Case Study On Sisley

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Submitted to
Management Development Institute of Singapore
In conjunction with
University of Sunderland

In partial fulfilment of the requirement for the award of
Bachelor of Arts (Honours) in Media, Culture and Communication (Top-Up)

Supervised by: Mr. Fuadi Rahmat
For: Professor Julia Knight

Name: Samuel Shane Singh Dhillon
Class No: BCCE51704A
NRIC/Student Pass: S7936648Z
Date: 8th September 2017


• Introduction Page 3

• Case Study on Sisley’s Print Advertisement Page 3

Semiotics and Signs in Advertising Page 3

• Critical Discourse Analysis Page 6

• Conclusion Page 6

• Bibliography Page 8

• Annexes Page …show more content…

Then in 1974 the Italian ‘Benetton Group’ saw the company’s potential and acquired the rights for ‘Sisley’. Only in 1985 did ‘Sisley’ begin to regain their own personality again, a new image was forged through an introduction of in-house commercial and creative staff, of which new product and advertising blossomed. Again in 1996 ‘Sisley’ revamped its then iconic logo to a more modern, chic and sophisticated design, propelling them yet again to worldwide branding fame and recognition. World-renowned American fashion photographer Terry Richardson was entrusted to revive the ‘Sisley’ brand at this time and his famous international ad campaign styles for the brand can be summarized as creating a personality of fictional reality, with strong sensual and erotic elements, fused with irony for ‘Sisley’ (refer to Slide 4). Today the ‘Sisley’ brand is still unconventional, in tandem with the Benetton ethos and is constantly evolving with modern times to attract the modern youth through their culture (Sisley …show more content…

Saussure saw a sense of purpose that comes when there is an association or relationship between the forms of a Marker with an idea. Whereby a Marker is a meaningful sound or graffiti that is a mental picture or concept. Semiotics creates a meaning which the object, not only contains the complex information, but also carries emotional impact for the audience. Human senses will catch the signal and then pull the impression to the brain, which leads to a conclusion of subjective meanings, depending on the perspective of each audience (Desamba 2011). Semiotics is an investigation into how meaning is created and how meaning is communicated. Its origins lie in the academic study of how signs and symbols, both visual and linguistic, create meaning (Signsalad n.d.). Our actions and thoughts, or what we do automatically, are often governed by a complex set of cultural messages and conventions, dependent on our ability to interpret them instinctively and instantly. For instance, when we see the different colours of a traffic light, we automatically know how to react to them. We know this without even thinking about it. But this is sign which has been established by cultural convention over a long period of time and which we learn as children, requiring a great deal of unconscious cultural knowledge to understand its meaning. Everyone is a Semiotician,

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