Semiotic Analysis

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“Semiotics as Paddy Whannel pointed out does have a tendency to' tell us things we already know in a language we will never understand” (Paddy Whannel, cited in Ruth McKeown, April 1998). Not only what is said about the product but who says about the product, tells us about the product in non-verbal language. While doing the semiotic analysis it is important to look at the representations. Ruth McKeown says in A Semiotic Analysis of Two Ads for Persil Liquid, while analyzing the above advertisement in women magazine. “… the fact that the man is naked suggests naturalness as well as strength. So the image denotes the concentrated strength of the product … the product is centrally placed cradled in the hands of a strongly built black man. The …show more content…

The genders are not given their stereotypical cultural roles especially picture of the woman allows the consumer women to step into her shoes and the product will give them freedom and glamorous life just like the women in advert. The harmonious bend of “…the lighting, the focus, the setting and the choice of that particular sort of man and woman with those sorts of bodies - all have been deliberately selected for a purpose so that we associate the signifier and the signified with the product” (Ruth McKeown, April 1998). The technique of hiding the face of both the models is a tactic of making every potential women consumer think of herself as a Hollywood glamorous celebrity and imagine her ideal in the male model figure. This article explains the paradigmatic and syntagmatic relationship in semiotic analysis. Both allow the signs in an advert or commercial to be organized in other words more …show more content…

O’Halloran. It is divided into three parts, part one deals with Three-dimensional material objects in space. Part two, deals with Electronic Media and Film which is my research area concerned topic and third part deals with Print Media. The concerned part talks about Phase and transition, type and instance: patterns in media texts as seen through a Multimodal approach, visual semiotics in films and multisemiotic mediation in hypertext. This book helps in developing basic understanding of multimodal analysis and the systematic dealing of semiotics by taking snapshots of adverts per sec hence making it a lot more technical than my research if

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