Olay Advert Analysis

Olay Advert

The ad makes meaning by applying semiotic styles articulately to appeal to the target audience. In the selected photo, a beautiful woman is wearing a smile and with eyes half closed. There are also words in the photograph to bring out the emotional expression in the photo to ensure it makes senses to the targeted audience.

The advert designer applies signifiers to creating symbolic meaning that will appeal to the market targeted by the skin product. For example, the emotional expression and words about health ingredient such as vitamin C and E symbolize benefits to the users. Besides, the beautiful woman with oil skin shows there are healthy skin benefits that will result from using the product.

There is a strong focus on a blue

In the photograph, the woman is closing her eyes and smiling with her pointing finger touching the lower lip. The caption signifies a sign of happiness within reality and relaxed mood. Notably, there is a shadow of her right hand on the chest that shows the photograph is real. The woman in the ad has a silver ring, and the hand is in the middle of the photograph that is the focal center of the viewers. A close look at the photo shows the woman is tilting to the right, which is a body language implying submission. If the head is tilted, the neck and throat are exposed. The head and hand position is a visual metaphor that strengthens emotional expression. Hence, a viewer will associate the product with real concepts such as relaxation, softness, and happiness. The visual metaphor of head tilting in the ad is crucial in bringing out the submitting role of a woman (Stalter 64). In fact, leaning inward and closing eyes halfway is metonymy that indicates vulnerability and submission that is expected of a woman by the society targeted by the

For instance, the ring shows a happily married woman that is healthy and beautiful. The ad is targeting middle-aged woman with high social standing. The use of nutritional values such as vitamin E and C in the ad relates to the healthy skin revealed on the face, neck, throat, and back of the woman's hand. Thus, the skin product is depicted to add health benefits to the users by revealing oily and tender skin at the center of the photograph. There are also syntagmatic relations created by the sequence of words in the advert on the skin advert. The order of the wording from writer, wife, environmental protection and vitamin C/E have syntagmatic relations. It implies the product fit the needs of women and it is a green product as it does not harm the environment. The product has numerous health skin benefits to the users and such a wording has psychological impacts on the potential buyers (Giles 138). Therefore, buying the product scores many goals that promote the welfare of the general