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11 English. Semiotics and advertising. AIDA. Attention Every ad competes with many other ads. It must have something about it that attracts attention Interest Once an ad has attracted the reader’s attention it must maintain interest. It needs to fit the reader’s world in some way

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11 English

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11 english

11 English

Semiotics and advertising


11 english

AIDA

  • Attention

    • Every ad competes with many other ads. It must have something about it that attracts attention

  • Interest

    • Once an ad has attracted the reader’s attention it must maintain interest. It needs to fit the reader’s world in some way

  • Desire

    • A successful ad will create or stimulate a desire in the reader

  • Action

    • Somewhere in the ad there will be an invitation to take specific action in order to purchase the product or service


Semiotics what does it mean

Semiotics! What does it mean?

  • Semiotics is simply the study of signs, both individually and grouped in sign systems - includes the study of how meaning is transmitted and understood.


11 english

Signs

Signifier = word/image/sound

Signified = concept evoked

Signifier+ signified = sign


Advertisments

Advertisments


Representations

Representations

  • The author of a text may intentionally select images or construct images with symbolic intent

  • Images may be read differently by different readers according to the experiences brought to the text

  • Within each culture there are shared understandings/rules about modes and meanings of representations

  • When we read texts (visual or written) we apply these understandings/rules


Differently to different readers

DIFFERENTLY TO DIFFERENT READERS


Levels of meaning

Levels of ‘meaning’

  • Denotative – literal

  • Connotative – symbolic/cultural/expressive

  • Ideological – images mobilise dominant ideas and beliefs (often unquestioned, shared ideologies – eg motherhood, family, liberty, beauty, romance)


Deconstructing

deconstructing

  • Represented participants (who/what-person/text/diagram?)

  • narrative relationship among them? Vectors - lines of connection?


Copy this down

Copy this down…

  • Composition – western left/right reading:

    ideal given ideal new

    centre

    real given real new(logo)

    Advertisers ‘use what is given to present the new’

  • (Kress & van Leeuwen’s (1996) grammar of visual design)


11 english

Cont.

  • Interactive and textual participants; between reader/author/text -> these relationships exhibit: contact, social distance and attitude (eg - eye contact/lack of & size of image) demand or negate interaction


The surface meaning

The surface meaning

  • The Surface Meaning: The advertisement consists of a muscular male standing in his underwear with a nude female positioned on a bed wearing no clothes.


The intended meaning

The intended meaning

The Advertiser's Intended Meaning: The advertiser is trying to point out the comfort of the particular underwear and that the brand can be worn in different settings, they are lightweight, and unlike any other underwear on the market. As a product, the underwear will "benefit" men.


The cultural meaning

The cultural meaning

  • The Cultural or Ideological Meaning: The specific use of the phrase "for the benefit of mankind" connotes a number of ideological meanings. At one level, the phrase (as well as the composition) speaks to the constructions of patriarchy in U.S. culture. Men are typically the ones who "benefit" from popular. As well, the use of "mankind" suggests the superiority of males in society. The visual composition and poses of the two figures also speaks to the dominance of males over females. Another meaning is that of male sexuality and the notion that women are presented to serve men, sexually and in other respects. The advertiser will also benefit from the association of male virility and the specific product being sold in the ad.  


Tomorrow s lesson

Tomorrow’s lesson

Bring your magazine as we will analyse some ads in class.


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