“Young Love” vs. “Chanel No.5” a Comparison Between Two Perfume Commercials with Regard to Semiotics, Language and Representation
“Young Love” vs. “Chanel No.5”
A comparison between two perfume commercials with regard to semiotics, language and representation
Written by
Julia Lammer
Table of Content
1 Introduction 3
2 The use of semiotics in commercials 3
3 Representation 5 3.1 How music is used to influence the addressee 5 3.2 The role of representation 6
4 The power of language in commercials 6
5 The differences between Young Love and Chanel. No 5 7
6 Conclusion 8
7 Bibliography 10
8 Webliography 10
9 Filmiography 10
10 Appendix 11
Introduction
No matter if we are walking along the streets, driving in a bus or just watching TV we are constantly confronted with commercials. People tend to follow the latest trends and commercials do play an important role with regard to their consumer behaviour. Our society is constantly influenced by advertising. While ambitious people put a lot of effort in their work, the audience of commercials often tries to avoid them and is annoyed by the amount of advertisements they have to stand in order to watch their favourite TV series. Today they have become a part of our life and the competition to produce an effective commercial is enormous. A reason for the increase of advertising is certainly the pressure to produce a product that sticks out in the market and like the product itself, also the commercial of it should be unique. Especially TV commercials are used to attract the addressee and the addressers spent a lot of money and time to obtain the attention of the viewer. The most glamorous commercials are certainly those of perfumes. Therefore this paper is going to focus on two perfume TV commercials and the features that are used to produce an effective advertisement and thus show the amount of work that lies behind it. One will be a TV commercial of 1962 that deals with the perfume “Young Love” while the other
A comparison between two perfume commercials with regard to semiotics, language and representation
Written by
Julia Lammer
Table of Content
1 Introduction 3
2 The use of semiotics in commercials 3
3 Representation 5 3.1 How music is used to influence the addressee 5 3.2 The role of representation 6
4 The power of language in commercials 6
5 The differences between Young Love and Chanel. No 5 7
6 Conclusion 8
7 Bibliography 10
8 Webliography 10
9 Filmiography 10
10 Appendix 11
Introduction
No matter if we are walking along the streets, driving in a bus or just watching TV we are constantly confronted with commercials. People tend to follow the latest trends and commercials do play an important role with regard to their consumer behaviour. Our society is constantly influenced by advertising. While ambitious people put a lot of effort in their work, the audience of commercials often tries to avoid them and is annoyed by the amount of advertisements they have to stand in order to watch their favourite TV series. Today they have become a part of our life and the competition to produce an effective commercial is enormous. A reason for the increase of advertising is certainly the pressure to produce a product that sticks out in the market and like the product itself, also the commercial of it should be unique. Especially TV commercials are used to attract the addressee and the addressers spent a lot of money and time to obtain the attention of the viewer. The most glamorous commercials are certainly those of perfumes. Therefore this paper is going to focus on two perfume TV commercials and the features that are used to produce an effective advertisement and thus show the amount of work that lies behind it. One will be a TV commercial of 1962 that deals with the perfume “Young Love” while the other
Bibliography: Cook, Guy (2001). The Discourse of Advertising. Second Edition. London: Routledge. Chandler, Daniel (2002). Semiotics: The Basics. London: Routledge. Yule, George (1985/2006). The Study of Language. Third Edition. Cambridge: University Press. Filmiography “Young Love Perfume” (1962) “Chanel No.5 Film” (2003). Fox Studios, Australia.