Ordinary Objects Become Meaningful: Lacoste Challenge Perfume Advertisement

1592 words - 6 pages

The organizational process behind making ads is complicated. Many things can be discovered when you look into the deeper meanings behind an advertisement. The advertisement that I chose to interpret through semiotic analysis came from Vogue Magazine, advertising the new Lactose perfume for men called Lacoste Challenge. This is a very recent ad, made to advertise this new fragrance for men, and it features celebrity actor Hayden Christensen as the new model for the promotion of this new perfume. This ad is pretty straight forward and general, but what else is missing? What other details were included in the development of this ad that makes it so effective to consumers? Through this semiotic analysis, the study of signs, I’m going to take a look at how the specific cultural meanings, as well as what the feelings, ideas and representations affect what we see, and what we don’t.
First we are going to take a look at the denotative level of the advertisement, which is the literal, and common sense meaning behind the ad. In this specific ad, the central focal point is a man holding a long rectangular shaped bottle. He is a white male, with brown hair and blue eyes. He is wearing a navy blue collar shirt, with a pair of light blue denim jeans. His stance suggests that he is in motion. The bottle he is holding is filled with some yellowish looking liquid. On the bottle is a small picture of an animal, that same animal is featured in the top right hand corner of the page with some text. There is more of the same text positioned in the center of the ad across the man, as well as below him in a black rectangle. The text fonts are similar. Also in the background of the picture we can make out the blurry outline of the top of a car, which is black. The colour scheme used for this ad consists of dark neutral colours, with the occasional use of yellow. The overall image has a very soft appeal, because the outlines of the man and the objects in the picture are slightly blurred. These are the images that we see when we take a first glance of the ad. These things are what people see first and recognise, as everyday items they are familiar with. Secondly, we’ll cover the connotative level of the advertisement, which is where we decode the deeper meanings behind the images in the ad, and interpret them in order to discover the meanings that are less obvious to the consumer. First is brand name that they have on the perfume Lacoste. Lacoste is a well known name, which in itself sounds expensive. It is a French name and the French are usually classified as high society people. The sell high end clothing and accessories for men widely know for the popular and stylish tennis and collared golf shirts. The animal used as a part of their logo is a green crocodile derived from the nick-name of a tennis player whose name was Lacoste. The male in the ad is celebrity actor and model Hayden Christensen. He is also wearing Lacoste apparel further advertising the brand. He is...

Find Another Essay On Ordinary Objects Become Meaningful: Lacoste Challenge Perfume Advertisement

french fashion brands and designers Essay

618 words - 2 pages brief overview of the many galas great economic potential companies that have inspired the fashion of other nations.Chanel, a woman who marked time in the French and European fashion:Coco Chanel was founded in 1908 by Mark Gabrielle Bonheur, and became throughout the twentieth century, a giant in the world of fashion. Create from perfume to makeup, from clothing to products for skin treatment. His style could say that combines luxury with elegance

English gcse media essay

801 words - 3 pages men as successful, and fearless. One is a business man kyaking and the other is an astronaut. For males this is how advertisements reinforce gender stereotypes.'Givenchy' stereotypes Women as elegant, perfect and classy as in an advertisement for a perfume called 'Organza'. The same stereotypical role is also taken up in most other advertisements aimed at women. The woman in the advertisement for 'Organza' is pictured next to an enlarged picture

Cultural and Diversity Advertisement

1081 words - 4 pages with Coca-Cola and how it brings people together from different backgrounds. Another way the advertisement demonstrates that the people are all connected is that Coca-Cola has placed what seems like ordinary people drinking out of Coca-Cola bottles and cans within the advertisement to show that even though they might be of different cultures they can still have the same taste in drinks. By having the same taste in drinks, the people can bond over

Social Media, Employment and Ethics

3062 words - 12 pages Social media and employment has been a steadily increasing topic of conversation over the most recent years. Cases of termination from employment as a result of social media discrepancies have become prevalent. Social media has caused the business climate to shift. Robert Freeman makes mention in Strategic Management, about the “acceleration of new technologies.” He mentions a prediction of change in major social issues due to

Advertising Analysis: Parisienne

1413 words - 6 pages , such as the life of Kate Moss as advertised in this ad, is being sold in this advertisement to the public. The advertisers who created this ad are suggesting that if one purchases the perfume “Parisienne”, that person will be able to live their life to the fullest and will be seen as far more sexualized beings in the eyes of the opposite sex. This ad clearly targets women of a young age as it is trying to sell romance, sex, and spontaneity. It


1924 words - 8 pages to her, they will want this perfume as well. This satisfys the needs and wants of people because they see a beautiful classic advertisement of the perfume and the consumers will want it, and that is how the marketing concept works. Chanel is showing to its consumer about the product in this advertisement and why they must need it. But there is also always competetition, so what does Chanel offer in this perfume that other brands don't? The

The Portrayal of Women in Advertising

2760 words - 11 pages individuals allows for false impression within the general population which formulates the idea that all women are or should be as this model appears in the picture – defenseless, exposed, and powerless. In the Jean Paul Gaultier advertisement below, one might easily conclude that at first glance the image is perfectly acceptable and does not degrade women in any sense. However, if one observes the perfume bottle in the lower right corner of

Sex Sells in Advertisement

1487 words - 6 pages that if the fragrance is used, sex and pleasure will be the result . While the wording of the advertisement provided an interesting method of getting someone’s attention, the photograph incorporated in the ad was able to truly grasp the young viewer and pull him or her into the advertisement. The slogan on the advertisement was supported by the unique image of a young attractive couple, together in bed, clearly about to become very intimate

Effects of Advertising

2599 words - 10 pages , and somehow dirty. It is the action of making people believe they need this product to become successful just to be cool (BLU2). An example of this type of persuasion might be, “Rolex, because to be the best, you need to wear the best. Do you have your Rolex?.” These types of advertisements are the one that work with most people. Now, let’s start talking about the parts of advertisement. Advertisement is very different depending on the medium

1. Critically analyse the role of operant learning in explaining consumer behaviour.

1503 words - 7 pages experience with a product (e.g. satisfaction) can also be seen as a reinforcer. Whereas in classical conditioning, the association is between a neutral stimulus (something with no meaning to a consumer e.g. an unfamiliar or low-involvement product) can be associated with a meaningful object, and through this association consumer can learn to respond to the neutral object in the same way that they respond to the meaningful object. In marketing

Major Advertising Strategies

1778 words - 7 pages advertise their products to attract different consumers. However, must marketers are faced with the challenge of getting their message across to their consumer – and just having the ad noticed. The average individual sees and processes vast amounts of advertisements as they go about their everyday lives. In small towns, a person could see a dairy ad on the side of a truck or a Pepsi banner hanging in front of their favorite food store. Individuals

Similar Essays

Lacoste: Repositioning The Brand Image. Essay

2842 words - 11 pages could give some key dates as following. Actually, they represent the brand emancipation:1936-1939: Progressive and selective development of high quality shirts (priority to quality aspect)1946: Apparition of a colours' line for the knitwear shirt in cotton.1959: First collection for children.1960: Launching of shorts and striped polo shirts.1966: Creation of a tracksuits' line.1968: Launching of the first Lacoste perfume.1981: Launching of the

Consumer Analysis

2768 words - 11 pages target group for Lacoste. The lifestyle that Lacoste is suited for is found more amongst Business class and people in corporate sector.PSYCHOGRAPHICSNeeds and Motivation: On the hierarchy of needs, the customer who purchases Lacoste would ideally be on the 4th level where the esteem needs become the motivation for buying the product. Lacoste is an aspirational lifestyle brand which the consumers purchase in order to be a part of the higher

Women In Advertisements Essay

1668 words - 7 pages illustrated in sexually provocative poses for the purpose of selling something as ordinary as shoes. They are also shown scantily dressed and sprawled in positions of bondage just to sell a product such as lipstick. This is how advertisers have become the single largest contributor to the continuation of female degradation and sexual bias in our society. The way these women are portrayed and most of the messages these advertisements illustrate are both

French Fashion Brands And Disigners Essay

618 words - 2 pages brief overview of the many galas great economic potential companies that have inspired the fashion of other nations.Chanel, a woman who marked time in the French and European fashion:Coco Chanel was founded in 1908 by Mark Gabrielle Bonheur, and became throughout the twentieth century, a giant in the world of fashion. Create from perfume to makeup, from clothing to products for skin treatment. His style could say that combines luxury with elegance