11 English Semiotics and advertising

AIDA Attention Attention Every ad competes with many other ads. It must have something about it that attracts attention Every ad competes with many other ads. It must have something about it that attracts attention Interest 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 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 Desire A successful ad will create or stimulate a desire in the reader A successful ad will create or stimulate a desire in the reader Action Action Somewhere in the ad there will be an invitation to take specific action in order to purchase the product or service 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 is simply the study of signs, both individually and grouped in sign systems - includes the study of how meaning is transmitted and understood. Semiotics is simply the study of signs, both individually and grouped in sign systems - includes the study of how meaning is transmitted and understood.

Signifier = word/image/sound Signified = concept evoked Signifier+ signified = sign Signs

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Representations The author of a text may intentionally select images or construct images with symbolic intent 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 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 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 When we read texts (visual or written) we apply these understandings/rules

DIFFERENTLY TO DIFFERENT READERS

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 a) Represented participants (who/what- person/text/diagram?) b) narrative relationship among them? Vectors - lines of connection?

Copy this down… c) Composition – western left/right reading: ideal given ideal new ideal given ideal new centre centre real given real new(logo) real given real new(logo) Advertisers ‘use what is given to present the new’ (Kress & van Leeuwen’s (1996) grammar of visual design) (Kress & van Leeuwen’s (1996) grammar of visual design)

Cont. d) 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 advertisement consists of a muscular male standing in his underwear with a nude female positioned on a bed wearing no clothes. 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 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 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. 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 Bring your magazine as we will analyse some ads in class.