SEMIOTICS

Language is an imperfect tool. One thinks he has made things clear, but often realises it is hardly the case. Translating, rewording, restating …, always new words, that only sometimes catch the point. Creativity is the art to communicate better, finding clearer words and more appropriate images, so as to say in the end almost the same thing.

Creativity is the challenge of an impossible translation: a patchwork of words and images, sharing a common aim. Creativity is paraphrasing, which already implies analysis. Semiotics helps creativity making analysis more conscious, thus exploiting the expressive potentials of language, and understanding more deeply what we are again and again trying to say.