Semiotic Analysis of an Advertisement

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A Semiotic Analysis of Gucci Guilty Advertisement
Muhammad Daim bin Mohamad Nizam (SCSJ 0010680)

In the recent years, Gucci released a new fragrance called Guilty. Stemming from their release of their fragrance for men, Gucci Guilty Pour Homme, they decided to add to the collection and release a fragrance for women. This particular advert relies solely on photographic imagery. Although this doesn’t physically represent the actual product, it basically gives us a representation of what the product is and what it should potentially stand for. In this ad, there is a couple engaging in the act of foreplay over a dark background with amplified colour contrast. In this photo, you can see that the woman in the ad is being kissed on the neck. The denotative meaning of the sexy image is that of a couple getting frisky. The connotative meaning is that she’s irresistible. The signifier is the couple and the signified is the lust. This ad is geared toward a young adult, female audience because of the emphasis on the female subject’s lustful look at the reader, apart from the words under the product reading, “Gucci Guilty a new fragrance for her”. If you look closely, there is an amplified colour contrast on the eyes of the female subject showing the audience that there is a somewhat youthful appearance however a very sexy and deviant individual. In addition to the subjects’ pose, there is an iconic image of the product strategically positioned underneath the female subject’s head, indicating that it is her “guilt” that we are witnessing. The signifier, then, would be the product and the signified would be the luxury that Gucci represents. It is simple to deduce in two ways the meaning of this advertisement. First, it’s safe to say that there is a couple engaging in an adulterous relationship and the emphasis on her eyes could imply an extent of guilty pleasure. In the actual director’s cut of the commercial, you see a very sexy lady driving a fast car at top...
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