Just like human beings, signs too live as long as they can transform and assert themselves. Strategy means keeping sense alive, consciously handling language. Strategy gains the upper hand on words and images, playing with them before they play with us. Strategy basically is communication, and given its dialogic nature, communication always is a strategic

performance. Figuring out one’s competitor already means communicating with him. Communicating implies building a relation with one’s interlocutor, giving him a role and a position. Semiotic analysis shows how a text is made of consistent and systematic choices, which altogether result in an implicit strategy, that grants its coherency and meaning.

SEMIOTICS