MESSAGES IN SISLEY’S ADVERTISEMENT – THE STUDY OF SCIENCE AND SEMIOTICS.
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
CONTENTS
• 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
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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,
Semiotics can be defined as the study of symbols and signs particularly with regard to how they are used to create meaning and communicate it to others. Semiotics also offers tools that make it possible to uncover the cultural conventions and codes that highlight the period to which a setting was placed and interpret meanings behind the symbols (Berger, 2014). In the pilot episode of “That 70s Show”, it is possible to apply semiotic analysis since there are various signs and symbols that reveal different elements of the show. Different signifiers in the episode and what they portray helps the audience to interpret the message that the producer is trying to convey. That 70s Show has a large presence of signs, signifiers, codes and ideologies that relate to teenage relationships and their lives in general during the 1970s. Additionally, it is important to highlight character placement and the semiotics involved pertaining to the viewers.
Symbolism can serve as a link between feelings and thoughts as well as creativity and perception. Many directors use symbols to transmit a message but sometimes they go unrecognized due to its subtleness. Which is why they should be ubiquitous and not have an intimate value.
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Symbolism is also used in the matter of connecting the real world and its people with the
Tillich further argued that symbolic language operates in a similar way that a piece of music, art work or poetry might. This is because they can heave a deep overwhelming effect upon us that we can’t explain or can only explain in a limited way and therefore, the person listening will not understand the effect unless they have felt the same effect of the same piece of art. Also, symbols, like artwork can open up new levels of reality for us and offer a new outlook on life that we would not previously of had, without looking at the symbol/art.
Semiotics, also known as semiology, is the study of signs, symbols, and signification. Signs and symbols are hidden throughout television shows and movies, especially in crime dramas like NCIS. Shows like this are notorious for having discreet connections between different points of the story.
Jacques Lacan's graph illustrates three (Imaginary, Real, Symbolic) registers that connect into a triangle. Reality (Phallus) is pictured as in between the Imaginary and the Real. This effect creates an idea of fantasy in the subject. From imaginary to symbolic, lies the representation of unconscious truth. This reveals symbolic identifications throughout their history. Completing the triangle, is Symbolic to Real. Between these two is semblance (le Objet petit a), acting as the object of desire. The middle of the triangle, (Jouissance) is emerging from the Real, acting as the subjects’ symptom or sinthome, holding the three registers together. Subjects begin this triangle at the Real, starting from instinctual demand. This leads them to identify
There was a girl named Kiley. She was a rather simple person. Her body consists of the skeletal system. Her abdominal cavity is superior to her legs and her spine is anterior and is located on her dorsal side. Her oral cavity is superior to her abdominal cavity but her pelvic cavity is inferior to both. Her cardiovascular system pumps blood throughout her body and keeps it going as she finishes her homework. Her shoulder is proximal to her elbow. Her nose is medial to her eyes, and her thumb is lateral to her other fingers. Her upper arm is proximal and her hand is distal. While trying to complete all of her homework she received a papercut that was merely superficial but then when she got frustrated she stabbed herself in the thigh resulting
For my semiotic analysis essay i have chosen to evaluate the Oxfam’s ‘Lose yourself - Vintage’ campaign. This will be used to show how advertising uses codes to develop an image in order to attract customers. “Advertising is the official art of the advanced industrial nations of the west”, the industry uses a wide variety of techniques to get attract the audience. The placement of particular text, imagery, colours and other signs is an imperative aspect to what makes an advert successful.
Semiotics is the study of meaning. There are many aspects that go into developing a semiotic analysis. They include signs, a signifier and signified, codes, opposition, code confusion, intertexuality, paradigms, and syntagyms. Before delving into the analysis, the meaning of each of these terms and their relation to semiotics must be made clear. A sign could be anything that stands for something else. A signifier is the physical object that represents something else, while the signified is the image the object relays. Codes are a set of rules that govern everything. Opposition, or binary opposition, which is used in this analysis, is when two things or people are used as opposites
Burberry is uniquely positioned as a classic British apparel brand with high global brand awareness to capture the globalization of consumer demand. Its distinctive luxury brand with international recognition and broad appeal. The company’s outlook for the accessible luxury goods industry remains positive from both a geographic and product point of view. Burberry had become positively hip and popular among a younger demographic. It has a unique history and positioning as the authentic British lifestyle brand and highly successful merchandising and marketing strategy across both appeal and accessories. In 2000 Burberry’s total sales were 225.7 million and by 2003 sales had went up to 593.6 million.
The basics of Semiotics were laid down by a Swiss linguist, Ferdinand De Saussure (1857-1913). “He used the word to describe a new science which he saw as ‘a science, which studies the life of signs at the heart of social life’ [Saussure cited in Underwood] He considered that a sign had two essential elements: the signifier and the signified. A signifier is any material thing that
Gucci is a multinational fashion brand based in Italy. The brand specialises in leather goods, clothes, and fashion accessories for both and women aged between 24 and 30 years. Gucci was founded in 1921 in Florence, Italy by Guccio Gucci (Gucci Official Site United States, 2016). The main purpose of this paper is to provide an in depth brand analysis of Gucci. The paper will investigate and evaluate Gucci’s vales and identity, and will discuss how successfully these are reflected by Gucci’s business model, supply chain management, and Corporate Social Responsibility (CSR) activities. In addition to that, the paper will critically evaluate Gucci’s brand identity (identity) in relation to its brand image (external).
In a way, Benetton tries to challenge reality to its extreme. The brand’s campaigns have aroused several ethical concerns since many claim that they’ve gone overboard with their campaigns. The brand was the brains behind the concept of shock advertising. Olivero Toscani of United Colors of Benetton was the brains behind this idea because he believed that it was high time for viewers to see the reality and not just the painted images of reality. His opinion was that it is essential to show viewers images that may even be shocking so that they become aware of the happenings in the
In the important move, Saussure analysed the sign into two further elements. There was, he argued, the form, and there was the idea or concept in your head with which the form was associated. Saussure called the first element, the signifier, and the