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Semiotic Analysis Of A Advertising Image

1459 words - 6 pages

For my semiotic analysis I chose to talk about a commercial for ‘Be delicious’ from Donna Karan New York to demonstrate how advertising generates its meanings, construct the image and behaviors ideology in order to attract customers.
‘Semiology provides the analyst with a conceptual toolkit for approaching sign systems systematically in order to discover how they produce meaning’ (Bawer et. all, 2000: 227). Advertising is one of the typically elements used for a convincing presentation product or service to the buyer or user. Advertising provides the link between products or service and people. To be efficient, it must correspond to products and to be relevant for people, expressing and sustaining competitive advantages. My image appears in Glamour, a specialized publication for women, which cultural context is gender, thus providing a greater degree of authority and the intention is to promote the reputation and sales of the perfume. The image is a collection of signs, these signs may include paradigmatic and systematic elements such as the name of the perfume, the fonts used, the colors or the women which appears with an green apple in her hand. ‘The goal of semiotics in the study of advertising is, ultimately, to unmask the arrays of hidden meanings in the underlying level, which form what can be called signification systems’ (Beasley et.all, 2002: 20). It is obvious that in the interpretation of an image controversies can arise and the meaning could be different from person to person due to the cultural level or ways of image analysis, because the reader approaches an image from a personal ideological perspective. Here we can say that the link between signified and signifier is essential. Signifier, is the particular term to describe the physical part who analyse and is characterizable as an observer. The signified is a thing indicated by signifier, a concept, a meaning. This is called the signification system. Breasley in his critical research argues that a signification system in advertising can thus be defined as the set of meanings that are generated for a product by a systematic association of various signifiers , with implicit signifieds relating to personality, lifestyle, etc. (see Beasley, 2002: 23)
Contextualizing, the advert embodies two semiotical specific elements, the denotative and connotative sense. Denotation is described as the defitional, obvious or commonsense meaning of a sign, or, from another point of view, what the dictionary attempts to provide. Often, the role of the denoted message is to naturalize the connoted one.
‘That is, the work of interpretation, or grasping the connotation of the image, is underlain and held together by the brute fact of the syntagm of denotation: the conjunction of the objects in the scene is natural or given, because it requires no translation, no decoding (Barthes,1964a: 51)

Analysing the advertising from a denotative point of you, I can say that it contains both text and...

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