Semiotic Analysis of Ad

Best Essays
Media Analysis

In this semiotic analysis I aim to identify and discuss some of the signs, codes, myths and connotations present in the media text above, and explore their contribution to the media construction of concepts of gender.

Signs, codes, myths and connotations refer, in this instance, to contributing elements in the ways in which one may interpret a media text. Codes may be defined as a set of belief systems concerning learned perceptions of the world. They ‘provide a framework within which signs make sense’ (Chandler, 2001). A sign could be an object, image, sound, flavour, odour, act or word that signifies something to someone, however, 'nothing is a sign unless it is interpreted as a sign ' (Peirce, 1931-58: 2,172). Myths are, in this context, a collection of signs, symbols and codes that in summary may be used to describe certain beliefs or traditions. Every culture has their own set of myths, which are often passed down to future generations and provide a way for them to make sense of reality. In Mythologies Barthes describes myths as a ‘type of speech... a system of communication... a message... a mode of signification, a form’ (Barthes, 2009: 131). Connotation refers here to the possible cultural meanings behind certain elements of the media text above, again it may be worth considering Barthes view that, 'thanks to the code of connotation the reading of the photograph is... always historical; it depends on the reader 's "knowledge" just as though it were a matter of a real language, intelligible only if one has learned the signs ' (Barthes 1977, 28).

On a denotative, or more literal, level the advertisement shown is a photograph of famous pop star Beyoncé with a bottle of perfume, but the more subtle connotations associated with the image tell us far more about its intentions. While the connotations experienced may depend on the reader, as Barthes suggests, and may vary from one to another, there are some present in this text



Bibliography: ASA. (2010). ASA Adjudication on Coty UK Ltd . Available: http://www.asa.org.uk/ASA-action/Adjudications/2010/11/Coty-UK-Ltd/TF_ADJ_49398.aspx. Last accessed 7 February 2011. Barthes, R (1977): Image-Music-Text. London: Fontana Barthes, R. (2009). Myth Today. In: (Trans. Annette Lavers) Mythologies. Revised edition. London: Vintage. Chandler, D. (2001). Semiotics for Beginners: Codes. Available: http://www.aber.ac.uk/media/Documents/S4B/sem08.html. Last accessed 7 February 2011. Heat: perfume advertisement, image, 2010. viewed 13 February 2011, < http://www.shoppingblog.com/blog/11211017 > Peirce, C. (1931-58): Collected Writings (8 Vols.). (Ed. Charles Hartshorne, Paul Weiss & Arthur W Burks). Cambridge, MA: Harvard University Press Stevens, L; Maclaran, P; Brown, S (2003). “Red time is me time”; advertising, ambivalence, and women’s magazines. The journal of advertising, Vol.32, No.1, spring, 35-45, American Academy of Advertising. Winfried Nöth. (1995). Language and Language Based Codes . In: Handbook of semiotics. USA: Indiana University Press .

You May Also Find These Documents Helpful

  • Good Essays

    Semiotic Analysis

    • 770 Words
    • 4 Pages

    This semiotic analysis discusses the advertising of the women's perfume, Pleasures. The essay will analyze the advertisements in terms of its status as signs, whose meanings not only give a favorable impression of the product, but also are compatible with, and complementary to the feminine context in which they are intended. Although the advertisement does not physically represent the product, they all provide an important symbol of the product. The ads use a variety of signifiers which publicize…

    • 770 Words
    • 4 Pages
    Good Essays
  • Powerful Essays

    Semiotic Analysis

    • 2330 Words
    • 10 Pages

    A Semiotic Analysis: “There’s A Soldier In All Of Us” In today’s society, people are significantly influenced by the media. Mediated messages are often deliberate and appeal to specific audiences based on race, gender, ethnicity, social status, education level, political views, and much more. By applying semiotics to everyday life, we can decipher meaning within texts, film, and photography in a more constructive way. Here, it becomes evident that semiotics is a fundamental concept that enables…

    • 2330 Words
    • 10 Pages
    Powerful Essays
  • Powerful Essays

    Semiotic Analysis

    • 1822 Words
    • 8 Pages

    Gurminder Kambo – 090258100 CS 235 Naveen Joshi March 8, 2012 Semiotic Analysis Assignment In modern western society, advertisements dominate our culture and consumer affairs. We are bombarded with thousands of advertisements everyday, which become a part of our everyday lives. Culture determines the taste of consumers, advertisements is a tool to sell products to the general public that were influenced by our cultural trends. This could be telling us how to feel, what to like and what…

    • 1822 Words
    • 8 Pages
    Powerful Essays
  • Good Essays

    Semiotic Analysis

    • 1427 Words
    • 6 Pages

    ways companies market their products. As consumers it should be our responsibility to know and understand what these advertisements actually mean. Through semiotic analysis we are able to de-code what goes through the minds of marketers when advertising a product and fully understand what the advertisement means. In this essay a semiotic analysis will be applied to Apple’s commercial on the I Phone 5 to determine how the use of signs represent the ideologies of class and wealth. The commercial I chose…

    • 1427 Words
    • 6 Pages
    Good Essays
  • Good Essays

    Semiotic Analysis

    • 909 Words
    • 4 Pages

    Lubna Khadija 1008154 Media, Culture and Ethics Semitic Analysis Assignment Semiotic analysis of ‘Beauty and the Beast’ Beauty and the beast is a Walt Disney fairytale animation as a remake of an old French movie, ‘La Belle et La Bete’ . The movie in itself is a conglomeration of symbolic signs, indexical signs, connotations, denotations, paradigmatic and syntagmatic relations all in one. The animated movie contains various elements of signs, codes and myths in order to bring about a…

    • 909 Words
    • 4 Pages
    Good Essays
  • Powerful Essays

    semiotic analysis

    • 1093 Words
    • 5 Pages

    On the cover of More! the character again embodies the self for the reader. She represents the more! "ethos of youthful, cheeky impertinence" (in Curran 1996: 189) Her red, low-cut dress suggests that she is sassy; a vixen that has sexual needs and is not afraid to fulfil them. Again, the clear skin and perfect features encourage the reader to believe that there is an inner-beauty within everyone that will shine through. However, the More! model does not appear as innocent as the 19 model. Her hair…

    • 1093 Words
    • 5 Pages
    Powerful Essays
  • Good Essays

    Analysis of Vanity Fair Magazine Cover (May 2006) Kress and Van Leeuwen (1996) have provided a toolkit for visual analysis that Unsworth (2001) draws upon in his analysis of images. In this short essay I will use the meta-functional framework as adopted by Kress and Van Leeuwen and presented by Unsworth (representational/ideational, interactive/interpersonal and compositional/textual) to conduct a short analysis of the special Green Issue of Vanity Fair magazine cover from May 2006. In the analysis…

    • 776 Words
    • 4 Pages
    Good Essays
  • Good Essays

    Semiotic Analysis

    • 1053 Words
    • 4 Pages

    Semiotic Analysis Ordinary advertising consciously shape the pattern of life is the basic function of fashion, excellent advertising is likely to be a carrier to create life poetic art, at the individual and group, human and nature, the present and history of multiple correlation of life "enrichment" and "play" poetic creation. According to McLuhan, he think advertising is a vast field (group) to a narrow space (individual), advertising also could narrow space for the majority of areas(McLuhan,…

    • 1053 Words
    • 4 Pages
    Good Essays
  • Good Essays

    Semiotics analysis

    • 816 Words
    • 2 Pages

    Semiotics analysis Communication & Culture Colour- When you overview the magazine the main themes of the colours which are featured are linked to the models dress. The back colour of the dress is a plain nude colour; however it is embellished with sequins ranging from, red, emerald green, teal and pink. The text and background on the cover of the magazine is influenced by these colours. The title featured, which is red and bold, associates with sensuality and passion which is presented in the models…

    • 816 Words
    • 2 Pages
    Good Essays
  • Powerful Essays

    Semiotic & Feminist Analysis

    • 2542 Words
    • 11 Pages

    22-02-2012 Media Analysis Project 1 | Semiotic Analysis & Feminist Analysis | Ellen Gough | Part One: Semiotic Analysis Defining and Explaining Semiotics 1. What is meant by Semiotics? Semiotics is the science of signs. It helps us better understand how messages are constructed through different media forms like still images, film, television and other works of art. It is the study of social production of meanings using sign systems which helps us understand how certain things…

    • 2542 Words
    • 11 Pages
    Powerful Essays