1. Semiotics is the study of signs and symbols, or the way you read images. Key terms are
denotation and connotation. Denotation is the literal thing or set meaning of something.
Connotation means the deeper meaning of what we see and what we can ‘read into’
something based on social/historical context; the connotation of something is infinitive.
Ideology is a system of beliefs and ideas for example political or religious. Dominant
ideologies can be described as capitalistic, patriarchal and heteronormative. The capitalistic
ideology means that making money is the point of life. Patriarchal is people believe that men
are in control and heteronormative is that anything other than heterosexual relationships
are abnormal.
2. This advert is a crisps advert made by Mccoys. The
use of dark colours appeals to men. The title is large
which says “Man Crisps” showing these crisps are
intended for only men. This is patriarchal as it is
showing that men are in control and not making
women seem equal as there is no crisps which say
“women crisps”. Another interpretation from this
advert is it can make you more masculine by eating it.
3. This is a watch advert. This advert uses
patriarchal ideology as it is showing a man
wearing a watch and having a press conference
not a woman. The tagline is showing a man can
change the world as he is the central image also
that men are more superior than women. Rolex
is a very expensive watch and from the tagline it
shows that having money and a Rolex makes
you able to change the world, which conforms
to the capitalistic ideology.
4. This is a Nike advert we know this as we see the
signature tick at the bottom. The text for this
advert is says the shoe makes the man, which
shows this show is only for a man. This advert is
patriarchal as it is showing that men are in control
and by wearing sneakers makes you more like a
man. In the background of the poster it has Iron
Man who is a superhero, from this you can
connote that only men are superheroes as this is a
man shoe.
5. This is a perfume advert, for Justin
Bieber’s perfume “Someday”. On
the poster, we see Justin Bieber and
a girl whispering in his ear. This
advert conforms to the
heteronormative ideology as it is
showing a man and a woman with
the perfume rather than two men
showing that a heteronormative
relationship is the only way
forward.
