Assignment One: Short Paper
Contents
1.0 Introduction 1
2.0 Appendix 1
2.1 Appendix A: Smart Inc Billboard Specsavers 1
2.2 Appendix B: The Guardian Specsavers 3
2.3 Appendix C: Framestore Specsavers 3
3.0 Conclusion 4
4.0 Reference List 5 5.0 Appendix 6
5.1 Appendix A: Smart Inc Billboard Specsavers 6
5.2 Appendix B: The Guardian Specsavers 7
5.3 Appendix C: Framestore Specsavers 8
1.0 Introduction
The purpose of this essay is to analyse the meanings and the socio-political effects these three advertisements by the company Specsavers produce. Using critical tools such as sign, signifier, signified, connotation, denotation, myth, representation and discourse this essay will discuss the ways in which meaning is made and the effects produced.
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The biggest signifier for this is the shattered frame of the scooter itself, which in turn signifies to the consumer that a crash has occurred due to poor eyesight. Charmaine Moldrich, Chief Executive of the Outdoor Media Association believes that the billboard business now feels it is the time to lay out its creative credentials. “In my opinion, OOH advertising is an essential part of contemporary cities and their iconography. Strong creative reinterprets the familiar in an interesting environment and gives consumers cause to pause, imbues brands with greater meaning and relevance, and contributes to the character of a city and its people.”
Moldrich also states that, “great OOH creative fully embraces context: the nature of the individual OOH face, its locale, the surrounding community, the brand's primary consumers, complementary campaign platforms, popular culture references, even world events. This perspective allows OOH to be an integral part of our social
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• How might different decoding positions produce different meanings? Maybe think of examples here.
Assessment 1— Short paper (1,350 words plus references and appendices)
Theme: Semiotics and Identity: Adtext Analysis.
Due date: Monday 1st September 5:00 PM via LearnOnLine.
Assessment Topic: Semiotics provides useful tools for understanding and analysing adtexts - their meanings and the socio-political effects they produce. Using critical tools such as sign, signifier, signified, connotation, denotation, myth, representation, discourse, etc, critically analyse 3 Adtexts: discuss the ways in which meaning is made, as well as the possible effects of such meaning.
What you need:
• Collect a series of 3 advertisements for one brand name product (e.g. Pepsi, Apple, Topshop, Cartier) OR 3 different brands of the same type of product (e.g. mobile phones, jewellery, cars).
• References: At least 3 references. Please note, Thwaites, Davis and Mules is only one reference.
• At least three quotes from three different sources.
• Harvard referencing system.
The Course Webpage has detailed information about preparing and presenting the
This film dealt with advertising and the techniques used today as a way to sell products and services while raising the question as to whether there are more brands in need of a real purpose. Furthermore, it worked to explain some the difficulties found within advertising such as reaching the consumer as well as the evolution of marketing.
Advertising draws both from non-linguistic elements and linguistic cues designed to communicate a desired message to a targeted audience. Communication transpires through decoding and encoding levels of messages from the sender to the receiver via a particular medium. The overall connotative meaning of the message perceived, potentially impacts from one’s cultural perspective. This essay examines the advertisement of the Katy Perry perfume ‘Killer Queen’ in terms of a semiotic analysis. The advert itself is a conglomeration of symbolic signs, indexical signs, connotations, denotations, paradigmatic and syntagmatic relations combined. The implementation of Ferdinand de Saussure view on signs and his approach of signifier and signified assisted
... middle of paper ... ... Brown, P., & Levinson, S. C. (1987).
Berkman, Herald W. and Gilson, Christopher. Advertising: Concepts and Strategies, 2nd ed.. (New York: Random House, 1987). 244.
Charles A O’Neil explains how advertising is made of a simple language which includes short words, pictures, symbol and slogans. He writes that advertisements is being edited into its simplicity form which is the advertising language. These advertisements may seem casual and natural but they are carefully made to get our attention into buying what they are selling. “Every successful advertisement uses a creative strategy based on an idea intended to attract and hold the attention of the targeted consumer audience”. O’Neil also lets us be aware that advertisement wasn’t as easy as we thought it was, like slogans have been engineered so that we remember them even if we refuse to, or that images have been carefully chosen
Greenblatt and M. H. Abrams. 8th ed. Vol. 2. New York: W.W. Norton, 2006. 1891
‘Semiology provides the analyst with a conceptual toolkit for approaching sign systems systematically in order to discover how they produce meaning’ (Bawer et. all, 2000: 227). Advertising is one of the typically elements used for a convincing presentation product or service to the buyer or user. Advertising provides the link between products or service and people. To be efficient, it must correspond to products and to be relevant for people, expressing and sustaining competitive advantages. My image appears in Glamour, a specialized publication for women, which cultural context is gender, thus providing a greater degree of authority and the intention is to promote the reputation and sales of the perfume. The image is a collection of signs, these signs may include paradigmatic and systematic elements such as the name of the perfume, the fonts used, the colors or the women which appears with an green apple in her hand. ‘The goal of semiotics in the study of advertising is, ultimately, to unmask the arrays of hidden meanings in the underlying level, which form what can be called signification systems’ (Beasley et.all, 2002: 20). It is obvious that in the interpretation of an image controversies can arise and the meaning could be different from person to person due to the cultural level or ways of image analysis, because the reader approaches an image from a personal ideological perspective. Here we can say that the link between signified and signifier is essential. Signifier, is the particular te...
The cover of this magazine can be analyzed using different theories, including the semiotics of symbolic theory, Performance as Political Action idea and postmodern theories within cultural studies. The first theory used to analyze this magazine is the semiotic theory, developed by C.S. Peirce. This theory is used to find the meaning in signs and claims it is all in the meaning of the signs used.
Herman calls semiotics the 'conventional relation between signifier and signified'. Looking at these conventions would re-establish the contexts of 'production... and reception' (Lanser, 2008, p. 344) so important for feminist criticism, whilst still utilising some of the formal insights of narratology.
Tellis, Gerard J., and Tim Ambler. The Sage Handbook of Advertising. Los Angeles: Sage Publications, 2007. Print.
Technological advancements have changed our culture in many ways, even having it’s personal effect on advertising. With the invention...
Advertisements are pieces of art or literary work that are meant to make the viewer or reader associate to the activity or product represented on the advertisement. According to Kurtz and Dave (2010), in so doing, they aim at either increasing the demand of the product, to inform the consumer of the existence, or to differentiate that product from other existing one in the market. Therefore, the advertiser’s aim should at all times try as much as possible to stay relevant and to the point.
‘Creative without strategy is called “art”. Creative with strategy is called ‘advertising’. Creativity grabs attention. People are flooded with millions of ads each day, but screens most of them out. Creativity allows advertisements to get past the filtering process and appeal to the intended audience. (Altstiel & Grow 2012) Advertising agencies nowadays are forced to think outside the box, by looking at the bigger picture and constantly discovering new ideas and ways to grab people’s attention. A successful creative advertisement results from the ability to incorporate strategic concepts in order to draw the line between plain art and advertising. There are no rules, no patterns to creating highly creative advertising. (Lee 2000)
The first thing that advertisements try to achieve is to capture costumers’ attention. When an ad fails to do this than it is not a successful ad. Advertisement fa...