Cultural Analysis Of A Gossip Girl Ad

3390 words - 14 pages

Gossip Girl is an American teen drama set in New York Upper East Side and tells the story of privileged upper class young adults, as they battle sex, drugs, alcohol, relationships and betrayal. Narrated by an infamous incognito, who blogs the lives and drama of Manhattans elite.

The series was wrote in a series of novels by Cecily von Ziegesar and produced by Josh Schwartz and Stephanie Savage. The show begins with the sentence "Gossip Girl here, your one and only source into the scandalous lives of Manhattan's elite," and is primarily focused on the lifestyles of the upper class private school teenagers. However for Dan and Jenny Humphries, although having some economic capital from their fathers short success as a rock star. They attend the same school as the elite, but live over the bridge in a loft in Manhattan. The bridge represents the class divide between the Upper East Side and Brooklyn. The show symbolizes Jenny’s struggle to become involved in high-class society and Dan’s love story with Serena even though he resents everything elitist.

My chosen methodology for analysis is semiology, Rose (2001) argues semiology confronts the problem of how images make meanings directly. It is not simply descriptive, as compositional interpretation does not appear to be, nor does it rely on quantitative estimations of significance, as content analysis at some level has to. Instead, semiology offers a wide range of analytical tools for depicting an image apart and tracing how it works in relation to broader systems of meaning. A semiological analysis entails the implementation of highly refined set of concepts, which construct detailed accounts of the particular ways the meanings of an image are produced through that image.

Therefore Rose (2001) argues the sign is the most fundamental element of semiology. The sign is a unit of meaning and semiologists argue that anything that has meaning for example an advert or photograph can be understood in terms of its signs and connotations they symbolize. Signs can create meanings in complex ways.

Semiological understanding of the sign depends in part on the work of Ferdinand de Saussure. Rose (2001) argues Saussure wanted to develop a systematic understanding of how language works. Saussure argued that the sign was the basic unit of language. The sign consists of two parts, which are only distinguishable at the analytical level; in practice they are always integrated into each other. The first part of the sign is the signified; the signified is a concept of the object.
The second part is the signifier; this is a sound or an image associated with the word. The idea Saussure made with this distinction and which semiology depends upon is there is no necessary relationship between a particular signifier and signified. The connection can therefore be questioned and relations between signs can be explored.

Rose (2001) cites Gillian Dyer’s Advertising as Communication (1982) who points out that the...

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