Semiotics - Essay Example

Comments (0) Cite this document
A Semiological Analysis Of an Advertisement by DKNY Fragrances [Name of Student] [Name of Institute] Abstract This paper will seek to analyse an advertisement by the popular brand Donna Karan New York (DKNY) featuring a perfume for women. It will look into the specific ways in which this ad uses textual, connoted and denoted messages to sell its product…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER95.1% of users find it useful
Read TextPreview

Extract of sample "Semiotics"

Download file to see previous pages It will lastly conclude on the ways in which the language of the advertisement serves to sell its product and whether or not this accomplishes its goal effectively. Keywords: semiological analysis; rhetoric of image; semiotics in advertising Semiological Analysis of an Advertisement The image under semiological analysis is an advertisement by DKNY for a perfume 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 Barthes’s essay ‘Rhetoric of the Image’, appearing in his 1977 book Image Music Text. Following a quick summary of the ideas from Barthes’s 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 correlate to each other and ultimately join to promote the product as saleable or not. There 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 many 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 message. He calls the first layer of such 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 second and third messages contained in an image, according to Barthes, are the ‘coded iconic message’ and a ‘non-coded iconic message’ (p. 36). The distinction 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 feeling inadequate and therefore desirous of buying the product that will make them attractive. They also promote a solution by saying essentially that this product is what one needs 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 ‘ ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Semiotics Essay Example | Topics and Well Written Essays - 2000 words”, n.d.)
Retrieved from
(Semiotics Essay Example | Topics and Well Written Essays - 2000 Words)
“Semiotics Essay Example | Topics and Well Written Essays - 2000 Words”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document


Media and Semiotics

...?Media and Semiotics – DNAge Advertisement The DNAge advertisement signifies how well the message is being transmitted to the intended audiences. Even though the advertisement does not say much in terms of the layout, the copy actually puts forward quite a few significant pointers. In semiotic terms, which essentially is gained through signs, symbols and signification, one can see that the advertisement actually talks directly to the people for whom it has been developed. The advertisement is targeting the women who believe that they have started to age and now is the time to turn back the clock in their own favor. The product ‘DNAge’ actually represents how easily the intended audience would connect with...
10 Pages(2500 words)Essay


... November Edmundo: Decoding the Metaphor System The system that reveals itself through Edmundo’s use of metaphors, is a patriarchal religious one. Disastrous love affair and embrace are terms that denote surrender. Serious, bearded revolutionaries brings up religious patriarchal imagery of Orthodox Jewish men or Amish men or Islamic fundamentalists. Adoration, the martyred Che in his martyred Christ posture, the smile of Fidel, David and Goliath are Catholic images. Adoration is often used to describe the wise men with baby Jesus, and the Christian’s love for Christ. The smile of Fidel is like the smile of Mother Mary and represents divine reassurance and approval. David stood up to the Philistine giant, Goliath, as Cuba stood... November...
3 Pages(750 words)Essay

Dental Hygienist: health Buddy of Children

3 Pages(750 words)Essay


...of the perfume, as the apples are known as symbol for finding the sexual partner. In totality this advertisement exploits all the necessary requirements to attract customers and to portray the product in the best way relating to the features of the product to the right target market of the working women in New York. References: (2008, September 2). Apples of Hesperides. Retrieved from: Atsma, A. J. (2011). Judgement of Paris. Retrieved from JudgementParis.html Barthes, R. (1977). Image Music Text. London: Harper Collins. Chandler, D. (2009). Signs. Semiotics for Beginners. Retrieved from media/Documents/S4B/sem02.html...
5 Pages(1250 words)Essay

Theories of visual culture and social semiotics

...?Theories of visual culture and social semiotics The theory of visual culture Introduction There has been a growing concern on the visual culture art education in young children. Several scholars have argued on the best projects and lesson plans to use so as to bring out a clear description of the art of visual culture especially in classroom environments. This ideological conflict causes severe problem in the lives of students in that the initial aims of visual culture and its significance lacks congruence (Duncum, 2003). When the educational boundaries are questioned and the local traditions are critically investigated, then education art becomes more relevant to the learners. Infusing the visual culture studies...
8 Pages(2000 words)Assignment

The concept of semiotics

...?Semiotics Table of Contents Introduction 3 Semiotics 4 Role of Semiotics in Branding 5 Semiotics Enhancing Brand Equity 7 Pierce and Saussure Model of Defining Semiotics and its Use in Marketing 8 Conclusion 11 12 References 13 Introduction The global market has become fiercely competitive over the years with the increased density in the number of players operating in the market. Companies in the contemporary business environment are radically concerned about their performance as there lays various factors that may dramatically influence their overall competitive position at the market place. While prudently addressing to these aspects would help them to...
11 Pages(2750 words)Essay

Advertising and Semiotics

...The criterion of true beauty is, that it increases on examination; of false, that it lessens. There is something, therefore, in true beauty that corresponds with the right reason and, it is not merely the creature of fancy.” Greville The first thing that catches your attention in the advert is how beautiful the model is. However, that’s just pictorial semiotics to you and me as it becomes the vehicle of signification compared to verbal language of just telling the reader to go out and buy a hair conditioner. It gets our exclusive attention through the picture, or more exactly, to the referent and its ideological implications in the real world. Even to the point of ignoring the objectivity of the picture’s entirety... . But of...
5 Pages(1250 words)Essay

Principles of Semiotics

...Semiotics interprets language that is expressed by us or others publicly. It is the study of signs according to Daniel Chandler. Signs generally refer to road signs, sign boards used in public places, zodiac or sun signs, sign language, etc. But, there is much more than these visual signs that are covered under the category of signs in semiotics. If semiotics is a study of visual signs, then it covers photography, paintings, art and architecture, sculpture, drawings and tattoos. However, semiotics is a systematic study of even the verbal and non-verbal language that includes words, gestures and sounds. As language with its signs and symbols is a sign, then to many it is...
6 Pages(1500 words)Essay

Advertising as social communication -- semiotics

...Advertising as social communication Advertising is a major part of how new ideas and commodities are now introduced to the world. Advertising is moreor less a means to bring attention to a particular good (Advertising as Communication, 1982). For a product or an idea to succeed in the global market today there certainly needs to be a strong campaign behind it and the first step towards that is to establish a workable and pushing advertisement. Very few companies manage to hit the mail spot on and at times this accomplishment comes through various experiments and hard work plus a lot of input from a few individuals. Karl Marx has defined commodities as products that are independent in nature and have some form of value that humans...
5 Pages(1250 words)Essay


...Semiotics Throughout the essay a variety of metaphors are implemented. These metaphors can be formed into a system that can subsequently be decoded. In this context of understanding the system mirrors life processes as embodied by the Cuban Revolution and historical circumstances thereafter. One considers that the disastrous love affair is akin to the life process of a relationship that has blossomed only later to be exposed for the dark realism of existence, just like the Cuban Revolution. The metaphorical images of Castro and Guevara represent a sort of father-like figure to the child of Cuba, just as a child experiences its parents upon developing into adolescence. Ultimately, it is now the child’s time to break free...
3 Pages(750 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Essay on topic Semiotics for FREE!

Contact Us