Semiotic Analysis

After reviewing a few videos based on United States Army propaganda while on a popular media site it was quite eerie, since I am currently enlisted within the ranks. The Army is also something that you normally see in various forms such as billboards, television, and of course the actual soldiers. I would like to examine the whole concept of what the videos represent and how it grasps the attention of the viewer, audience, or consumer. If a person is somewhat or completely against the military, after viewing the commercials the viewer might have second thoughts. Overall the videos organize the three rhetorical techniques in a unique matter to where it catches a person’s attention. I can easily say that in the area of Ethos, the videos do exceptionally well, and of course to the Army is very well known for many of its characteristics both in the homeland and overseas and of course the United States Army was established more than two hundred years ago in the year of 1775 a year before the Declaration of Independence! As for Pathos, it moves the viewer with its various scenes as it can be inspirational, motivational, intriguing, etc., hence why it could possibly change the view point of the person from bad to good, but ultimately it is up to the person watching. In the technique of Logos, it appears as a relation to the viewer and how the viewer could benefit from the military in many ways just by wearing a single uniform, or if you are person

The boy shows the perspective that it is possible that children his age can play these types of games. The visual appeal effectively used is pathos, and logos to grab the audience’s attention. The first appeal is shown by using emotion or pathos because this particular image can cause parents to question about their children’s interaction with violent video games. The image can cause parents to worry and be concerned about their child’s well-being and game habits. Also, the boy in the image displays that he is excited and anxious while playing this particular game. The image demonstrates logos or reason from the statistics part of this image with stated facts from CNBC of the most popular games played in

With the three forms of rhetoric -- ethos, pathos, and logos -- being modes of persuasion used to convince audiences, advertisers like MTV appeal to their audiences in this way. MTV is able to draw people’s attention to see what some people don’t realize is white privilege. The commercial includes a “geek-squad” which is a team of polished, nicely dressed white men and women chosen to assist citizens. The team members dress professionally in business attire, while other citizens wear casual, everyday outfits. With the squad team’s polished looks and proper gestures, their appearances shape the company, creating a quality first impression for the audience. Advertisers utilize ethos by focusing on the image of the company, making it seem as presentable

Have you ever wondered how advertisers come up with trailers or commercials? Or if there is a formula or specific ingredients for which advertisers make their advertisements? I am here to tell you that there is a formula and there are key ingredients to make an effective trailer or commercial. In the world of commerce professional advertisers use rhetorical devices as their ingredients to cook the best trailer that will attract customers to buy many things. The most common forms of rhetorical devices are pathos, ethos, and logos, these devices make a statement more persuasive but what separates a good advertiser from a great one is the way that they use these devices. Advertisers are experts in using these devices in combination; and the only way to know how to combine them is by studying your audience. Video game advertisers have specific ways to persuade their audience to buy a game. Today I will be studying this pattern in a video game trailer of “The Last of us” by Hydrawlik. I will analyze the combination of rhetorical devices that are used in the trailer and evaluate their effectiveness. This video game trailer uses these rhetorical devices effectively to attract the audience’s attention in order to lure customers to buy the product. Rhetorical devices are used for specific reasons for example Pathos is used to incite emotional responses, logos to prove that the game has exactly what the audience wants, ethos to develop a sense of credibility in the advertiser

Furthermore, the author dwells into mediated popular culture which pertains specifically to movies, TV, songs, and advertisements along with the way they communicate

Through visual anthropology, images, ads, and cartoons are constantly changing individual’s views and the world in which they live in. Images are not merely pictures to state the obvious, they are pictures that have a deeper meaning. Whether the meaning is shown or not shown, they convey representation of something more meaningful in the end. Stuart Hall

Video games are progressively becoming a crucial medium today, despite the light connotation of its initial categorization. Today they are a business that produces billions of dollars and employs engineers and artists alike in an art form connecting interactive games, to virtual societies where millions of people dwell. However, like all human products, our same emotion, flaws and injustice show in the games, with the impression of hatred, racism and stereotypes that are our everyday background. What are the creators of these video games real intentions in the desire they produce in the human?

Multimodal text plays a huge role in the entertainment industry, but how they promote and influence audiences to buy their products depends highly on how they present their advertisement. In the famous Old Spice commercial many rhetorical appeals are used, and although this advertisement little to realistically describes the product they are advertising, It's clever and subtle use of all three appeals, pathos, logos, and ethos, persuaded many people to switch to Old Spice and at the same time helped Old Spice reach its target audience, which is men.

In Robert Scholes essay, “On Reading a Video Text” Scholes asserts that modern visual media or “video texts” provide a powerful vehicle for “cultural literacy.” By making use of “visual fascination” in mass media and in particular, commercials, these “video texts” use this part to bring viewers out of boredom and pique their interest. Following this, “narrativity” comes into play not only giving viewers the story but providing them with the ignition for their on context using their own cultural knowledge and experience on the commercial. The final step in the process is the ideological confirmation that is “cultural reinforcement,” the securing of one’s place in a body or group. With “video texts” more widely seen than traditional forms of

The videogame industry is one of the fastest growing industries in the entertainment business world. There are literally millions of players out there who are always seeking to buy the best titles that may appeal to them, but how does a company convinces the players that their title is what they are looking for?. Such is the case of one of 2016’s most recent titles: “Tom Clancy’s the Division” a third person shooter, open world, and RPG (role playing game) who has managed to achieve a lot of attention by portraying a world that has been devastated by a deadly disease and you are the only hope to save what remains. Subsequently, this advertisement is excellent when it comes to move your emotions as well as interest by letting you know that this game has some of the most addictive aspects that videogames have to offer.

As today’s world increasingly turns towards new types of media to create and circulate meaning, the role of rhetoric is no longer confined to its textual or oral basis. Visual rhetoric expands beyond initial impression and contains deeper implications of existing power hierarchies, ideological messages, and cultural significance. As a result, theorists such as Irit Rogoff, Sue Hum, and Janice Radway aim to reevaluate the role of visuals in rhetoric. Irit Rogoff examines this shift in his work, “Studying Visual Culture.” Rogoff argues imagery is rhetorical because, “Images convey information, afford pleasure or displeasure, influence style, determine consumption, and mediate power relations” (15). Considering images elicit these responses by those who view them, it is assumed that culture shapes and is shaped by vision.

Today’s quick-moving world of technology has media texts such as advertisements to make sure that people understand with just a glance. Having adverts on magazines, social media and billboards allow them to use tools such as semiology, genre and narrative because it makes their messages clear instantly. These signs allow us to carry meaning through advertisements, connotations and the signification process. These tools let brands, mainly celebrities, and the option to produce and create a myth of the product such as “Be daring. Be an inspiration” to sell it to the world. We are in a time where advertisers use ‘simplicity’ in their adverts; there are no more paragraphs. It is mainly down to the person and the few words shown in that advert.

We can learn a lot from watching television. A viewer can distinguish differences between what societies believes as appealing or desirable versus what is off-putting or unwanted. The power of television exposes us to values and concepts, realistic or unrealistic, which shape how we see and react to ideas. An example of television shaping our beliefs can found when watching videos such as the United States Marine Corps recruiting commercials. Using a semiotic analysis of a 2001 USMC recruiting commercial entitled “The Climb,” a viewer can analyze the given signs and symbols throughout the video that make being part of the USMC not only something to be desired, but a characteristic value to be honored as well.

In the modern world, violence is an everyday occurrence, and the video game Grand Theft Auto not only promotes violence and aggression, but it also normalizes it, creating a negative impact on society. Video games have gained a lot of popularity as of late, nearly every person has some sort of gaming device, whether that is a console, handheld device, or even just a smartphone. Consequently, the act of playing video games regularly has become accepted as ordinary in today’s culture. It seems strange to think that a video game could have any effect on society, whether it be positive or negative. However, through the presentation of offensive language, aggressive behavior, and gun violence, the video game Grand Theft Auto will undoubtedly assist you in comprehending the negative characteristics that a video game has the potential to possess.

The theory of semiotics, as proposed by Roland Barthes, has been used to analyze advertisements and the effectiveness of advertisements on viewers. In the articles that I researched that used semiotics to analyze particular advertisements, I found four common and related themes. First, the articles mentioned that the viewer determines the meaning of the advertisement or the viewer interprets the advertisement. Second, this meaning that the viewer assigns to the advertisement is largely determined by context, both social and cultural. Third, advertisers use culture and predominant cultural beliefs in their advertisements in efforts to reach their audience more effectively. Finally, these advertisements actually end up supporting the