The general aim of this methodological section is to provide an overview of the methods used so that a judgment can be made as to their suitability and to measure the validity of potential data which must be generated. This literature will discuss a method chosen to decode a specific text in the form of a short advertising film. The film, titled “Sartorial film”, was created by artist/illustrator Quentin Jones for a British perfume house, Penhaligon's. It was designed to explore and expose the story behind their men's fragrance, 'Sartorial'. Regarding the chosen method, Richard Howells (2004) argues that a form of visual methodology called semiotics is capable of helping us understand how people sell their products through many forms of advertising. Therefore, a semiotic approach will be applied to analyze this film. A French linguist Ferdinand de Saussure invented "semiology", which means "a science which studies the role of signs in social life", while the philosopher Charles Pierce worked quite independently of Saussure and founded "semiotics". ”, known as the “formal doctrine of signs” (Chandler, 2003). Chandler added that semiotics represents a range of studies in the fields of art, literature, anthropology and media rather than being an independent academic discipline. There are two major models for structuring a sign in semiotics, known as the Saussurean model and the Peircean model (Chandler, 2001). According to the Saussurean model, a sign is made up of the signifier and the signified. (Chandler, 2001). The signifier in Saussure's model is “the form that the sign takes” and a signified is “the concept that it represents” (Chandler, 2001, Signs, para. 3). Gillian Rose (2007) adds that there...... middle of paper ...... miotics has its drawbacks. According to Don Slater (1998), in terms of analytical richness, semiotics does not offer a clear method for its application. Apart from this, each semiological term carries significant theoretical background, and there is a chance for each semiological study to invent its own analytical terms due to the lack of clarity in its construction. Nevertheless, Robert Goldman (1992) agrees that semiotics meets the criteria as a critical visual methodology that uncovers the deep social assumptions that lie beneath media texts, particularly in advertisements (Rose 2007). Semiotics helps us understand how people are able to sell us particular products. brands of cars, perfumes or bags through advertising. It also inspires us to contemplate the meaning of life, as we can navigate verbal/visual texts and conjugate the meanings into representations of that reality..