Preview

Lynx Advertisement Semiotic Pitch Presentation

Satisfactory Essays
Open Document
Open Document
578 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Lynx Advertisement Semiotic Pitch Presentation
DES102 Semiotics speech | Harrison O’Connor | | | | | | |

DES102 Speech
Good afternoon ladies and gentlemen my name is Harry O 'Connor and today I am here to talk to you about the strong signified meaning to young men and teenagers the Lynx deodorant company is able to achieve in their advertisements. Throughout this talk I will be deconstructing the text through the denotative and connotative meaning that the advertisement conveys. Firstly, before we begin, I will show you a quick snip-it from the advertisement that will be the main focus of the talk today. There are many questions we can ask in order to be able to deconstruct a text, for this text mainly Frye’s semiotic theory (Anatomy of Criticism: Four Essays, 1957) will be used.
The Lynx deodorant company adopts strong codes and conventions to convey messages they attempt to signify through use of connotative visuals and audio to influence its targeted audience. Lynx’s ' extensive use of repetitious themes in all advertisements also allow brand recognition for the audience to connect further with the brand.
The Lynx deodorant company has many controversial advertisements, as most of the advertisements express highly provocative and sexual underlying messages in order to portray the young male as a dominant character in the advertisements. To deconstruct this now we must follow Frye 's theory, to do this we should ask ourselves questions such as; speculate about the relationship between the lynx advertisement and the culture from which the text emerged? What patterns exist within the text that makes it a product of a larger culture (Anatomy of Criticism. 1957)? As stated earlier the product advertisements target young males, in relation to today’s culture most young males and teenagers long to be the centre of attention of beautiful women, they long to be the sexual entity of girls "around the world", the advertisement as shown promises all of this with not only the whole video with


References: Case , T. (2010, 10 19). Structualism and semiotics. Retrieved from http://owl.english.purdue.edu/owl/resource/722/07/ Ayre , J. (1992). Northrop frye . Retrieved from http://www.thecanadianencyclopedia.com/articles/northrop-frye Wright , R. (1998, 08 29). Semiology - roland barthes - theories. Retrieved from http://www.ic.arizona.edu/~comm300/mary/semiotics/barthes.theory.html Wright, R. (1998, 09 14). Semiological terms - roland barthes. Retrieved from http://www.ic.arizona.edu/~comm300/mary/semiotics/barthes.terms.html
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Good Essays

    Rhetorical Analysis Of Vintage Tobacco Advertising
    • 993 Words
    • 4 Pages

    Rhetorical Analysis Of Vintage Tobacco Advertising

    Within this report, an advertisement for Lucky Strike cigarettes has been used in order to break down the rhetorical analysis of the ad itself. This essay explains the pathetic, ethical, and logical appeals in which have been used in order to attract consumers. This break down will explain how such a simple advertisement; can attract a variety of consumers in order to buy their product. There are three main appeals in which the rhetorical analysis is composed of, in order to produce and ad, which will actually attract people.…

    • 993 Words
    • 4 Pages
    Good Essays
    Read More
  • Good Essays

    where does the night take you? rhetorical analysis paper
    • 1000 Words
    • 4 Pages

    where does the night take you? rhetorical analysis paper

    With the advents of technology, advertisements depict women as desirable commodities this has poisoned the minds of many young women ultimately morphing values and beliefs. Women are shown in subordinate, submissive, and male pleasing roles. Media and advertisement representation reflects and reinforces sexism in society today. The social standards of beauty and feminism are set by Hollywood’s greatest celebrities. They do this by alluring women into buying cosmetic products affirming the concept of female beauty. Companies such as “bebe”, apply the same technique to persuade women in buying their apparel. In the ad “bebe”, the company portrays a woman holding a bright red lipstick getting off a taxi while flaunting a revealing dress. On the other side, she is shown obeying all rules, in bed with black revealing lingerie with an enticing text, “9pm to 5am obey all the rules, you miss all the fun”. The ad amplifies its message and allures its audience to disobey all the rules if they want to become “the bad girl” by purchasing “bebe’s” apparel.…

    • 1000 Words
    • 4 Pages
    Good Essays
    Read More
  • Good Essays

    Susan Bordo
    • 976 Words
    • 4 Pages

    Susan Bordo

    This is a chapter from her book The Male Body. This chapter explains her thoughts on the use of the male body in advertising. Bordo explains how and why she first got interested in looking for new advertisements of males in magazines. Bordo explicitly depicts her thoughts on how people look at the male body, how it was used in advertising, movies, and our culture overall. She also goes into how over time the use of male bodies has changed in our culture. Bordo uses a lot of pictures and actual advertisements to draw you in as a reader and get you thinking about the depictions of male physique in your own way. The author uses many major clothing companies as examples for her depictions like Calvin Klein, Haggar, Dockers, and Gucci. She expresses that these companies and more have paved the way for the use of male bodies as “sexual objects” on purpose. Her idea relies on the entire belief that sex sales, which it does. Her thoughts go in depth on this subject, as far as to say gay stylists helped the world along with this idea.…

    • 976 Words
    • 4 Pages
    Good Essays
    Read More
  • Good Essays

    Old Spice: The Impression Of Male Stereotypes
    • 1176 Words
    • 5 Pages

    Old Spice: The Impression Of Male Stereotypes

    To begin, Old Spice’s written advertisement portrays the incentive emasculation of men. It focuses on a gender ambiguous name, Jamie, which contributes to the fear of not fitting in with social ideas of gender presentation. Old Spice’s commercial is analyzed to further develop our case of male degradation solely based on one’s physical stature. Old Spice focuses on a typically feminine market, body care, and uses normative, heterosexual masculinity to sell their product. Old Spice uses hyperbolic expressions to portray a physically attractive male as the face of a masculine…

    • 1176 Words
    • 5 Pages
    Good Essays
    Read More
  • Good Essays

    Pandora Ad Analysis Essay
    • 1269 Words
    • 6 Pages

    Pandora Ad Analysis Essay

    After the denotations and connotation, we follow a continuous cycle of decoding meanings and using language to convey them to others. The signs and languages have no natural bond to the subject. It is the organization and classifications we create in our minds that bring about a relationship between them. However, in accordance to Foucault’s theories, language has power to produce knowledge by the discourse process. It governs the meaningful discussion of a topic. In this Pandora ad, the breast cancer logos denotes the simple message that signifies the tribute to that particular disease but our connotations can help us recognize how the ad is skillfully utilizing the sympathy and fear women have for the breast cancer epidemic that targets the female population to promote hefty sales. The words and images in the ad construct a belief about how our purchases can be put to charitable events. It builds the meaning through three approaches; The pink background and breast cancer logo charms; the text summarizing the purpose of the purchase and a Susan G Kormen logo to signify their collaboration; an exciting offer for a free pink tote bag with a…

    • 1269 Words
    • 6 Pages
    Good Essays
    Read More
  • Better Essays

    Similarities Between Tipalet And Virginia Slims
    • 1191 Words
    • 5 Pages

    Similarities Between Tipalet And Virginia Slims

    Feminism and sexism have played a crucial role in the evolvement of advertising, and have heavily influenced the different approaches companies use to market their products to men or to women. Tipalet and Virginia Slims, two cigarette companies, introduced multilayered cigarette advertisements in the 1970s. At first glance, these advertisements are clearly different. In fact, Virginia Slims is assertively trying to pull away from the thinking behind the Tipalet ad. Yet, if one looks more closely, there is a glaring similarity- the use of a woman to sell the product. This similarity reveals the primary difference between these advertisements: the distinctly separate roles the two women play. This prompts one to question what purpose these female models play in both of the advertisements. Through the use of close visual reading and comparative analysis, I suggest that Tipalet and Virginia Slims are both trying to sell the consumer the woman they will “receive” when he or she smokes their cigarette…

    • 1191 Words
    • 5 Pages
    Better Essays
    Read More
  • Good Essays

    Analyse Dove’s Men+Care and Garnier’s Synergie Stop. How effective are they in selling their products?
    • 567 Words
    • 3 Pages

    Analyse Dove’s Men+Care and Garnier’s Synergie Stop. How effective are they in selling their products?

    Men+Care is aimed at women aged between 25-40 who live with their boyfriend or husband, but there is a secondary audience of men of the same age. The advert is black and white which sells the idea of an “obvious” message. It is set inside, in the shower, and is high key lit, to create a happy, comfortable feeling as well as simulate the feeling of being inside a shower due to the bright LED lights that are in most bathrooms. The advert features a white male in his late 20’s or early 30’s, which is the age of the target audience as well and therefore is relatable. The man is attractive, topless and smiling, all of which are appealing to women who would be buying this product for their partner. Although there is a lack of colour in the photo itself, the copy, caption, slogan and pack shot are all in cool blue tones, which connote cleanliness. It is shot below eye level, because the model has thrown his head back laughing. However, what sells this advert most is the caption, ‘Finally, a Dove body wash for men, isn’t it time they stopped stealing yours?’, because it is humorous and makes the audience smile. It is also capitalised and in a bold font, which is eye catching and further sells the idea of an “obvious” message. Subconsciously though, it feeds the ego of the audience because in the copy it says ‘your man’, suggesting that he is only theirs. The humour and happy model also attracts the secondary audience because it implies that if they use this product they could be as happy as the model.…

    • 567 Words
    • 3 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    Emphasizing Victoria's Advertisement
    • 619 Words
    • 3 Pages

    Emphasizing Victoria's Advertisement

    In the past several years, women have been over sexualized. Emphasizing sexuality has been prominent in things such a movies, music videos, and multiple advertisements. It is often a favored marketing move to use sexuality to promote new products to consumers, whether the advertisement is for men or women. In order to move past the degrading ways of advertisements, consumers must recognize the marketers’ tactics and realize who the target audience is and exactly what is actually advertised.…

    • 619 Words
    • 3 Pages
    Satisfactory Essays
    Read More
  • Better Essays

    Semiotics - Zelda: the Twilight Princess
    • 1200 Words
    • 5 Pages

    Semiotics - Zelda: the Twilight Princess

    Besbes, K. (2007). The Semiotics of Beckett’s Threatre: A Semiotic Study of the Complete Dramatic Works of Samuel Beckette. Universal-Publishers.…

    • 1200 Words
    • 5 Pages
    Better Essays
    Read More
  • Good Essays

    Vintage Coco-Cola Ad
    • 872 Words
    • 3 Pages

    Vintage Coco-Cola Ad

    Throughout its history Coco-Cola has always managed to use advertising as a powerful tool to create that special atmosphere in the minds of consumers that differentiates Coco-Cola from just some generic cola. In the past it was also extremely effective in advertising its product gaining a lot of market share and getting to the top of the market in terms of sales. The essay analyzes a vintage advertisement according to the rhetorical appeals of logos, ethos, and pathos and notes that Coco-Cola effectively uses appeals to authority, logic and emotions to make Coke a lifestyle, not just a drink.…

    • 872 Words
    • 3 Pages
    Good Essays
    Read More
  • Powerful Essays

    Semiotic Analysis of 3 Magazine Advertisements
    • 2389 Words
    • 10 Pages

    Semiotic Analysis of 3 Magazine Advertisements

    In this modern world that allows consumers access to dozens of instances of media advertisements per day (consciously, or sub-consciously), it is important to be able to recognize and interpret advertisements on a deeper level. These advertisements are comprised of several codes and conventions that are designed to attract attention to certain attributes of a product in order to sell it to the chosen target market. One effective method of targeting and selling a product to a specific demographic is through magazine advertising. Magazines have very specific niche markets in which consumers purchase a magazine based on their individual hobbies, wants, needs, social class etc. This allows marketers to target a specific market by placing an ad in a magazine that their target consumer may purchase on a frequent basis. Magazines in many cases are gender specific; this allows advertisers to target their ads and products to a specific sex. A magazine such as Cosmopolitan is aimed at young, professional women and their advertising reflects as such, whereas, an example of a magazine aimed at males of the same age and social status is Maxim. These magazine's advertisements utilize very different codes and conventions to appeal to men or women in the gender specific text. Male magazine ads are generally power and status themed, while on the other hand women's advertisements are usually aimed at self improvement through beauty products.…

    • 2389 Words
    • 10 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Case Analysis: Dove
    • 1583 Words
    • 7 Pages

    Case Analysis: Dove

    The Campaign for Real Beauty indeed achieved the brand awareness and broke people’s tradition definition of real beauty. However this campaign was controversial to the board of directors of Unilever. From one hand, some people hold the view that this advertising campaign was effective due to the fact that it improved the sales volume of Dove product by increasing the public product awareness. From another hand, some other people argued that this advertising campaign would be too risky for Unilever to continue and suggested that it might receive negative outcome in Asian countries. Because the culture…

    • 1583 Words
    • 7 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Semiotic Analysis
    • 2330 Words
    • 10 Pages

    Semiotic Analysis

    Another important figure in semiotics is philosopher-critic Roland Barthes who describes semiology as a science of forms, since it studies significations apart from their content. In his essay, Myth…

    • 2330 Words
    • 10 Pages
    Powerful Essays
    Read More
  • Good Essays

    Stereotypes Of Women In Advertising
    • 503 Words
    • 3 Pages

    Stereotypes Of Women In Advertising

    She advocates that the male gaze repudiates women from their own identity within advertisement. A woman is simply an ‘object’ to the man, a visual manipulation demoting them only to be admired for their bodily form (likely within a sexual manor). Sexual imagery is increasingly more often used within advertising to gain attention, publicity and attract potential consumers. Although the idea that sex sells is arguable and is degrading women in that process really worthwhile? As Twitchell said, ‘…sex doesn’t sell, but it certainly captures attention’ (Twitchell, 1996:157). It’s questionable whether these companies are simply taking an easy route to earn money, rather than having actual compassion for their consumers. To some degree, things have moved forward. Some women no longer stand to be an oppressive concept, and rather represent themselves in confident and assertive ways similar to how men represent…

    • 503 Words
    • 3 Pages
    Good Essays
    Read More
  • Good Essays

    Exploring Personality in the Indian Deodorant Category
    • 774 Words
    • 4 Pages

    Exploring Personality in the Indian Deodorant Category

    The Deodorant market in India transformed from being a predominantly grey market to a market with severe competition among popular brands. Most of the deodorant brands have taken advantage of the progressive and cultural shift happening in India by appealing to hedonistic pleasures of using a deodorant with daring advertisements that appeal to the Id component of the personality of the target market. Most of the brands focus on the primitive and baser drives, mostly sexual, of the individual and focusing on the sensation seeking trait, while some of the brands also appeal to the under stimulated category of individuals who are in need of excitement in their lifestyles. The brand personalities of most of the brands conform to excitement in the brand personality framework and appeal to linking the ideal self-image of the consumer with the brand in order to forge a strong self-brand connection…

    • 774 Words
    • 4 Pages
    Good Essays
    Read More

Related Topics