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Visual Signs Of The Advertisement
Living in a world that is increasing in visual signs in advertisements, it is important to note what
they mean and the effect it has on us. Human beings are homo significans meaning that we are
meaning–makers, one reason being that we unconsciously interpret signs by relating them to
familiar structural convention. As advertisers are dependent on different conventions like fine art,
photography, music, cultural codes and literary tropes, they combine signifiers and signified in order
to give specific meanings to their commodities and achieve commercial value (Goldman & Papson
1996) This essay will analyse the advert in semiotic terms, discussing in detail the different
signifiers used for interpretations. I have chosen a dentistry advert for Walter Moretto. the copy, I
saw that there is more to the advert. This misunderstanding sparked my interest to know more and
the simplicity yet great appeal of the advert pulled me in and I decided to discover what made me a
victim of it. The advert; "Time is Up for Bacteria and Plaque" shows a man that can be identified as
the Grim Reaper holding a dental floss pick instead of a scythe a Reaper is accustomed to. At the
bottom of the ad, there is a name; "Dr. Med. Dent. Walter Moretto" who is identified as a dental
hygienist and his web address; "www.waltermoretto.ch" is placed below. The order of the individual
elements shows their relation to each other. The information on the advert tells anyone reading and
interested in
... Get more on HelpWriting.net ...
Visual Signs Of The Advertisement
A Semiotic Analysis Of Paulaner Weissbier
A Semiotic Analysis of Paulaner Weissbier
In the following text, a semiotic analysis of one German television commercial is carried out. It
represents Paulaner Weissbier and was aired on several German TV channels, such as ARD and
ZDF, in February 2012.
There are several reasons why this commercial of Paulaner Weissbier is considered to be suitable for
a semiotic analysis. Firstly, the fact that the commercial basically narrates a story indicates a certain
relevance of semiotics. Moreover, the commercial's format can be classified as a personalized
format, which allows for audiences to identify with the people interacting with it.
According to Sillars (1991), advertisements are considered to be effective, if they are able to clearly
communicate ... Show more content on Helpwriting.net ...
The younger man is clothed in a dark suit with a necktie, whereas the older man is more informal
dressed wearing a light brown polo shirt. The restaurant seems to be crowded since both men are
surrounded by many people. In the background, a fountain can be found. While the man in a suit is
continuously interrupted by phone calls, the second man is watching him with a smile on his face.
Then, a waitress in a white blouse with a tight right–white checked vest and a dark blue skirt with a
red pinafore brings two glasses of beers on a tablet to them. As she puts down the glasses on the
table she starts looking kind of sympathetically at the man in the polo shirt and then smiles at the
formally dressed man. As soon as the man in the suit tries to drink his beer, the phone begins to ring.
Then, the other man picks up the phone and answers in English "The person you have called is
temporarily not available. 'Pfiat' di!'" First, the formally dressed man seems to be really surprised,
but then he says grinning: "Cheers!" Whereupon the other man answers:
... Get more on HelpWriting.net ...
Visual Signs Of The Advertisement
Example Of Semiotic Connotation
The following semiotic deconstruction analysis will advance through three stages, that being
description, interpretation and evaluation. However prior to this it is important to discuss the fact
that we are now living in an era of an attention economy. In today's age, consumers are
"overwhelmed by the paradox of choice – so many choices to make, and no easy way to distinguish
among the offerings" (Davenport, Harris 2009). Furthermore, since consumers are bombarded with
advert offering its important to avail of whatever attention a brand gets. Thus an attention economy
is an approach of management that treat human attention as scare resources and applies an economic
theory to make use of that attention; hence the ability of the brand to channel ... Show more content
on Helpwriting.net ...
In such respect, a semiotic interpretation would first consist of a description of an image as noted by
Schroeder (2002). In principle, the description of the image would involve studying the aspects of
the ad such as the layout, brand blocks used, imagery, tag line, language and among other traits can
be discussed. Volkswagen was established in Wolfsburg in 1937, it is a German car manufacturer,
which has uniquely adopted a wide spectrum of target audiences. This spectrum goes from college
students to professionals as well as to customers in the commercial area. Captivatingly, during the
1960–1970's much of Volkswagen's advertising was known to be very thought provoking while
illustrating the utilitarian aspects of their vehicles, however not going beyond the emotional
meaning associated with owning a Volkswagen vehicle at that time. As you move through the years
Volkswagen has adopted a strategy in which they want to make people not only feel special if they
own a Volkswagen but hoping to build an emotional connection with their
... Get more on HelpWriting.net ...
Visual Signs Of The Advertisement

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Visual Signs Of The Advertisement

  • 1. Visual Signs Of The Advertisement Living in a world that is increasing in visual signs in advertisements, it is important to note what they mean and the effect it has on us. Human beings are homo significans meaning that we are meaning–makers, one reason being that we unconsciously interpret signs by relating them to familiar structural convention. As advertisers are dependent on different conventions like fine art, photography, music, cultural codes and literary tropes, they combine signifiers and signified in order to give specific meanings to their commodities and achieve commercial value (Goldman & Papson 1996) This essay will analyse the advert in semiotic terms, discussing in detail the different signifiers used for interpretations. I have chosen a dentistry advert for Walter Moretto. the copy, I saw that there is more to the advert. This misunderstanding sparked my interest to know more and the simplicity yet great appeal of the advert pulled me in and I decided to discover what made me a victim of it. The advert; "Time is Up for Bacteria and Plaque" shows a man that can be identified as the Grim Reaper holding a dental floss pick instead of a scythe a Reaper is accustomed to. At the bottom of the ad, there is a name; "Dr. Med. Dent. Walter Moretto" who is identified as a dental hygienist and his web address; "www.waltermoretto.ch" is placed below. The order of the individual elements shows their relation to each other. The information on the advert tells anyone reading and interested in ... Get more on HelpWriting.net ...
  • 3. A Semiotic Analysis Of Paulaner Weissbier A Semiotic Analysis of Paulaner Weissbier In the following text, a semiotic analysis of one German television commercial is carried out. It represents Paulaner Weissbier and was aired on several German TV channels, such as ARD and ZDF, in February 2012. There are several reasons why this commercial of Paulaner Weissbier is considered to be suitable for a semiotic analysis. Firstly, the fact that the commercial basically narrates a story indicates a certain relevance of semiotics. Moreover, the commercial's format can be classified as a personalized format, which allows for audiences to identify with the people interacting with it. According to Sillars (1991), advertisements are considered to be effective, if they are able to clearly communicate ... Show more content on Helpwriting.net ... The younger man is clothed in a dark suit with a necktie, whereas the older man is more informal dressed wearing a light brown polo shirt. The restaurant seems to be crowded since both men are surrounded by many people. In the background, a fountain can be found. While the man in a suit is continuously interrupted by phone calls, the second man is watching him with a smile on his face. Then, a waitress in a white blouse with a tight right–white checked vest and a dark blue skirt with a red pinafore brings two glasses of beers on a tablet to them. As she puts down the glasses on the table she starts looking kind of sympathetically at the man in the polo shirt and then smiles at the formally dressed man. As soon as the man in the suit tries to drink his beer, the phone begins to ring. Then, the other man picks up the phone and answers in English "The person you have called is temporarily not available. 'Pfiat' di!'" First, the formally dressed man seems to be really surprised, but then he says grinning: "Cheers!" Whereupon the other man answers: ... Get more on HelpWriting.net ...
  • 5. Example Of Semiotic Connotation The following semiotic deconstruction analysis will advance through three stages, that being description, interpretation and evaluation. However prior to this it is important to discuss the fact that we are now living in an era of an attention economy. In today's age, consumers are "overwhelmed by the paradox of choice – so many choices to make, and no easy way to distinguish among the offerings" (Davenport, Harris 2009). Furthermore, since consumers are bombarded with advert offering its important to avail of whatever attention a brand gets. Thus an attention economy is an approach of management that treat human attention as scare resources and applies an economic theory to make use of that attention; hence the ability of the brand to channel ... Show more content on Helpwriting.net ... In such respect, a semiotic interpretation would first consist of a description of an image as noted by Schroeder (2002). In principle, the description of the image would involve studying the aspects of the ad such as the layout, brand blocks used, imagery, tag line, language and among other traits can be discussed. Volkswagen was established in Wolfsburg in 1937, it is a German car manufacturer, which has uniquely adopted a wide spectrum of target audiences. This spectrum goes from college students to professionals as well as to customers in the commercial area. Captivatingly, during the 1960–1970's much of Volkswagen's advertising was known to be very thought provoking while illustrating the utilitarian aspects of their vehicles, however not going beyond the emotional meaning associated with owning a Volkswagen vehicle at that time. As you move through the years Volkswagen has adopted a strategy in which they want to make people not only feel special if they own a Volkswagen but hoping to build an emotional connection with their ... Get more on HelpWriting.net ...
  • 7. Semiotic Analysis : Be Delicious, Perfume Print... In contemporary society, advertisings are everywhere, attracting individuals to various products and services via a range of media. Through the use of a semiotic analysis, it can effectively help to study how signs used in advertisements connote different myths and ideologies. This idea of semiotics is proposed by Ferdinand de Saussure and Charles Peirce who both suggest that signs are used to conceptualised the world by communicating meanings and being the means of access to thought or reality which individuals have (Bignell, 1997). A sign is the combination of its signifier and signified for which the signifier is the vehicle or written marks that are used to convey a word whereas the signified is the concept that is evoked by the signifier (Bignell, 1997). These meanings and thoughts relate to the way individuals perceive and understand the real world beyond the advertisements. Therefore, this essay will adopt a semiotic analysis to deconstruct the signs, myths and ideologies in the DKNY 'Be Delicious' perfume print advertisement and ultimately examines the messages that the advertisement wants to bring out. This advertisement encodes two major significatory structures in which I will first examine how it connotes the myth of women as primal temptress and the myth of feminine beauty. Then, I will explore the ideology of the simplistic cosmopolitan culture as presented by the iconic signs and texts in the advertisement. Finally, based on these two significatory structures, ... Get more on HelpWriting.net ...
  • 9. Semiotic Analysis Of An Advertisement Introduction Semiotics refers to the study of signs in culture, symbols and their use or interpretation. The following semiotic analysis of the advertisement for Frank Rippingille's patent cooking stoves and an image of the "Summer at the Cape of Good Hope–Afternoon tea on the stoep" by Renhardt, which proceeds by a description of the denotative meaning of the image and the advertisement and then followed by the interpretation of the connotative meaning by drawing on knowledge of the Victorian values (Walvin 1987). Semiotic analysis1: Summer at the Cape of Good Hope– Afternoon Tea on the Stoep. Denotation The lady on the right is sitting on a chair holding a fan on her right hand speaking to a man who is carrying a cup of tea. Further on behind them there are three men and one ... Show more content on Helpwriting.net ... These stoves were a product of the empire as they were manufactured in Birmingham in the 1880's (Oil cooking stoves[Sa]). By using these stoves it actually shows support to the empire and hence national pride (Walvin 1987). The woman who is handing out the stoves is Queen Victoria because of the crown on her head and the lion on her chair and lion represent royalty (Symbolic meaning of lions[Sa]). She was the Queen of Britain from 1837 to 1901 which was the second largest reign in the British monarch. The people who come from different cultures represent the different nations and this is justified by the text which states "Englands gift a blessing to all nations" Queen Victoria represents England and the gift is the stove. The smile on the man who is carrying a board while looking at Queen Victoria while she is handing out stoves shows that he is happy and he has a cheerful character. The black man who is receiving the stove is on his knees which expresses gratitude and shows good manners and respect to Queen Victoria, which is one of the Victorian values (Walvis ... Get more on HelpWriting.net ...
  • 11. The Dressmaker Semiotic Analysis The Dressmaker: Semiotic Analysis In simple terms Semiontics is a form of Linguistics that is the study of meaning and choices. How do we know that having blonde hair means that a character is less intelligent than others, or that using the color blue evokes sadness? "The study of semiotics insists that we should discern the distinctive ways of producing and combing sign practiced by particular kinds of tv in particular places and at a particular point in time because these codes are inseparable from the reality of the media" The Dressmaker is a film released in 2015 starring Kate Winslet as Myrtle "Tilly" Dunnage. In the small Australian town of Dungatar a young schoolboy named Stewart Pettyman dies under mysterious circumstances, the ... Show more content on Helpwriting.net ... She eventually learns that they will never accept her or her mother. One syntagmatic choice is Tilly's relationship with Teddy. Every scene they are in together they flirt and he is her only love interest. The first time they interact is the rugby scene. Tilly is wearing a bright red, revealing dress that distracts all the players, including Teddy. Despite her initial resistance they eventually begin a romantic relationship. This comes as no surprise to the viewer but what does shock them is Teddy's sudden and unexpected death. Whilst sitting upon the silo at night Teddy tries to make Tilly say that she is not cursed anymore. To prove this, Teddy jumps into the grain and subsequently suffocates. This brakes the viewers expectation of their eventual marriage and life together. The movie begins with a mother daughter role reversal, where Tilly's motivation for coming back home is to take care of her sick mother. For most of the film we follow the expected route and Molly gets better. Slightly more than halfway through the movie, Tilly's finance Teddy dies. Tilly then becomes the hermit and refuses to get out of bed, or eat and drink. The two scenes that truly reflect this are the soup eating scenes. In the beginning of the film Tilly makes tomato soup and tries to feed her mother; Molly respond by screaming and calling her a murderer. In the second, Molly tries to feed Tilly the same soup and gives her a job of making her a dress to get her ... Get more on HelpWriting.net ...
  • 13. Semiotics In That 70s Show Introduction Semiotics can be defined as the study of symbols and signs particularly with regard to how they are used to create meaning and communicate it to others. Semiotics also offers tools that make it possible to uncover the cultural conventions and codes that highlight the period to which a setting was placed and interpret meanings behind the symbols (Berger, 2014). In the pilot episode of "That 70s Show", it is possible to apply semiotic analysis since there are various signs and symbols that reveal different elements of the show. Different signifiers in the episode and what they portray helps the audience to interpret the message that the producer is trying to convey. That 70s Show has a large presence of signs, signifiers, codes and ideologies that relate to teenage relationships and their lives in general during the 1970s. Additionally, it is important to highlight character placement and the semiotics involved pertaining to the viewers. Parents–son relationship The character Eric and his father form an important conflict in the storyline. His father, Red, is a conservative war veteran who is an all–American and very patriotic. He hates the Korean War despite the fact that he fought in it and he has a difficult time adapting to the changing times. Most ... Show more content on Helpwriting.net ... Although the producer does not make this evident, there are several signs that highlight this point. For one, there is one teenager who would be holding a stick of incense and behind them the audience can see smoke clouds behind this group. This normally signifies the use of drugs and in particular marijuana. It is also evident from the teenagers' reactions that they are under the influence of marijuana. They laugh uncontrollably and their statements do not seem to make sense. The camera also pans from one individual to the other to symbolize the passing of the ... Get more on HelpWriting.net ...
  • 15. Semiotic Deconstruction Analysis Of Calvin Klein Jeans Calvin Klein is an American multinational fashion company founded in 1968. Since their inception, they have always been known as a top end designer brand, branching out to related clothing markets. Calvin Klein is notorious with creating brands within their chosen product. For example Calvin Klein Jeans and Calvin Klein Underwear's are brands in themselves. However they have also branched out into other related markets providing products such fragrances, sportswear, watches and jewellery. Calvin Klein unlike contemporary top end brand designer have been very controversial in their past effort to market their brand. For example in 2010, Calvin Klein released an advert in an effort to bring attention to Calvin Klein Jeans, however it was viewed ... Show more content on Helpwriting.net ... However prior to this it is important to discuss the fact that we are now living in an era of an attention economy. In today's age, consumers are "overwhelmed by the paradox of choice – so many choices to make, and no easy way to distinguish among the offerings" (Davenport, Harris 2009). Furthermore, since consumers are bombarded with advert offering its important to avail of whatever attention a brand gets. Thus an attention economy is an approach of management that treat human attention as scare resources and applies an economic theory to make use of that attention; hence the ability of the brand to channel attention creates great value. A semiotic description is consequently a vital means by which we might begin to understand how an image captivates our imaginations. The founder of modern linguistics, Ferdinand de Saussure, argued that at one point in time language would be part of a comprehensive science of signs, which would study the production of meaning (Culler, 2001). In other words, the appeal of images comes through the stories or meanings that are being depicted, which eventually leads to an emotion or experience being felt by people in an attention economy. To greater understand a semiotic analysis I will now provide an in depth look into my Calvin Klein watch advert. To display the theory behind my advert I will be exploring the use of denotations, connotations found in my advert. As well as describing various rhetorical styles ... Get more on HelpWriting.net ...
  • 17. Case Study On Print Advertising INTRODUCTION The purpose of this analytical research portfolio is to discuss and examine about contemporary print advertising, in terms of its theoretical approaches such as textual structures, branding, reliance on celebrity endorsements and the pleasures that it offers to consumers (refer to Slide 3). In this essay however, I will elaborate specifically on a particular print advertisement from the company 'Sisley', which is commonly advertised in women's fashion magazines and on how Semiotics and Signs is prevalent with regards to its advertising (Samuel Shane 2017). CASE STUDY ON SISLEY'S PRINT ADVERTISEMENT Established in Paris 1968, the French apparel brand 'Sisley' began with their revolutionary Denim collection. Then in 1974 the ... Show more content on Helpwriting.net ... The advertisement drew ire as it featured women snorting thin, white clothing off a surface, with the caption "Fashioin Junkie" just below its 'Sisley' brand in the middle of the ad (refer to Slide 8 and Annexes). The play on the words "Fashioin Junkie" suggests the combination of 'Fashion' and 'Heroin' in one word, together with the reinforcement of the word 'Junkie', to imply that the models are the image of the combined slogan. The ad hit the fashion industry especially hard, as models have always been associated with cocaine use, due to its appetite suppressing qualities. And as the two thin models in the advert suggest, it further implies the desired figure to attain regardless of the costs involved. Although the advertisement appears at first glance to be somewhat glamorous and glossy, this fuels the suggestion of glamorising drug use as a posh, desirable, high–society trait. The attractive eye–makeup too, enhances the look of the effect in drug use, as it implies the after–effects of regular substance abuse and further reinforces the heroin link. The negative impact of the entire print advertisement, represented the link between the Sisley fashion label, together with model–thin figures and heroin drug abuse, in order to attain a desirable image set by the brand and society, amongst the young, urban and professional audience. "Fashioin Junkie" may have initially been intended as a 'shock–and–awe' campaign, as is common with most Benetton Group ads, but has since backfired tremendously on the brand and as well as the fashion industry as a consequence, for its severe lack of tact, taste and ethical values (refer to Slide ... Get more on HelpWriting.net ...
  • 19. The Trichotomy Of Signs Child highlights within his semiotic studies the unseen messages that carry a significant amount of cultural, political and historical meanings. Photographs, numbers, words and colours and how they are positioned in a small scale delivers valuable messages to the "reader". To analyse the stamps, Child discusses Peirce three part typology "The Trichotomy of Signs", Index, Icon and symbol in which all three can work individually and blend together to deliver a symbolic meaning to the reader. (Child, 2005 p. 114). Both stamps presented above are unique in delivering information about Australia; they are also part of a commemorative series of stamps, which follow the same/similar positioning of index, icon and symbol. Positioned in the background, ... Get more on HelpWriting.net ...
  • 21. Semiotic Analysis of Teenage Magazine Front Covers Siân Davies In this essay I will hope to analyse the semiotic codes of the front covers of teenage magazines to demonstrate how the media constructs the image and behavioural ideology of the teenage girl. I will analyse issue 359 of More! (December 27 th 2001 – January 8th 2002) and compare it with the January 2002 edition of 19. I have chosen these specific texts as they are popular mainstream magazines that are available in most newsagents, and therefore arguably represent to the reader what constitutes the modern teenage girl. These are also the most recent issues available for analysis and therefore demonstrate an up–to–date representation of constructed femininity in our media and society. Jonathan Bignell (1997) argues that the ... Show more content on Helpwriting.net ... These assumptions pervade the contents of mainstream teenage magazines, with features such as "Position of the Fortnight" and "Celebrity Hair Special" frequently appearing within the pages. This is the reader to whom most teenage magazines cater – they broadcast to a stereotypical mass (which is arguably an artificial representation and does not reflect the identities and lives of all teenage girls). In order to analyse the image and behavioural ideology of the teenage girl offered within teenage magazines, I will attempt to investigate some semiotic codes within More! and 19. The front cover is an important aspect of the magazine as it initially attracts the reader and is a taster of what can be seen within the contents of the magazine. It is an "important advertisement" and "serves to label its possessor" (McLoughlin 2000: 5). This is certainly a factor that influences the purchasing behaviours of young teenage girls who attempt to appear more mature and more sexually knowledgeable by buying a magazine aimed at girls 4 or 5 years their senior. The front cover will also promise that "the contents of the magazine... will fulfil the needs of the individual and her group" and sells a "future image" of the reader as "happier, more desirable" (Bignell 1997: 67). By merely looking at the front cover of a magazine therefore, a potential reader will be able ... Get more on HelpWriting.net ...
  • 23. Semiotics in Art History The Oxford English Dictionary defines semiotics as ''[the] science of communication studied through interpretation of signs and symbols as they operate in various fields, especially language." Semiology is characterized as ''the science of signs which studies the life of signs within society.'' Signs include, among others, sounds, images, words, odors, objects; they are concepts that stand for something else in a system of signification. They allow us to communicate a concept or an idea while it is physically absent. In art history, the simplest description of semiology consists of the translation of an image into words. Two prominent founders of the contemporary sign theories are Peirce and Saussure. Although they focus on the same ... Show more content on Helpwriting.net ... This idea is intrinsically related to the concepts of the sender and the viewer, which will be discussed in the next sections of this paper. The second issue discussed by the art historians is the sender of a work. In this section, Bal and Bryson define and differentiate the composition of the ''artist'' of a work. First, there is the concept of the sender as an individual, or J. Bloggs, as they call him. J. Bloggs stands for the name of the individual, ''a designation, not a description;[...] it does not assign any particular characteristics to its bearer''(p.181). The second aspect of the sender is the author, which is ''in the works, in a body of artifacts and in the complex operations performed on them''(p.181). It is the notions of enframement that distinguishes J.Bloggs from the author, which is what Bal and Bryson identify as ''an elaborate work of framing, something we can elaborately produce rather than something we simply find'' (p. 181). The art historian, Culler, explains that authorship is given, not produced, as he states that ''what counts as authorship is determined by interpretative strategies''(p.181). Thus, in simpler terms, the author or artist could be produced in the sense that his attributed works and other interpretable material, and ultimately produce a conception. Attributions are said to be evidenced through ''material traces of the author in the work, ... Get more on HelpWriting.net ...
  • 25. Essay on Analysis of Dominant Ideology in Various Media Texts Stuart Hall has posited that the concepts of individual dream states can be brought on a macroscopic scale to media text. In particular, "nightmares" of individuals, can be related to the semiological analysis of a given media text in relation to dominant ideology and culture in general. His main points in this are twofold, first is to point out that the more horrible and "nightmarish" a media scenario (i.e. story) is, the more difficult it is to de–construct the ideological markers that serve as the basis for the text. The second, and perhaps more important, is that the ideological representation in the nightmare represents a repressed wish of society and has increased threat to the dominant class, or the bourgeois. For example, ... Show more content on Helpwriting.net ... Twin peaks contains the most un–resolvable of conflicts in the conflict between order, and disorder. In this it stands in opposition to Fisk's argument that a television text must have multiple resolutions to conflict, to allow for the hegemonically oppressed sub–groups in the audience to find their own meanings and thus assert their unique social identity. A media text will of course be polysemic, however by de–construction, one can only find meanings one is predisposed to find due to the dominant ideology one is part of. Fisk indeed seems to assert the weakness in his essay of what "Disorder..." focuses on. It is those departures from order and dominance toward chaos that create discomfort, and surprise. This serves to illustrate those norms and cultural expectations which are in place, and are necessary to associate meaning. It is in this where Fisk fails in that "polysemy" in fact only illustrates that Dominant ideology is present, and inescapable. With his focus on "heteroglot" language, it argues for the inescapable nature of hegemonic control. Different tools of hegemony such as legitimate language, socioeconomic status, education, etc. are all factors that influence the totality of signifiers and communication that create "heteroglot" language. In this, "disorder" is a stronger argument in ... Get more on HelpWriting.net ...
  • 27. Difference Between Semiotic Analysis And Ethnography This literature review examines the dynamics of two qualitative methods of research: semiotic analysis and ethnography. The interdependence of these two methods, or as David Silverman (2011, p. 4) calls them 'models', of research will be further spoken about in this essay which shall also go in–depth on how the two methods have an important role in shaping media and culture research and how they contribute to the existing cultural production. Qualitative research is one of the kinds of research conducted to analyse content such as media texts and industries. The other is quantitative research, which is more concerned with statistical and numerical data. The former type of research mentioned above is the kind of research which provides the ... Show more content on Helpwriting.net ... Semiotics, plays an important part even in the conduction of ethnographic methods. Its significance in the mainstream media is proof that even though the relationship between the signifier and signified is arbitrary, in the whole process of socialisation, the meaning of the text has ample weightage for it to be a whole subject to talk about as well as use the meaning to conduct other researchers (Branston and Stafford, 2010, p. ... Get more on HelpWriting.net ...
  • 29. The Nivea ' Stress Protect ' Antiperspirant Deodorant... The Nivea 'stress protect' antiperspirant deodorant advertisement, televised in 2014 by Beiersdorf Australia Ltd, is a text which constructs an evident manipulation of gender roles and their function in consumerism. In this advertisement a man appears stressed from work and collapses lethargically on the couch while the woman arrives home from work looking energetic with a young child, bags of shopping and speaking on the phone. Through Semiotics, the study of signs and their meanings, I will analyse the text using Charles Pierce's triadic model and Ferdinand Saussure 's semiology and his dyadic model of the signifier and the signified. I argue that the advertisement conveys particular meanings through identifiable signs that convey myths about gender roles in society. The advertisement works to convey how women are powerful and independent, but does so in a way that degrades men through the construction of stereotypes. In this analysis I will discuss the function of advertisements in society in relation to semiotics, multiple readings advertisements can have and the myths constructed about gender revealed in the advertisement through critical semiotic analysis and how these myths influence social reality. Advertisements function to convey particular meanings about society whilst positioning audiences as consumers of a product or service. The ideologies presented support the product in some way and interpellate or hail the audience in order for them to be persuaded to ... Get more on HelpWriting.net ...
  • 31. Semiotics In Politics Essay We are a society that thrives upon communication, from texting to "tweeting" and all forms in between. It is not surprising that we often find ourselves drawn in and influenced by the manipulative skills of well organized syllables and strong punctuation. Political rallies are in no shortage of examples of the prowess of semiotics. We use them to speak our minds, to spread the truth, to satirize other's opinions, and to fabricate our own. As human beings we are not unused to the idea that politics often involves tricky rhetoric and verbal wordplay in efforts to persuade us. However, not often are we aware that tangible signs sway us to much the same effect. Political signs first and foremost seek to influence a decision, or ideals that ... Show more content on Helpwriting.net ... Semiotics influences signs by modifying the way we see them when certain aspects are changed or enhanced to convey or evoke certain meanings or feelings, when words are italicized or bolded our eyes immediately focus more on them than the other words, when messages are presented to us in strange or noticeable fonts we are drawn to them, they stick in our minds, they make a certain impact. As Ferdinand de Saussure stated and is quoted on a University of Vermont educational website, "All signs have two aspects: the signifier and the signified. The signifier is any material thing that signifies, e.g., words on a page, a facial expression, a picture, a bit of graffiti. The signified is the concept that a signifier refers to. In most cases the signified is in relation to the signifier in order to ensure the signified is able to relate to it's signifier. I/e, men smoking looking as though they are enjoying themselves, the signifier is the man smoking the cigarette, and the man, and the cigarette, seeking to signify men or masculinity" (Saussure p.2). The same is applied to political signs, in relation the creator of the sign seeks to put emphasis on something that they wish the audience to connect the main idea of their sign too. For example at The Rally to Restore Sanity and/or Fear, many protestors utilize symbols in order to connect their beliefs or ideas to a grander concept. In one protestors sign, a ... Get more on HelpWriting.net ...
  • 33. Semiotic Analysis A Semiotic Analysis: "There's A Soldier In All Of Us" In today's society, people are significantly influenced by the media. Mediated messages are often deliberate and appeal to specific audiences based on race, gender, ethnicity, social status, education level, political views, and much more. By applying semiotics to everyday life, we can decipher meaning within texts, film, and photography in a more constructive way. Here, it becomes evident that semiotics is a fundamental concept that enables better communication. Through a semiotic analysis of the 2010 Call of Duty (COD): Black Ops "There's A Soldier In All Of Us" commercial, it becomes obvious how and why this advertisement was so successful toward various audiences. In order to ... Show more content on Helpwriting.net ... These celebrities are recognizable in American popular culture and therefore appeal to the American public. Another cultural code embedded in this trailer is created by the use of background music. Rolling Stones' "Gimme Shelter" (1969), is played throughout the commercial, which targets members of older generations in America. This advertisement also indicates that both men and women attain power and authority in this video game, just as they do in actual U.S. military matters. As a society, we carry these cultural codes and understandings of life over to our exposure to media productions, which generates meaning within them. Through the COD: Black Ops trailer, advertisers were able to transmit messages to a range people with different social classes, education levels, political ideologies, and worldviews. Because the COD: Black Ops commercial is so rich in signifiers, it is able to appeal to many different types audiences. We can say that fun and excitement are the "signified" in this commercial and that a number of "signifiers" demonstrate this, including signs of adrenaline and smiles/laughter on the faces of different characters involved, as well as a signifier that even famous people are having fun playing this video game. Through the use of associations between signifiers and signified, consumers are encouraged to buy this video game since "everyone is doing it". As Berger points out, texts, such as films and TV, are like "languages". Language applies ... Get more on HelpWriting.net ...
  • 35. Semiotics In Romeo And Juliet This essay will pose as a semiotic analysis of a famous quote from Shakespeare's Romeo and Juliet. Semiotics are commonly used in daily life, but often go unnoticed. Many quotes that are used by business professionals are quotes from famous writers such as Shakespeare. In Shakespeare's' Romeo and Juliet, the phrase "Go wisely and slowly. Those who rush stumble and fall." Resonated with me and is the phrase that I chose to analyze in this essay. The words and ideas that are signs in the quote are wisely, slowly, rush, stumble and fall. These words are signs in the quote because each word possesses an underlying meaning. In this essay, a semiotic analysis of the phrase from Romeo and Juliet will be provided as it relates to business professionals and what the phrase signifies when used in that context. Shakespeare suggests that wisely in this context signifies making smart, mature decisions in any given situation because each decision that is made can excel or hinder future endeavors. The pros and cons should be weighed before committing, in order to make a sound decision. Without proper information and guidance, one is essentially ignorant to the task at hand. For example, a mentor may be necessary because they may have accomplished a goal that you are aiming towards and can give advice on what you should and shouldn't do while trying to reach your goal. Furthermore, the word slowly signifies taking your time to accomplish tasks and goals. It takes a great amount of patience to see how things done now will pay off overall. Great things aren't accomplished overnight. From a business standpoint, it means that you must work your way to the top. The process may seem slow, but the progress is in constant evolution in preparation for the outcome. There is a stigma that has been placed upon individuals by society that to be successful, things must be accomplished quickly and if they aren't, then it equates to a lessened sense of success in some cases. Additionally, the word rush is a sign that signifies how sometimes as human beings with our longing for instant gratification, we tend to want to speed up the process without a second thought. People tend to rush the process of life to attain temporary happiness which ... Get more on HelpWriting.net ...
  • 37. Examples Of Semiotic Analysis 1. Introduction and Background In this essay I will evaluate the various components used to construct meaning in Figure 1 by means of a semiotic analysis. I will discuss the theory of certain semiotic concepts and apply them to Figure 1 throughout the text. The image in Figure 1 delivers a visual message and it is supported by illustrated text, three captions, and two logos. The knowledge necessary to interpret the illustration is knowledge of writing and English (Barthes 1977: 153). This analysis is applicable to an adult audience familiar with 'food'– and 'diet' ideologies, as well as concepts of celebrity endorsement. 1.1 Context and Representation of Figure 1 The People for the Ethical Treatment of Animals (PETA) were founded in 1980 and ... Show more content on Helpwriting.net ... The consumption of meat becomes a moral issue. If consuming meat is considered to be immoral, then a vegetarian diet is the morally acceptable option. This logo challenges the morals of the viewer and is used to illicit a guilty response (Bailey 2007: 44, 50). Connotatively6 this sign can imply that, unlike animals, the reader does not have a 'heart' until he/she embraces a vegetarian diet. This connotation contradicts the primary phrase in Figure 1; "All animals have the same parts". Another connotation deliberately used by PETA, is the image of the blue silhouetted cow; its shape is popularly associated with dairy and beef products within the consumer market. Through this the reader immediately associates the symbol with food products and ... Get more on HelpWriting.net ...
  • 39. Semiotic Of The Kitchen Martha Rosler Analysis Name: Wang Haoren ID: 15435 Class: FAN3C Module: D–FA203, Video Question: 1 Semiotic of the kitchen – Martha Rosler An art video, that is done by Martha Rosler. After watching the six minute short video. We can clearly see the issue that Rosler was trying to address to – the role of women. The using of kitchen item to show the letter from A–Z, and when the letter goes down, the mood of the actress begin to became more unhappy, unpleased, or angry. Zooming into the last 5 alphabets that, instead of showing an item, she create a body gesture to show the letter using a knife and a folk. Which show quite of the unwillingness of being in the kitchen, especially on the last few hour of day, last few day of week or even the last few week of the year. Zooming ... Show more content on Helpwriting.net ... Comparing the video art & Narrative film. Through comparing we can see the different of women roll of different time, as both film has the main character as women. However in 1975 when the semiotic of the kitchen is produce women most likely to stay in the kitchen and spend time cooking, but in 1995 it shows women having servant, designing her own house, married to a rich man although he have a son. Which is a complete changing of women roles, from being in the kitchen then to order someone into kitchen. we can see the place for women in the world became much open, instead of old style ways. And the way that women work, in semiotic of the kitchen it reflect that women are not passionate in kitchen at all, the feeling of anger, unhappiness and upset. especially the using of gesture to "performed" the last four letters. Comparing to "safe" we can see that carol is interested in her work, she wish to take time just to decide the colour of the sofa, taking time to spent time with her friend having activity and social life, unlike women in Semiotic of the Kitchen. However, the life that Semiotic of the kitchen show although an unhappy, but a normal life, the ... Get more on HelpWriting.net ...
  • 41. The Mockingjay: A Semiotic Analysis Williamson, J and Goldman, R claimed that semiology can be used as a method to help "penertrate the apparent autonomy and reality of adverts, in order to reveal their ideological status" (Rose, 2001:71). Alongside the use of semiotics to break down an image/sequence Affect can be used to help show the hidden meanings and ideas within the image. Helping the viewer understand the world around them through the signs and signifiers that mainstream media has created. This is shown in the Hunger Games– The Mockingjay Part 1 scene (50:08– 52:29) I have analysed. With Semiotics and Affect I have been able to uncover and understand the hidden themes and double meanings of specific elements, dialogue and objects within specific frames within this scene. In this sequence ... Show more content on Helpwriting.net ... In historical, societal and cultural contexts. In this sequence we see Capitol hovercrafts bombing the makeshift hospital in district 8. Killing innocient men, women and children. This is hugely significant symbollically as it shows how horrific war really is. Throughout this sequence there are many elements that are significant due to the symbolism behind it connecting with the audience allowing us to think about historical and cultural contexts of war. In this still (Still 3) we see Katnis Everdeen running towards the rubble of the hospital that minutes later had sheltered innocient men, woman and children. This still is symbolic as shows the destruction that the Capitol caused but in the same frame, we see the destroyed Capitol plane showing that the will fight back. This symbolism can be seen in historical and cultural contexts from World War I and II, to cultural wars from Germany to the middle Eastern wars that started due to cultural differences and power hungry politicians. This meaning is also noticed throughout the sequence as we see Katnis and Gale fight ... Get more on HelpWriting.net ...
  • 43. Power And Pleasure Of The Media Power and Pleasure in the Media. By Andrew Clements 10185344 Figure 1. Media plays a significant role in controlling societies thoughts, actions and beliefs through complex messages and conventions. From the moment we're able to see, think and understand, we interpret these messages and conventions instinctively. These in tern quite literally shape the way we think, view or perceive stereotypes– or in other words "contextualize" us. An example of this is evident in Figure 1, which depicts two infant males, one Caucasian and one with an assumed African heritage. There are a number obvious differences, the Caucasian child has red cheeks and golden locks whilst it's clear that the African child's skin tone has been darkened whilst his ... Show more content on Helpwriting.net ... Secondly, the signified, which refers to the concepts, assumptions and meanings that we, as the viewer, associates with the signifier. Polysemy is a term to discuss the semiotic theory used during the analysis. When applied, the signifier and the signified combined create a connotative meaning. Connotation and Denotation are two principal methods of describing the meanings of words. Connotation refers to the wide array of positive and negative associations that most words naturally carry with them, whereas denotation is the precise, literal definition of a word that might be found in a dictionary. (Anon, 2017) Culture refers to groups of people who share specific values, beliefs and practices. Different cultural groups become apparent when they understand the same sign to have different meanings. (Gaines, 2011). These ideologies create the ideals, values and beliefs that shape and govern the way society thinks, acts and behaves. An example of this is Veganism. Veganism is the practice of abstaining from the use of animal products, particularly in diet, and an associated philosophy that rejects the commodity status of animals, therefore, Veganism is referred to as an ideology. This is used around the media arena, to maintain dominant beliefs, construct ideas and trends to be a "natural" thought process throughout society. Ideology is utilised in the media in an attempt to ... Get more on HelpWriting.net ...
  • 45. Why Semiotics Is A Useful Method For Analysing Advertisements Explain why semiotics is a useful method for analysing advertisements. Straight away when thinking of signs one would automatically think road signs, star signs or even pub signs however signs can also be drawings, paintings and photographs as well as words, sounds and body language. The study of signs and symbols is also known as semiotics. Ferdinand de Saussure was a Swiss linguist and semiotic whose ideas laid a foundation for many significant developments; He is one of the founding fathers of semiotics which he called "semiology". Semiology also looks into the use of signs and their interpretation. Semiotics are frequently used in advertising to signify an advertisers message through the use of signs and symbols for example it plays a significant role on catching the targets audiences eye by the placement of pictures, texts and logos. The use of semiotics is very important for a successful advert. Saussure offered a two–part model of a sign, he defined a sign being composed of two parts for example the signifier and the signified. According to Saussure the signifier was the representation, the word or the image, where as the signified was the meaning, the concept in which is associated with the signifier. This is why semiotics is so useful in advertisements because a sign straight away has a connotation behind it and can give away the message straight away to its audience for example the signifier is always going to be signified. In an advert if you see a packet of ... Get more on HelpWriting.net ...
  • 47. Case Study On Sisley MESSAGES IN SISLEY'S ADVERTISEMENT – THE STUDY OF SCIENCE AND SEMIOTICS. Submitted to Management Development Institute of Singapore In conjunction with University of Sunderland In partial fulfilment of the requirement for the award of Bachelor of Arts (Honours) in Media, Culture and Communication (Top–Up) Supervised by: Mr. Fuadi Rahmat For: Professor Julia Knight Name: Samuel Shane Singh Dhillon Class No: BCCE51704A NRIC/Student Pass: S7936648Z Date: 8th September 2017 CONTENTS Introduction Page 3 Case Study on Sisley's Print Advertisement Page 3 Semiotics and Signs in Advertising Page 3 Critical Discourse Analysis Page 6 Conclusion Page 6 Bibliography Page 8 Annexes Page ... Show more content on Helpwriting.net ... Saussure saw a sense of purpose that comes when there is an association or relationship between the forms of a Marker with an idea. Whereby a Marker is a meaningful sound or graffiti that is a mental
  • 48. picture or concept. Semiotics creates a meaning which the object, not only contains the complex information, but also carries emotional impact for the audience. Human senses will catch the signal and then pull the impression to the brain, which leads to a conclusion of subjective meanings, depending on the perspective of each audience (Desamba 2011). Semiotics is an investigation into how meaning is created and how meaning is communicated. Its origins lie in the academic study of how signs and symbols, both visual and linguistic, create meaning (Signsalad n.d.). Our actions and thoughts, or what we do automatically, are often governed by a complex set of cultural messages and conventions, dependent on our ability to interpret them instinctively and instantly. For instance, when we see the different colours of a traffic light, we automatically know how to react to them. We know this without even thinking about it. But this is sign which has been established by cultural convention over a long period of time and which we learn as children, requiring a great deal of unconscious cultural knowledge to understand its meaning. Everyone is a Semiotician, ... Get more on HelpWriting.net ...
  • 50. Three Forms Of Semiotics There have been several attempts to define semiotics and they all seem to share that semiotics is the scientific study of signs, sign processes like: indication, designation, likeness, analogy, metaphor, signification and meaningful communication. Umberto Eco attests that "semiotics is concerned with everything that can be taken as a sign (Eco 1976, p. 7)". Semiotics, rather than dealing with the organization of signs, has to do with how meaning is produced, what makes an utterance meaningful, how it signifies and what precedes it on a deeper level to result in the manifestation of meaning. It is based mainly on the notion that meaning is not inherent in the objects, but is constructed by a competent observer called a subject who can give form ... Show more content on Helpwriting.net ... All that can fall within the compass of human understanding, being either, first, the nature of things, as they are in themselves, their relations, and their manner of operation: or, secondly, that which man himself ought to do, as a rational and voluntary agent, for the attainment of any end, especially happiness: or, thirdly, the ways and means whereby the knowledge of both the one and the other of these is attained and communicated; I think science may be divided properly into these three sorts (Locke 1999, p. 717)". Nevertheless, it was only with the emergence of the theories and works of two seminal characters, viz. Charles Sanders Peirce (1839 – 1914) – an American pragmatist philosopher – and Ferdinand de Saussure (1857 – 1913) – the Swiss linguist – and their attempts in the development of a formal theory of semiotics that semiotics began to be considered as a separate field of research. For Charles S. Peirce, semiotics was a scientific field of study where all signs and sign types could be explained scientifically and hence logically. Like John Locke, Peirce defined semiotics as a doctrine of signs. He later went on to develop a semiotic triad: ... Get more on HelpWriting.net ...
  • 52. The, The And, And Social Perception In this essay I will analyse two different print advertisements, they will be portraying two totally different meanings. A combination of signs are used in adverts to create a recognisable identity for the product or the emotion the advert/poster is trying to communicate to the audience. There are meanings within these signs which are built up from an underlying level to trigger our subconscious understanding and encourage a positive response reflective of the audiences common needs, views or desires. Roland Barthes is one of the leading and well known theorists of semiotics. His study focusses on meaning making, processes and meaningful communications. I am going to use his theory to create my own understanding and make an analysis of semiotics within in my chosen advertisements narrative. Semiotics is the study of creating meaning in signs or communications; the analysis of anything that could mean and be understood as something else. Barthes was largely inspired by Saussure's theory, stating the importance of the distinction between the signifier and the signified. Barthes took Saussure's theory and turned it around to suggest that semiotics, the science of signs is part of linguistics, whereas Saussure saw linguistics as forming one part of semiotics. Barthes saw semiotics as; 'the part covering the great signifying unities of discourse,' (Barthes 1967 [1964]: 10– 11; emphasis in original). Barthes' ideas are created around two significations, denotation and ... Get more on HelpWriting.net ...
  • 54. A Courageous Mother At Gallipoli On April 6th 2014 in the New Zealand Herald a story titled 'A courageous mother at Gallipoli' was published. The story is about Mary and Doug Hill, whose names were drawn out of a ballot to attend the prestigious Anzac Day ceremony in Gallipoli to mark 100 years since the Gallipoli landing. The article was also about Catherine O'Donnell, Doug Hill's great grandmother, who was the first mother of a New Zealand soldier to travel to Gallipoli to visit her son's grave, who had been killed during battle. Along with the article is three secondary images and one primary image which is on the first page of the two page article. In this essay I will use the techniques of semiotics to analyse the images and the article. Semiotics is described as a system used for analysing how all sign systems work (O'Shaughnessy, Stadler 2012, p. 131). In regards to the article and the images of 'A courageous mother at Gallipoli' the semiotic analysis will look at the representation of photojournalism, the historic and social values and our cultural identity, the denotative and connotative meanings of the image, and the signifier and signs. Representation and the critique of ideology apply to photojournalism because a photo does not exist in isolation. This means that a photo always has more meaning than what is shown. A camera only captures what is in front of the lens, not around or behind it, therefore there is always more to the story than one image can portray. A photo also has different ... Get more on HelpWriting.net ...
  • 56. Semiotics Approach To Representation Analysis Part 1 1. The name given to the approach of understanding representation as a sign system which has been developed by Saussure is called Semiotics. 2. The Semiotics approach to representation is based around three central ideas: The sign, signifier and signified. The signifier is the actual object or material you are observing, using any of your senses (sight, hearing, touch, smell, taste), it can be anything (text, music, images et cetera). The signified is what you think of, feel or how you react when you see or hear it. The combination of these is what makes up the sign, the actual thing being observed and what it evokes in you(Hall 1997: 31). For example, a traffic light (Hall 1997: 26). It utilizes three different colours (red, amber and ... Show more content on Helpwriting.net ... One example of a system of control is the punishment system. Multiple sources are available on the subject matter both in legal and everyday circumstances (Hall 1997: 50). These sources impact how society views prisons and prisoners, therefore affecting how prisoners are treated and how they are punished. Resulting in them being considered as less human than the rest of the community. Foucault discusses this in Discipline and Punishment, speaking about how prisons have changed from being public, with public punishment (torture) and execution, to private (isolated and individual) (Hall 1997: ... Get more on HelpWriting.net ...
  • 58. What Is The Semiotics Theory Of Dio Advertisement is no longer a promotion tool to increase the number of customers, but a method to communicate a particular brand spirit to audience. It is important for an organization to relate their product to a certain value. The luxury brand Dior has been established its important role in fashion filed, thanks to its fashion style and taste. More importantly, it kept exploring the diverse representatives of women's spiritual world. Mr. Dior presented that the perfume could express a unique mood, lifestyle and the pursuit of attitude of woman. Whatever the women who is complex, sexy, natural or elegant, all of them could find their suitable perfume in Dior. Dior has lunched perfume series called J' adore in 1999, its name comes from French, ... Show more content on Helpwriting.net ... In 2011, they launched a new video advertisement for the J' adore. This assignment will employ the semiotics theory to understanding this advertisement. It will first explains the main point of the semiotics theory, then it will briefly introduce this television commercial and analysis it from the semiotics perspective. Four key sign will be contained: clothes, celebrity, color, and the Shooting venue. It will be argued that this signs have a latent meaning that breaking the old tradition and release the new women's sipirt which related to confidence, independence and elegant. German philosopher Ernst presentes that people no longer live in a purely physical world,but is a world full of symbol. Semiotics (Semiotics or Semiology) is the study of the meaning carried by signs. This theory mainly originated from Saussure in his course in general linguisitics. He presents that people's real–life reorganization and experience are based on the identification and understanding of signs. This structuralism linguist first proposed two elements constitute sign: signifier and signified. The Signifier is the "vehical" of the sign (word and image). It arbitrarily invokes the signified meaning which the mind ... Get more on HelpWriting.net ...
  • 60. Heinz Ketchup: A Semiotic Analysis The use of semiotics is widespread in the world of advertisements as advertisers can use the impulsive human nature of unconsciously giving meanings to things to their advantage. They let people know everything there is to know about the product and even more without creating a meaning, but rather by inviting us to develop a meaning based on the codes that have been imprinted in our minds (Hidden Language). The audience is very important in advertising as he or she will look at a signifier and bring his or her own meaning to it. Semiotics is very convenient for advertisers as they can use the information that has been already stored in our brains to convey their message. They do not have to explain everything in their advertisements, all they have to do is to "strike a cord that resonates with what we already know" (Berger). ... Show more content on Helpwriting.net ... When people look at this, they think that Heinz ketchup must be healthy, fresh and organic because that is what the picture of freshly cut tomatoes makes them think. We associate freshly cut fruits as being healthy so people might think eating Heinz ketchup is healthy because that's what the picture signifies. This advertisement "redefines the ingredients in ketchup by transforming the bottle into a healthy fruit", even though ketchup is actually packed with lots of sugar and preservatives. In this way advertisers know how to make us think about their products in a certain way based on the signifier and the signified that we as humans have ... Get more on HelpWriting.net ...
  • 62. Roland Barthes's Theory Of Semiotics Through Digital... 1. INTRODUCTION Semiotics is the study of sign systems. It explores how words and other signs convey meaning. In semiotics, a sign is anything that stands in for something other than itself. This lesson focuses primarily on linguistic signs. Roland Barthes is a theorist that is particularly interested in " how things mean" rather than what things mean. Through Barthes and Saussure's theories, the understanding of semiotics through digital advertising will be represented through an argument of comparing these two unique key thinkers. The comparison between these two theorists share its importance when understanding advertising through visual examples. Once analyzing an example of digital advertising, these separate theories will serve as an ... Show more content on Helpwriting.net ... According to certain mythologies, Barthes main interest was in semiology. He is highly skilled at finding, manipulating and exploiting theories and concepts of how things come to mean before anyone else does so. The basics of semiotics and how it is applied to many forms of imagery and context is applied through Barthes theory. This theory consists of three orders of specification, denotation, connotation and myth (Chandler 2006,18). Within semiotics, denotation and connotation are terms describing the relationship between the signifier and its signified, and an analytic distinction is made between two types of signifiers: denotative signified and a connotative signified (Panofsky 1970a,51–3). This meaning includes both denotation and connotation through the action and reaction of the representation of signs. Denotation is described as the definitional, 'literal' or 'obvious' meaning of a sign according to the art historian Erwin Panofsky (Hasenmueller 1978). The denotation of a representational visual image is what all viewers from any culture and at any time would recognise the image as depicting (Hasenmueller 1978). As Roland Barthes noted, De Saussure created a model of signs that focused on denotation at the expense of connotation and it was left to subsequent theorists to offer an account of this important dimension of meaning (Barthes ... Get more on HelpWriting.net ...
  • 64. Humor In Cartoons Cartoons, or as some scholars call caricatures, are metaphorical codification of humor through which cartoonists express their thoughts and opinions by commenting on specific contemporary social and political issues. Attardo and Chabnne (1992) define cartoons as a joke that involve a mixed–code message where humor exists in the lines uttered by the characters. In fact, cartoons have always been seen as a work of art where linguistic and non–linguistic resources are used effectively in a humorous way to convey a certain message. In fact, they are seen as a direct and easy way to convey a message whether via visual and verbal modes, or verbal mode only, or visual mode only. Giarelli and Tulman (2003) argues that readers favors image representation of political and social issues as quick way to understand a complex message. Cartoons are usually found in televisions, newspaper, and recently they are widely spread online on social networks like Facebook and twitter thanks to technology. Cartoons are presented in many forms like political cartoons, short stories, business cartoons etc. Humor in cartoons, especially the political ones, should not be considered as just comics as ... Show more content on Helpwriting.net ... They claimed that humor is achieved through the violation of one or more of these maxims. Despite the significance of pragmatic analysis of political cartoons, it lacks the interpretation of the different modes used to create a meaning. In cartoons, verbal and visual modes are used together to highlight a certain issue. Thus, this research offers a semio–pragmatic analysis of political cartoons published in Egypt Daily News. These cartoons depict the sociopolitical events that took place in Egypt in 2016 and people's attitude toward these events. Objectives of the ... Get more on HelpWriting.net ...
  • 66. Examples Of Design Or Advertising Using The Apparatuses Of... TDN 2002 RESEARCH ESSAY Critically compare and contrast two to three examples of design or advertising using the apparatuses of semiotic analysis. Zhaoqing Wan 25081667 Semiotic is a linguistic, it is a sign that can be applied to everything, which signs are the interpretation of the proper social situation and general human beings. As Berger mentioned in his article, Saussure suggested, semiotic can be interpreted as signifier and signified, signifier is the objet itself and signified is the concept, which codes is to help audience to understand. (Berger, 1994) Signs in everyday life is a communication, it is to tell a truth or a lie, in the 21st century design, the developed of mass–media led advertisements and ... Show more content on Helpwriting.net ... For designers, study of signs is very important, Bauhaus and Ulm both believed that understand semiotics is the basic step before making a design, (Berger, 1994) (Markgraf, 2012) advertisements ask audiences to understand the message but for design, is opposite, designer has to understand what costumers need and also, what message they want to added in. In the advertisements, Aynsley has mentioned that it turns costumers to consumers, the magic language used in the advertisement which is the signifier that hided under the signified has create a utopia for people, the code used in advertisement is always forcing costumers to buy under commercial purpose and the message used in it is always considering to be understand by a wide range of people instead of create a sign for certain cultural contents. (Aynsley, 1987) Blogger (2010) From Clinique 'Derma white clinical brightening essence' advertisement, it has the product, a peeled egg and some texts. Start from the denotations in this essence advertisement, Clinique used white for the signifier color for this serum and by put their product on the left to give their costumer a straightforward idea of how it will be look like, they used the texts explain to their costumers what this product is about, a brightening essence. The used of variety signifiers help costumers to see the brand and product name in the most obvious way. But what is the message in this
  • 67. ... Get more on HelpWriting.net ...
  • 69. Arthur Asa Berger's Analysis of Cheers Essay "Cheers" – A Semiotic Analysis by Berger In Arthur Asa Berger's essay, he conducts a semiotic analysis of the comedy television show "Cheers." In his analysis of the show he points out many characteristics that refer to semiotics. Even though one could not agree with all of his findings, many of them are reasonable. One discrepancy someone might have with his ideas is that he applies his analysis to simply one episode rather than the entire series. Berger could have been able to conduct a more thorough examination if he used the whole series as a basis for his semiotic analysis. There are many examples Berger uses to explain his point. One such example Berger uses is the instance about the signs. He states that there is more ... Show more content on Helpwriting.net ... Either way one sees it, both meanings apply to the plot of the show. This is what Berger is trying to explain in his semiotic analysis. Another example Berger uses is the example about the names of the cast of the television show, "Cheers';. Berger states that there is a definite meaning behind every character's name in the show. For example, the character named "Coach'; is an absent–minded character that can't even remember his own name. The real meaning of the word "coach'; is a mentor or a teacher. This is not a very good argument used by Berger because any name could be made to have different meanings. One of the final examples Berger uses is the example about opposition. In this example, Berger explains how the writer of the television show used the personalities of the different characters to make them opposite. If looked into carefully the characters in the show have opposite personalities. Berger compares the identities of Diane and Carla, two of the cast members of the show. After conducting a semiotic analysis of the identities of both of the women, Berger found that the two women have almost total opposite personalities and interests. This example was presented very well by Berger, and was fully analyzed in detail. In this essay, Berger does a wonderful job in conducting a semiotic analysis of the television show, "Cheers';. One might not agree with all ... Get more on HelpWriting.net ...
  • 71. Semiotic Analysis Of Ozark By dissecting Ozark through the lens of semiotic analysis, it will become apparent how gay characters are represented under a heteronormative ideology. I make use of semiotic analysis in order to analyze different codes from the scenes I have provided in order to provide a deeper understanding of what they mean. The scenes provided is a text, and the intent of this paper is to read the text, while also reading between the lines, and further analyzing how they interact with each other to shape a meaningful discourse. In order to perform this analysis it is imperative to begin by stating and defining the terms used within this paper. Semiotic analysis allows us to analyze media texts, it allows us to question how the images make meanings, reading ... Get more on HelpWriting.net ...
  • 73. Media Analysis Of Gucci Dionysus Advert MCH8057: Media Analysis Analysis of Gucci Dionysus Advert 10/11/2017 Word Count:1028 I declare that this assignment is my own work and that I have correctly acknowledged the work of others. This assignment is in accordance with University and School guidance on good academic conduct (and how to avoid plagiarism and other assessment irregularities). University guidance is available at www.ncl.ac.uk/right–cite. Advertisements have a great impact on consumers' mind and action by combining various semiotic resources to convey specific ideas. Therefore, semiotic theories are useful for the critical analysis of advertisements. Semiotics are researched by Saussure (1986), Peirce (1991) and Barthes (1991). Afterwards, ... Show more content on Helpwriting.net ... There are some denotations: The blue sky, the green tree and shining sunshine in the background of the advert. Two girls in front who dressed in delicate and elegant style enjoy the life with the Dionysus bag in their hands. It is relatively simple to recognize and understand denotation of a visual image (Panofsky, 1970). While these signs have connotative meanings. Colour, as a sign, is connected with psychological function(Caivano,1998). The blue colour, standing for perfect weather rather than a rainy day or hazy day in which people always feel relatively depressed, by contrast, it creates fond and fragrant atmosphere. Additionally, green is similar with blue in hue, it links a strong tree to youthful spirit and energy of girls, demonstrating a vibrant life image and creating a dreamlike and comfortable phenomenon. Apart from it, two bags in girls' hands are coloured in pink, as Koller (2002, p.413) comments, pink is not only associated with 'girly softness', but also referring to 'sexual identity'. In this advert, it is not baby pink, but deep and luscious pink, which indicates that they are not such kind of girls who are naïve and addicted to lovely toys, on the contrary, they are mature girls who have found the sexual charm of themselves. Pink here represents confidence and lively girl–power. The metallic lock above a bag is designed in curvilinear shape, which is similar to the snake totem, a symbol of rebel,temptation and awakening of sexual to ... Get more on HelpWriting.net ...
  • 75. Semiotic Analysis of Tattoos Cultivation Theory Daniel Chandler Cultivation theory (sometimes referred to as the cultivation hypothesis or cultivation analysis) was an approach developed by Professor George Gerbner, dean of the Annenberg School of Communications at the University of Pennsylvania. He began the 'Cultural Indicators' research project in the mid–1960s, to study whether and how watching television may influence viewers' ideas of what the everyday world is like. Cultivation research is in the 'effects' tradition. Cultivation theorists argue that television has long–term effects which are small, gradual, indirect but cumulative and significant. They emphasize the effects of television viewing on the attitudes rather than the behaviour of viewers. Heavy ... Show more content on Helpwriting.net ... The same survey showed that children who were heavy viewers were more fearful about walking alone in a city at night. They also overestimated the number of people who commit serious crimes (Dominick 1990, p. 512). One controlled experiment addressed the issue of cause and effect, manipulating the viewing of American college students to create heavy– and light–viewing groups. After 6 weeks of controlled viewing, heavy viewers of action–adventure programmes were indeed found to be more fearful of life in the everyday world than were light viewers (ibid., p. 513). Cultivation theorists are best known for their study of television and viewers, and in particular for a focus on the topic of violence. However, some studies have also considered other mass media from this perspective, and have dealt with topics such as gender roles, age groups, ethnic groups and political attitudes. A study of American college students found that heavy soap opera viewers were more likely than light viewers to over–estimate the number of real–life married people who had affairs or who had been divorced and the number of women who had abortions (Dominick 1990, p. 512). The difference in the pattern of responses between light and heavy viewers (when other variables are controlled), is referred to as the 'cultivation ... Get more on HelpWriting.net ...
  • 77. Semiotic Analysis Paper Though the meaning of cool has often been confused, its existence cannot be contested – some things are cool, while others simply are not (Heath & Potter, 2004). This paper will employ semiotic analysis to deconstruct three advertisements and explore how cool is established through the process of co–optation, comparison, and distinction. These ads are for a range of products that individuals use and consume in their daily lives, including clothing, foot ware, and vehicles. Despite the fact that they are advertising completely different products, they all employ similar strategies. The American Eagle ad, the Mini Cooper ad, and the Converse ad all use comparison to the 'everyday', 'boring', and 'normal' to distinguish their brands from the masses ... Show more content on Helpwriting.net ... This process, and the overall representation of cool in advertising, has significant broader ideological implications that I now turn to explore. Klein (1999) discussed how processes of commercial co–optation are speeding up at an ever increasing rate (p. 65). Inevitably, this will result in the commercialization of virtually every sub–culture and ultimately the loss of any truly authentic or independent counter cultural movement. There will simply be "marketing that thinks it is culture" (Klein, 1999, p. 66). It is arguably a very feasible possibility that the current of the mainstream will simply become too strong to swim against. Klein (1999) refers to this phenomenon as the "colonization [. . .] of mental space", as the search for the self becomes grounded in all the "marketing hype" and the consumption of commodities (p. ... Get more on HelpWriting.net ...
  • 79. Semiotic Analysis In Advertising Through semiotic analysis, signifiers, myths and paradigmatic analysis an interpretation of a car insurance ad by the VHV holding company can be made on many levels. VHV Holding, a German car insurance company, uses sexist ideologies to sell the idea that you need insurance in case you get into an accident while distracted by establishing women as sexualized objects and men as beings who are reckless drivers because of constant sexual thoughts. Looking at this print advertisement denotatively the viewer sees two nude women sitting in a bathtub filled with bubbles; one woman is seemingly scrubbing the other with a brain like one would normally do with a sponge. The caption in the corner is surrounded by an octagon and reads "A man's mind isn't always on the road". The areas surrounding the two women is mostly tinted blue and white. The woman who is being 'cleaned' with the brain is looking downwards to the left while the woman holding the brain is looking directly at the viewer/camera in what many would consider a sexual way. In the background in the upper left corner candles are lit and sitting atop of a small table. According to Sturken the practice of looking is tied to ideology, "images are elements of contemporary advertising and consumer culture through which assumptions about beauty, desire, glamour, and social value are both constructed and responded to" (21). In this ad we see that an assumption about desire and social value are constructed. When looking at this ... Get more on HelpWriting.net ...