Preview
Preview

The Communication of Meaning in Advertising Essay

No Works Cited
Length: 1291 words (3.7 double-spaced pages)
Rating: Purple      
Open Document
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

The communication of meaning in advertising is largely attributed to the semiotic representation of mutually agreed signs in a given text (Schirato and Yell 2001:23). Accordingly, the production of these messages relies heavily on these signs and the ways in which they are used to produce a dominant or preferred meaning to the reader (Hall 2001:174). As such, the application of semiotic theory can be immensely useful in understanding just how meaning is constructed within an advertisement; as will be discussed hereafter. In the attached advertisement of women’s fashion brand St John, featuring actress Angelina, the constructs of semiotics can be applied to analyse the significance of certain signs, ideologies, myths, and the influence of celebrity, and to comprehend how these elements combine to produce a particular discourse.
In having a clear sense of cultural literacy, St John is able to convey distinct meanings that attempt to target a specific audience. By drawing on a shared discourse of popular culture, the reader recognises signs of beauty, sophistication and power brought about by the presence of Jolie, and in doing so, the audience repositions their aspirations in accordance with the dominant reading of the advertisement. The text reinforces St John’s preferred ideological message of superiority and high fashion, creating an unconscious and seemingly natural desire within the reader to consume. Advertisements are one of the most important cultural factors moulding and reflecting our life today (Williamson 1978:5); and so, St John attempt to manipulate the active reading in a way that adds an enormous cultural appeal to its brand.
In interpreting the meaning of any advertisement, one must acknowledge the assumptions D...


... middle of paper ...


... and accurate reflections of the realities that consumers live in (Rojek: 2001:33).
Summarily, it can be seen how the functions of semiotic theory can exhibit the ways in which meaning is constructed within a text. As seen within the St John advertisement, the interplay between the signifier and the signified produces meaning and interpretations based on the cultural ideals of contemporary society. Within the advertisement, St John conveys its brand to be one of female empowerment, elegance and sexuality, imparting on its audience an intrinsic need to conform to and adopt these characteristics (Kim 1996:24). Importantly, St John’s use of the celebrity recognition of Angelina Jolie plays an imperative part in decoding the brand’s intentions. Together, these principles exercise and promote the ideologies and myths that St John seeks to establish within the reader.



Click the button above to view the complete essay, speech, term paper, or research paper








This essay is 100% guaranteed.


Title Length Color Rating  
Essay on Honest Advertising: A Privilege of Utopia - Imagine it is the end of another stressful day at work, you take the 5 pm subway across town, finally, home. You sit down on the nice leather couch, broken in by the years of use. Engulfed by the warmth and comfort that you have succumbed to so many times before. You click on the T.V, expecting to hear the Channel 2 News, but first, commercials. Mindless gulps of information that go by way too fast to make sense. These commercials that you are exposed to, for hours in a week, for days in a year....   [tags: effective subliminal advertising, propaganda] 897 words
(2.6 pages)
Better Essays [preview]
Essay about The Effects of Advertising on Society - In a society where malls have replaced parks, churches and community gatherings, many people no longer take time to meet their neighbors; people move frequently as though cities are products to be tried, like differing brands of shampoo. These unfortunate occurrences can be the result of many causes, one of them being advertising. Advertising is designed to foster a desire to purchase goods and services, yet it is much deeper than that—advertising is a system of effective manipulation that twists the mentalities of persons subjected to it....   [tags: Negative Impact of Advertising ]
:: 5 Works Cited
1582 words
(4.5 pages)
Good Essays [preview]
Essay on Nonverbal Cues in Computer-Mediated Communication - Computer-mediated communication is a ubiquitous feature of modern life. Whether the communication is through Facebook, Twitter, email, instant messaging (IM), or such media as massive multiplayer online role-playing games (MMORPGs,) the ability for human beings to communicate across time and culture is unprecedented in history. Never before have people been able to communicate so freely with strangers around the world. However, it lacks at least one critical aspect of face-to-face interaction: nonverbal communication....   [tags: Communication ]
:: 9 Works Cited
2372 words
(6.8 pages)
Research Papers [preview]
Essay on Music as a form of communication in advertising - Music can be seen as a language in its own right. Music and verbal languages are forms of expression used as a way to communicate with others. Music differs to spoken word as it doesn’t need to be understood to be effective. You don’t need to understand Japanese to understand music by a Japanese composer. Music can be used to gain attention, create desired moods, change the pace of the advertising narrative facilitate brand and message recall, improve attitudes towards brands, influence purchase behaviour....   [tags: Verbal Languages, Expression]
:: 14 Works Cited
1734 words
(5 pages)
Powerful Essays [preview]
What is the Exact Meaning of the Term Internet? Essay - Over the past decades, people used the traditional forms of communication to pass message to one another. They could send smoke signals, drum beats as well as verbal communication. As technology advanced, radio and television were discovered. Another boom in the technology development as far as communication is concerned is when a communication satellite was initiated in the 1960s. Nowadays radio, newspaper, TV and the internet are the main media used with internet being the most popular due to the use of social media....   [tags: communication, computer networks] 877 words
(2.5 pages)
Better Essays [preview]
Communication and Non-Verbal Speech - Illustrators are behaviors that accompany speech and are directly related to it. They are used for emphasis or to clarify or illustrate an idea through the use of body movements. Try to describe, in words alone, a spiral staircase. It's hard, isn't it. It is much easier to use illustrators, gesture with your body and hands, to help your verbal communication. Affect Displays Affects displays are the elements of nonverbal communication to which we probably respond most directly and consciously. If you have ever smiled warmly at an attractive member of the opposite sex and received a warm smile in return, you didn't need very much verbal communication to realize that there was a mutuality of f...   [tags: Communication Elements] 915 words
(2.6 pages)
Strong Essays [preview]
The Importance of Successful Communication Essay - The importance in being able to effectively communicate with others is essential in our everyday lives. Although everyone participates in some process of communication, not everyone knows how to communicate well. Communication is a process involving the encoding and decoding of messages being sent and received by a source and receiver, respectively. Messages are sent through various channels, such as face-to-face interaction, electronic mail, text messages, and telephone. Depending upon the channel used to communicate a message, it may allow for the communication to be transactional or unilateral....   [tags: Communication Process Paper]
:: 1 Works Cited
868 words
(2.5 pages)
Better Essays [preview]
Analysis of Zamnet Communication Systems Using the McKinsey’s 7S Model Essay - Table of Contents Page 1.0 Introduction……………………………………………………………………………………. 2.0 Internal Analysis of ZAMNET Communication Systems. ………………………………… 2.1 Strategy……………………………………………………………..………………… 2.2 Systems………………………………………………………………..……………… 2.3 Structure………………………………………………………………….…………… 2.3 Structure……………………………………………………………………………..… 2.5 Staff……………………………………………………………………………….…… 2.6 Style…………………………………………………………………………………….. 2.7 Shared Values………………………………………………………………………… 3.0 External Analysis of ZAMNET Communication Systems....   [tags: Zamnet Communication Systems]
:: 9 Works Cited
2784 words
(8 pages)
Powerful Essays [preview]
Essay about Meaning Mishaps and the Nature of Art - Have you ever been confused about the purpose or meaning behind a certain piece of art. In my opinion, art is viewed many different ways. The artist will create a piece of art with a certain intended meaning, but it will most likely not be viewed in that way. When a spectator views a piece of art, they take into account their past experiences, and since everyone has gone through different things, their interpretations are different, as you can imagine. The nature of art is created when the artist intends one thing, but the spectator sees the art differently; and therefore changes the meaning when they spread their personal opinions....   [tags: art, ] 1294 words
(3.7 pages)
Strong Essays [preview]
Portrayal of Men and Women in Indian Television Advertising Essay - Portrayal of Men and Women in Indian Television Advertising Abstract Although gender role portrayals in advertising have been extensively studied in Western and other Asian countries, very few such analyses have been done in India. The study does a systematic analysis of the role portrayal of men and women in Indian television advertising. 128 male role portrayals and 196 female role portrayals are content analyzed for the years 1996, 1999 and 2002. Results show that Indian advertising depicts men and women in traditionally assigned roles of the culture....   [tags: Advertisements India Culture Media Essays]
:: 17 Works Cited
5082 words
(14.5 pages)
Strong Essays [preview]