FINAL_Assessment Two Image Text and Culture.docx

1 CMM19 Image, Text and Culture Assessment Two: Analytical Report Semiotic Analysis of Palmolive Men Deep Clean Shower Gel Product Text By Nicola Scott Griffith SID: s5083596 Open Universities SID: 1077160

2 Signs and Sign Systems The text refers to the paradigms of masculinity and heterosexual relationships, “a set of signs, from which any given sign is drawn to produce meaning (Study Guide CMM19 2020, p. 31)”. This is supported by the combinations of signs, the syntagm, that are present within the text (Study Guide CMM19 2020, p. 29). Specifically, the young naked male figure positioned under a shower head that is running with water, the lights around his body, the slogan “forever fresh” in the centre of the text, the block of text in the top-right corner “When it comes to his skin, trust Palmolive to help keep him fresh and feeling good all day” and “help your man lift his game”, and the image of the Palmolive Men Deep Clean Slower gel product. Interesting, the text also refers to the paradigm of gender roles within heterosexual relationships through the mode of address and binary oppositions. The text positions the female within a heterosexual relationship as it’s addressed through the written signifiers “When it comes to his skin, trust Palmolive to help keep him fresh and feeling good all day” and “help your man lift his game.” In doing so, it reinforces the stereotype that women are primarily the domestic partner, in addition to any other role that they may play in the relationship. It also indicates that women play a significant role in rectifying or improving their partner’s manhood, and thus their relationship, through body grooming and presentation. Additionally, the binary oppositions of masculine/feminine and dirty/clean presented in the text signifies that masculine identity is constructed from women’s expectations; that men must engage in grooming to remain physically desirable in the interest of their female partner. The presence of body odor or dirt, of a partner is framed as a hinderance to Griffith SID: s5083596 Open Universities SID: 1077160

3 experiencing love and happiness in a heterosexual relationship as it is considered to be unappealing, unhygienic or unhealthy. The text invokes the metaphor that the Palmolive Men product, like a heterosexual relationship, is “forever fresh,” and investing money in Palmolive Men is comparable to investing in one’s relationship with their man. The signifier of the lights around the man’s body is another metaphor, portraying that use of the product will elevate the man to a god- like status. It also compares the product to energy and performance that is required to sustain a long-standing relationship with a man. The meaning of man is signified metonymically by showing only one part of his body: the torso and head, which stands in for the whole (his body). His naked, smooth skin, broad shoulders, slender sculptured body, toned bicep, chiselled jawline tanned skin, shaved appearance embodies the archetypical heterosexual male that is perceived to be desirable to women. Such masculinity is presented as something that can be achieved or enhanced through the use of the Palmolive Men product. Connotations suggest possible meanings, which may be attributed to a sign (Study Guide CMM19 2020, p. 47). In this case, these possibilities include masculinity, youth, beauty, grooming and self-care, health and hygiene, seduction, sexuality and performance. However, the written text “forever fresh” and “help your man lift his game” assists in determining the denotations of the text by limiting what the signs can mean. Denotations are “the most stable and objectively verifiable of connotations” (Thwaites et. al. 2002, p. 62). In this text, the male in the shower signifies heterosexual masculinity and a successful relationship with a woman. Griffith SID: s5083596 Open Universities SID: 1077160

4 Griffith SID: s5083596 Open Universities SID: 1077160

5 Commutation Test A commutation test is a way to test the paradigmatic value of a signifier by substituting elements of a text within the same paradigm to see how it changes the overall meaning of the text (Study Guide CMM19 2020, p.33). The signifier of the heterosexual female as the addressee could be tested by altering the written text from third person “him/his” to second person “you.” Changing the text’s point of view to second person establishes the heterosexual male as the addressee in the text. Although the signification of heterosexual masculinity remains the same, the hidden desire within the text is altered to reflect the fantasy of fulfilling a man’s sexual desire to seduce women. Additionally, a shift in power and agency occurs within the text as the male becomes wholly responsible for improving their manhood through grooming in order to be successful with women and attain a desirable lifestyle. As a result, the connotations of seduction and sexuality may become more prevalent within the text. This indicates that the mode of address towards a heterosexual female audience has a certain paradigmatic value within the text. Another commutation test could be conducted on the male body present within the text. Replacing the appearance of smooth, hairless skin on the male’s body for a full beard and hairy chest may change the meaning of the body as a metonym for heterosexual masculinity. Instead of invoking connotations of cleanliness and beauty, the male body may signify being dirty, unkept and unhealthy. This may negate the sense of sensuality and seduction that the original male figure suggests. Griffith SID: s5083596 Open Universities SID: 1077160

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