For the practical use of video retrieval systems, access must be
provided so as to bridge the semantic gap between the system and users.
Semiotics, which is concerned with the production of sense and of the
way in which it is received by humans appears as the formal background
for this goal. According to semiotics, semantics can be extracted at
different levels of signification through a suitable set of rules which
combine visual and auditory signs. An intermediate semantic level, which
has to do with the combination of low-level signs, such as color,
motion, and shape and their changes through time, accounts for the video
expressiveness and the emotions provoked. It can be obtained
automatically and is often useful for retrieval by content and
similarity-based classification of video streams. Applications to
retrieval of commercials based on expressive semantics are discussed