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How will this advertisement be interpreted?Using theories of textual analysis and semiotics, webelieve the reader will derive two key denotations:1) Other advertisements are deceptive2) Intelligent and successful people do not succumbto deceptive advertisements
1) Other advertisements are deceptive• This reading is dependant upon other advertisements that associate product consumption with feelings and actions that the product cannot actually provide.• Our advertisement follows the same structure of these advertisements, before pointing out the fact that the product is ‘Just Water’ and hence, the behaviours are unrealistic.
• Specifically, it is an example of critical intertextuality, as our advertisement draws attention to the deceptiveness of other advertisements.• Critical Intertextuality occurs when intertexts are used to attack other texts, subvert preferred meanings, and propose alternative meanings (Gray, 2006, 37).
Based on this, the reader should conclude thatother advertisements and their associatedbrands are deceptive, making the reader moreinclined to purchase our brand over others.
2) Intelligent and successful people do not succumb to deceptive advertisements• This reading results from two key signs.• A sign is an element of a text that produces meaning (Bainbridge et al, 2011, 169).• A sign is comprised of a signifier, the physical form of a sign, and the signified, the concept created by the signifier (Harrington, 2012a).
Signifier 1: the suitThis signifier can result in a number of signifieds, reliant on the readers’ extratextual knowledge (i.e experiental and textually mediated knowledge of the world) for instance: He is a business He is at a funeral professionalHe is graduating university He is getting married (MacLachlan et al, 1994, 4)
Signifier 2: The mans’ name badge which reads ‘Manager’•All meaning derived from language is a result ofpresupposed language systems (Schirato et al, 1996,24)• Hence the reader must understand the Englishlanguage to arrive at the signified•The name badge is ambiguous, as it does notsuggest what kind of manager the man is.• If the reader assumes he is the manager of asmall store, they may not reachthe desired signified: that he isintelligent and successful.
The combination of the two signifiers,however, results in the signified that the manis a manager of a formal (rather thanstandard) company, and therefore, it isassumed he is intelligent and successful.
Consequentially, if the reader believes theyhave, or aspire to have attributes of successand intelligence, they may be prompted topurchase our brand rather than other brands.
• Two key denotations: 1) Other advertisements are deceptive 2) Intelligent and successful people do not succumb to deceptive advertisements• Provided this meaning is derived, our brand ‘just water’ will be associated with values of intelligence and success, whilst other brands will be tainted as deceptive.• As a result, those who have, or aspire to have these attributes, or those who recognise the fraud of other brands, may favour ‘Just water’.
References:Bainbridge, Jason; Goc, Nicola and Tynan, Liz. (2011). “Chapter 9: Media Texts” in Media & Journalism: new approaches to theory and practice, South Melbourne: Oxford University Press, 163-180. Accessed April 28, 2012. https://cmd.library.qut.edu.au/KCB101/KCB101_BK_343558.pdfGray, Jonathan. (2006). “Chapter 1: Intertextuality and the Study of Texts” in Watching with The Simpsons: television, parody, and intertextuality, London: Routledge, 19-40. Accessed April 26, 2012. https://cmd.library.qut.edu.au/KCB101/KCB101_BK_179008.pdfHarrington, Stephen. 2012a. “KCB101 Introduction to Media and Communication: Texts - Week 3”. YouTube video, posted March 12, 2012. Accessed April 18, 2012. http://www.youtube.com/watch?v=cWdJuFp86N8&feature=player_embedded#!
Harrington, Stephen. 2012b. “KCB101 – Week 7”. Slidecast, posted April 18, 2012. Accessed April 22, 2012. http://www.slideshare.net/Stephen_Harrington/kcb101-week-7MacLachlan, Gale and Reid, Ian. (1994). “Framing Occurs, But There Is No Frame” in Framing and interpretation, Carlton, Vic: Melbourne University Press, 1-18. Accessed April 20, 2012. https://cmd.library.qut.edu.au/KCB101/KCB101_BK_234892.pdfSchirato, Tony and Yell, Susan. (1996). “Chapter 2: Signs and Meanings” in Communication and cultural literacy: an introduction, St. Leonards, NSW: Allen & Unwin, 22-42. Accessed April 20, 2012. https://cmd.library.qut.edu.au/KCB101/KCB101_BK_315661.pdfVaid, Helen. (2003). “Chapter 1: Secrets of Branding Revealed” in Branding, New York: Watson-Buptill Publications, 6-12. Accessed April 15, 2012. https://cmd.library.qut.edu.au/KCB101/KCB101_BK_234894.pdf