Ferdinand De Saussure promoted the idea of ‘semiology’ in Course in General Linguistics (1915): he saw language as a cultural creation, rather than something innate; a social system
governed by a set of identifiable rules/codes.

Saussure coined the term ‘semiology’: ‘a science which studies the life of signs at the heart of social life’.

Dr Sassuer would say this poster is a sign, as it made of the two layers/key components; the signifier (the printed poster itself/physical existence) and something signified (the idea that this is a scarier more thrilling film compared to others, elaborated on with the use of comparisons.)

Some arbitrary/symbolic signs used in this poster are the run down walls and chickened floor- to which we could associate to run down clown scenery, further amplified in the fact the clown would usually be a symbolic sound of happiness and children however looking deeper into it and analysing the poster we can infer that it is an indexical sign to death (blood on gloves) and horror. Lots of red/dark tones to represent blood and shadows- associated with darkness and fear.

Some symbolic signs are the rosary and the nun both representing the religion of Christianity, however indexical signs are more apparent in this poster; light at the end of the corridor has strong connotations to either freedom, or death (light at the end of the tunnel.) The rosary and nun can also be an indexical sign to combat or opposing forces as it seems like the rosary is being used as a protection against the nun/spirit. Once again the majority of this poster is deep and dark tones with some blue- connoting the sadness and darkness showing the audience how deep the story will dive.

This poster takes advantage of indexical signs quite a lot and thrives off of us trying to analyse it instead of it being given to us in the forms of symbolic signs, for example a beehive represents bees, worker bees, but looking deeper into it- beehives are all function around the leader- the queen bee, we can now make the observation that a beehive connotes to/is an indexical sign to a cult which works in a similar way (the title of series 7). The lady also could be seen as brainless- natural way of life replaced by a bee/cult like lifestyle. Her skin is washed down and pale and the only form of colour on her face is red, red is an indexical sign to danger, love, anger, or death (blood) we can suggests that a lot of these categories will be included in this season while the white skin also doubles as a way to show how brainwashed the character is. The syntagm of signs working together to produce a cult idea is finalised by the anchorage title “cult”

Another poster for the series above which cleverly acts in the same way that the season 7 poster did- relying on indexical symbols to incise viewers and make them engage the curiosity into watching the series. The indexical symbol or connotation of white shows purity which also links in with the symbolic sign of a nun which represents purity or religion, this is harshly juxtaposed against the leaking black ink coming from the eyes, eyes have a connotation or indexical sign as to being the windows of the soul, therefore this harsh dark liquid compared to the purity of the nun could represent the purity of the nun becoming corrupted from the soul, corruption of the soul could also infer to possession or demonic ideas- which also links in with the nun theme and the plot of the season which involves possession.