Semiotics is a theoretical approach to communication, it aims to establish widely
             applicable principals, it can be described as the study of signs. Semiotics involves the
             study of anything, which stands for something else in some respect or capacity. Signs
             can take the form of words, images, sounds, and objects.
             Every medium used, whether it be television, radio or magazine advertisement is
             Constrained by the various channel that it uses. For instance, even in the medium of
             language, words fail in attempting to represent certain experiences, and there is no
             way of representing smell and touch. Different medias provide different frameworks
             for representing experience, within a particular medium certain senses become
             dominant and the medium does not serve as a means of communication, but as a
             semiotic System. The press uses a visual channel, the language has been written and it
             is supported by photographs, graphic design and printing.
             In contrast to this, radio uses an oral channel and relies on spoken language, sound
             and broadcasting. Whilst television combines sound, image and broadcasting.
             Therefore Print can be seen as less personal than radio or television, radio allows
             individuality and personality through the sound of someone's voice. Television takes
             the process further by occupying the viewer visually.
             Signs take the form of words, images, sounds, acts or objects, but these have no
             genuine meaning and become signs only when we invest them with meaning- Nothing
             is a sign unless it is interpreted as a sign. Anything can be a sign as long as someone
             interprets it as signifying something, referring to or standing for something.
             Every signs composed of a signifier; the form, which the sign takes, and the signified-
             the concept it represents. The sign is the whole that results from the association of the
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