Semiotics/LIIAR analysis

Language

In media this term doesn’t mean just texts, letters or words; it also includes images, content, theme and purpose. It also helps the audience understand: layout, design, use of written language, use of photography and illustration.

 

Institution

This is the company that makes the media text and the organisations responsible for the production, marketing and distribution.

 

Ideology

These are the ideas behind why things are being presented, including attitudes, beliefs and values.

 

Audience

These are people that consume the media texts; it includes target audience, mass audience and individuals.

 

Representation

How social groups are represented for example gender in a positive or negative light. It also includes why they have chosen the colours, objects and texts in certain places.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

The focal point of this camera shot, which is also the main image of this advert, is the unicorn’s muzzle which also draws the consumers to the mint even though it is the smallest object on the page. The camera angle used in this shot is as if the viewer is gazing upwards at the unicorn as the unicorns gaze is not level with the viewers, this connotes that the unicorn is superior and dominant. This also relates to the word ‘discerning’ which is included in the adverts slogan and in also links into the fact that unicorns are mythological and from a fantasy realm.

This advert has a white background which also runs through the actual advert itself. The company ‘TREBOR’ have used the white theme throughout in order to show purity and add a fantasy like feel to the campaign. White is also looks modern and is associated with more luxurious items. They have emphasised the theme of luxury furthermore by adding a long evening glove is a contrasting colour of black this is also associated with wealth and class. The framing of this shot also makes the owner of the gloved had not shown which also shows mystery.

You could also say that the black evening gloves and jewellery are included to emphasize the quality of the product, this is interesting as in someone was to feed a horse (as this is the closest thing to a unicorn) then they most typically wouldn’t be wearing a black evening glove. We would expect someone in pale, subtle colours as that is what most riding clothing show. Therefore this advert is showing the expert quality of the mint that can’t be fed to your typical horse as it is too much of I higher quality. The diamond jewellery can be said to signify wealth and success which also relates to the slogan ‘sweet success’. They also include an image of the packet which is the only object in the advert to portray strong, bold colours and it is also located central at the bottom so it is eye level with the consumer.

 

 

 

 

 

 

 

 

 

 

 

 

 

In this advert pink in used in the background in both dark and subtle tones, this makes it the predominate colour. The target audience is men and more specifically men over the age of 18, therefore they have used a male model around that age to sell and advertise the product. This is so that men will see the advert and want to fulfil his role as it is shown here. It is also clear that it is aimed at over 18s as it is very sexual with the positioning of the models and the amount of skin on show. There is a women lusting over him as he is giving the audience a direct mode of address. As this advert is specifically aimed at men, here they are objectifying women almost as a prize or award if you wear this cologne. She is also being dismissed by the male model as he stares into the camera with a very confident look on his face. The tagline also shows that ‘JOOP!’ are trying to break the stereotypical concept of girls wear pink and men wear blue. Therefore this advert makes the target audience think that if they wear this cologne they will become confident, lusted over and masculine.