Semiotics Essay

1074 Words3 Pages

Marc Jacob’s advertisement for the women’s fragrance, “Daisy” utilized a unique set of images to encode both explicit and implicit messages which function to create a visually appealing medium that is able to impact consumers on an emotional level. Through the first order of signification, the advertisement emphasizes lighting and bold, white text to effectively draw attention and accentuate their product and name. The source of luminescence seems to stem from the product itself as it illuminates surrounding areas such as the hair of the model and functions to contrast the duller surroundings. The text for the product and company name also display contrast with the light letters on a dark background and act as a simple yet sophisticated frame for the image while reinforcing what is said on the bottle. These techniques allow Marc Jacob to grant the product a divine, almost heavenly appearance and the model an angelic presence which implies a “bright” outcome with the use of the luxurious fragrance. In addition, the light from the product seems like the ideal way forth, a mystical beacon in the muddled, dull surrounding thus giving the product an air of importance. Secondly, from a denotative standpoint, the advertisement is set in a field of flowers and maintains a coherent yellow and green colour scheme throughout. The colours used reflect a very naturalistic setting that is cheerful and serene. Observers can make the connection between the livid, open field to the natural, floral fragrance. Furthermore, the title flower acts as a key sign in the advertisement and is connotative of beauty, youthfulness and innocence. The entirety of the bottle is representative of a yonic symbol and the large, crowning daisies amplify the promise ...

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...prominent in today’s society. I will stress the fact that companies incorporate ideals for society that subconsciously influence our behavior and that they should not be fooled by an attractive outer image. I would suggest methods of decoding learned throughout the unit and provide examples of social myths that are commonly identifiable in advertisements. Furthermore, I would encourage that purchasing decisions be made less reliant on image-based communication altogether. In all, the study of semiotics and ad deconstruction has significantly impacted my perception of image-based advertising and opened my eyes to the potential influences that they have on society. Although nearly impossible to find advertisements that do not encode deeper meanings, I will carry forth the knowledge I have acquired to prevent them from negatively influencing myself and those around me.

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