Semiotics Essay Example | Topics and Well Written Essays - 2000 words

semiology - Essay ExampleIt will lastly conclude on the ways in which the language of the publicizing serves to contend its product and whether or not this accomplishes its goal effectively. Key speech semiological analysis rhetoric of externalise semiotics in ad Semiological Analysis of an Advertisement The trope under semiological analysis is an advert by DKNY for a meat for women. This paper will analyse the way in which this advertisement uses symbols, visual cues and other coded language to sell its product effectively. The theoretical basis for the analysis will be drawn largely from Roland Barthess undertake Rhetoric of the Image, appearing in his 1977 book Image Music Text. Following a straightaway summary of the judgements from Barthess essay that are relevant to this paper, we will look closely at the advertisement itself for the different layers of meaning within it. The aim will be to try and identify elements and see whether they check to each other and ultim ately join to promote the product as saleable or not. in that location will also be an attempt to locate this advertisement within the larger context of high-fashion advertising and the imagery deployed therein. In his foundational essay, Rhetoric of the Image (1977) Barthes proposes that images have a language of their own that signify some(prenominal) layers of meaning to the viewer that may or may not be apparent right away. Barthes advances his idea of the three layers of meaning through which an advertising image, or any image, conveys its core. He calls the first layer of such(prenominal) meaning as the linguistic part of the message (p. 33). By this, Barthes refers to the actual text or words present in the advertisement. In his example of the Panzani ad, this would be the French writing at the bottom of the advertisement. The help and third messages contained in an image, according to Barthes, are the coded iconic message and a non-coded iconic message (p. 36). The qua lity between these two is hard to make and does not happen at first glance. Basically, the first coded message is the connoted message of the image while the non-coded message refers to the image as purely denotative. The first meaning of the image is derived from the way in which it is presented, its context, the specific audience it targets and so on while, the second kind of meaning derived from the image is only an act of identifying the object. Applying this style of analysis to the DKNY Advertisement, we find that this too yields itself to different layers of meaning. At the level of the linguistic message, the most prominent text in the ad says Be Delicious. These two words serve firstly, as an injunction, or almost as an order to be desirable that serves to subtly pressurize the audience into mental picture inadequate and whence desirous of buying the product that will make them attractive. They also promote a solution by saying essentially that this product is what one ne eds to be delicious. The text therefore creates the need to be desirable in the audience and simultaneously provides the way in which to fulfil this need. This brings in the ideology and implied narrative of this ad which will be discussed in our conclusion. But the word delicious itself also serves a two-fold purpose. On the one hand, it serves the purpose of