large amounts of goods beyond what is necessary for daily living (Sturken, Cartwright 2009 pg.266). It is through advertising that these consumer cultures are created and are causing great effect on the consuming and the true value and meaning of the commodity. Commodity signs have such power within consumer cultures that individuals instantly know the company or product and what they offer, the sign signifies what the product is.

BMW is a luxury motor company that has been producing “luxury” automobiles since the nineteen hundreds. BMW is a German company that is known for producing high quality European cars that have both top performance features and deluxe inclusions. Shome (2002) explains globalization as a phenomenon that produces a state of culture in transnational motion- flows of people, ideas, technologies and more. It is this “transnational motion” that allows open markets with less government restriction on the flow of goods and services to nationally spread ideas, products and services. This is how a company like BMW has established itself as one of the most renowned motor producers with a commodity that is in demand globally. BMW has established itself in the market as one of the elite of the industry mainly reflected in their prices. Products like these create consumer cultures that produce meaning from messages such as the commodity sign of BMW.

BMW’s commodity sign contains significant meaning for the consumer culture and relays a message to anyone. It has such a strong consumer culture that its logo is recognizable globally. BMW’s logo is featured on all of their products, once it is seen, it is known what type of car or bike it is, and the associated meaning it entails. The logo has been used for over ninety years and embodies the company’s brand and message. Many have written about the thought behind the logo. It is said that it was created around the image of a rotating propeller with the blue and white reflecting Bosnia’s national colours, Bosnia being the state of Germany where BMW was founded (Vijayenthiran, 2010). This has become a national symbol for BMW and Bosnia with the ethos remaining to promise an outstanding product no matter where in the world. This logo has remained mainly untouched in it’s