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Semiotic Analysis Examples

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SEMIOTICS ANALYSIS ESSAY Advertisements are a smart tool and technique which is used to promote and sell various products. Using mass media, it aims to persuade potential consumers that there is some sort of direct correlation between the brand and a lifestyle or identity which is considered enviable. Due to the depiction of various images and words in advertisements, debates regarding the advertisement often arise. The essence of semiotics is ‘the science of signs, or the study of signs and sign systems’ (O’Shaughnessy and Stadler, 2009:133). Using Semiotics, which was originally developed by Ferdinand de Saussaure to study language, I will be analysing the BIC Advertisement as it is suggested by Hodge and Kress that semiotic analysis can …show more content…

This is the most obvious meaning of a sign and it can be expressed by simply describing what is seen at first glance.’ (Gottdiener, 1995:15) In the BIC advertisement, there is a woman that looks approximately 30 years old. She is neatly dressed in business/ formal attire consisting of a white-collared shirt and grey blazer. She is looking directly into the camera while smiling broadly. Her body is not facing directly toward the viewer, but rather slightly slanted, drawing more attention to her face. The background is also blurred, which emphasises and places direct attention to her face and body language. She also has long flowing hair which looks neat and glossy. Her arms are folded just below her chest, revealing manicured nails which are red in colour. To the left of the woman is a text which is large and thin, immediately grabbing the attention of the viewer. It states “Look like a girl, Think like a man, Work like a Boss”. In the bottom left corner there are the words which follow a hash tag reading “Happy Women’s day” The word “women” is black in colour, while the other two words are white. This places emphasis on the message of the advertisement. The BIC Logo, which is an example of an indexical sign as it is referring to something else, is situated in the far right bottom corner of the advertisement. The word BIC is in bold and uppercase text which is eye catching and immediately draws the viewer’s attention to the product being advertised. Regarding racial classification, this woman is considered

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