Advertising in the Media Essay
2174 Words9 Pages
Advertising is an important social phenomenon. It both stimulates consumption, economic activity models, life-styles and a certain value orientation. Consumers are confronted with extensive daily doses of advertising in multiple media. With the continual attack of marketing media, it is presumable that it will affect our individualism and society as a whole. What are the effects of advertising today? Does television reinforce the mainstream ideology of contemporary culture? How do they shape the society? Can the media help break the barriers of gender roles? Consumer minds’ can be changed, opinions molded. I believe advertising in the media today is slightly changing, however will not drastically change. The commercials and advertisements…show more content…
Ads and commercials, with their images of cowboys, successful businessmen, construction workers, sophisticates in tuxedos, muscle men and others, advertisements may seem to be flashing by casually. But they actually represent countless– if often unconscious– decisions by writers, advertisers, producers, programmers and others about what men look like, say and even think. Men view magazine advertisements containing images of men that varied in terms of how traditionally masculine versus neutral they were and whether the models were the same ate or much older than the viewers. This suggests that nontraditional men’s gender role attitudes may be rather unstable and susceptible to momentary influences such as those found in advertising. Several parts of relationships are viewed differently by the sexes. “Men view women as lower on the socioeconomic scale, while women see the two genders as at equal level on the socioeconomic scale” (Melville and Cornish, 1993).
When studying the many different commercials these two commercials definitely supported the main type of male role in advertising. Coca-Cola ran an ad in which at a certain time all of the women in an office rushed to the window to watch a construction worker take his shirt off and drink a Diet Coke. Although he is undressing, the situation allows us to assume that he will not reach full nudity. Another good example opens with two women sitting in a park eating
Essay about Semiotic Analysis of a Advertising Image
1457 Words6 Pages
For my semiotic analysis I chose to talk about a commercial for ‘Be delicious’ from Donna Karan New York to demonstrate how advertising generates its meanings, construct the image and behaviors ideology in order to attract customers.
‘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…show more content…
This is called the signification system. Breasley in his critical research argues that a signification system in advertising can thus be defined as the set of meanings that are generated for a product by a systematic association of various signifiers , with implicit signifieds relating to personality, lifestyle, etc. (see Beasley, 2002: 23) Contextualizing, the advert embodies two semiotical specific elements, the denotative and connotative sense. Denotation is described as the defitional, obvious or commonsense meaning of a sign, or, from another point of view, what the dictionary attempts to provide. Often, the role of the denoted message is to naturalize the connoted one.
‘That is, the work of interpretation, or grasping the connotation of the image, is underlain and held together by the brute fact of the syntagm of denotation: the conjunction of the objects in the scene is natural or given, because it requires no translation, no decoding (Barthes,1964a: 51)
Analysing the advertising from a denotative point of you, I can say that it contains both text and image and I will talk about each of them, because neither should be ignored. We have the name of the perfume Be delicious and the name of the company Donna Karan New York. These textual elements are visual; the name of the perfume is green, bold, upper class and appears above the name of the company. Dkny is generic, and is the company name, while be