“Young Love” vs. “Chanel No.5” a Comparison Between Two Perfume Commercials with Regard to Semiotics, Language and Representation

3504 WordsJul 13, 201215 Pages
“Young Love” vs. “Chanel No.5” A comparison between two perfume commercials with regard to semiotics, language and representation Written by Julia Lammer Table of Content 1 Introduction 3 2 The use of semiotics in commercials 3 3 Representation 5 3.1 How music is used to influence the addressee 5 3.2 The role of representation 6 4 The power of language in commercials 6 5 The differences between Young Love and Chanel. No 5 7 6 Conclusion 8 7 Bibliography 10 8 Webliography 10 9 Filmiography 10 10 Appendix 11 Introduction No matter if we are walking along the streets, driving in a bus or just…show more content…
After the analysis of the signs within the commercials it should be mentioned that also the advertisement itself has a signifying function as it is regarded as the index that points toward a product. This shows that signs in language do have a certain function, when it comes to the presentation of language and without them a commercial would probably be unsuccessful. Representation Not only signs do play an important role when it comes to advertising but also the way of representation including all the surroundings are essential to produce an advertisement that attracts the addressee. These surroundings usually involve the so called modes of communication which can be divided according to TV commercials into pictures, language and music. These modes are used to create the meaning of communication and their interplay is necessary to influence the outcome of the advertisement. (cf. Cook 2001:42) 1 How music is used to influence the addressee Especially music seems to be an essential attribute of TV commercials as it is used to involve the addressee into the situation and also emphasizes the most significant parts of an advertisement. It allows the watcher to develop the mood that is essential in order to be influenced by it. “Like language, music has discrete units (notes) which can be combined in different ways along a time-line (melody).”(Cook. The

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