Semiotic Analysis Of Media

“The significance of media requires us to learn to see rather than merely to look”

The above statement I feel is very true in its nature. Us as general day to day consumers of media take what we see infront of us for granted we do not fully digest media the way we should. In texts images, and advertisements we only usually comprehend what is to be seen on the surface. The average does not accquire much depth from the media they witness. To comprehend media to its full extent one must learn to process it more critically taking every aspect of the text into account. This type of critical analysis is known as a semiotic analysis “Semiotics is concerned with everything that can be taken as a sign” (Eco 1976). Semiotics is not to be refined

Semiotics encourages the consumer to take in every bit of detail so they can appreciate the cultural aspect of all the signs present in that particular text. Ferdinand de Saussure declared semiotics as the science of signs in soicety. Saussure argued that a sign is made up of a signigier and a signified. This is one key aspect we must to come to terms with if we are to learn to see. “The sign is the whole that results from the association of the signifier with the signified”(Saussure 1983, 67; Saussure 1974, 67). Although Saussur views are the foundation of semiotics his methods have been adapted to the forward thinking of the academics of this day in

Its font size is nearly double any of the other text in the ad and it also stands out due to its eye catching red colour. Under it in bold black text it states”starts in the kitchen”. This is another ad telling women a way to a mans heart is through his stomach. This is an advertisement for a pyrex cooking dish. A pair of newly weds are seen in the centre of one of these dishes the dish is host to a kitchen scenario. The woman and man are still dressed in there dress and suit. The woman is seen to be below the man yet again crouching to grab a cake from the oven wearing an apron around her wedding dress tis is a sign for things to come for the newly wed. The man is yet again to be the more dominant of the two. The bride is completely enclosed in the dish signifying how she is now confined to both her husband and the kitchen whereas the mans foot is out of the pyrex dish indicating his life outside the domestic kitchen. The man is eager for what his wife has prepared for him and she looks over the moon to supply her husband with whatever he wants. The text is as bad as the image itself it implys that it is every girls dream to grow up and cook for there hardworking husband. This wonderful pyrex dish will also ensure that her husband will never be diappointed because pyrex “failure free cooking easy”. The ad is extremely sexist both visually and within the written part of the