Visual Media

Semiotic analysis of an advertisement

Introduction

Communication when defined in a social context is a dynamic process that is required to share meaning . Thus from the viewpoint of one with something to share , the intertwined work of representation , projection and externalization is the essence of communication (Smith , 1995 )[1] Mentalists define communication as a special type of social interaction whose distinctive features are intentionality and overtness (Bara Tirassa , 1999 )[2]

Successful advertising is usually equated with effective communication

The central idea behind an advert appears to be the factor of

conscious intention behind the text , with the aim of benefiting the originator materially or through some other less tangible gain , such as enhancement of status or image . These intentional messages use significant symbols to convey meanings that reflect different factors which may directly or indirectly help to influence the consumer behaviour . These include symbols from culture , social life , language , religion and even ethnicity and race factors . Semiotics helps to effectively analyse and understand these symbols used by advertising

Analysis of the advertisement of Emirates airline in The Spectator

p Emirates , the Gulf Airline 's full page colour advertisement in The Spectator , investment special issue (Oct , 2006 ) speaks all about its new award-winning ice entertainment system that plays music according to the customer 's taste . The print advertisement shows a group of colourful singing birds in the branch of a tree . They seem sitting comfortable at the place . The headlines say `6000 songs , and a brief text is also seen describing the peculiarities of the service advertised

Interpretation

Semiotics theory is used to interpret the codes used in this advertisement . Semiotics originates primarily in the work of two people Ferdinand de Saussure and Charles Peirce . Saussure showed that language is made up of signs (like words ) which communicate meanings and he expected that all kinds of other things which communicate meanings could potentially be studied in the same way as linguistic signs , using same method of analysis . Saussure showed that there are two components to every sign . One is the vehicle which expresses the sign called the `signifier ' The other part of the sign is called the `signified

The signified is the concept which the signifier calls forth when we perceive it . The sign is the inseparable unity of the signifier with the signified , since in fact we never have one without the other

Although linguistic signs comes directly from Saussure , semiotic analysis of images and other non-verbal signs is made much more effective by some of Peirce 's distinctions . The relationship of signifier to signified and of sign to referent is entirely a matter of conventions established by langue in general , and English language in particular . Peirce calls this arbitrary sign as `symbolic . The photograph of a cat faithfully records its colour and shape . This type of sign where the signifier resembles the referent is called `iconic Iconic signs have the property of merging the signifier , signified and referent together . When the cat is hungry it cries to gain our...