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Deciphering Communication With Advertising Images - Essay Example

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This essay "Deciphering Communication With Advertising Images" discusses the association with advertising images as one of the ways in which imagery both stops analysis to create an immediate reaction but can lead to other insights and analysis…
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Deciphering Communication With Advertising Images
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Download file to see previous pages The depiction of images in society becomes one that differs specifically based on the content and context as well as the association one makes with a piece of imagery. The association with advertising images is one of the ways in which imagery both stops analysis to create an immediate reaction but can lead to other insights and analysis.
The concept of using images for advertisements is specific in creating judgments, responses and reactions to a given object or business. This refers to structuralist semiotics, which is based on a process that creates a specific interpretation or immediate reaction, mostly which appears natural but implies something which is a part of the mass media. The main concept is to take the basic images and to look at the context of the message. This goes from the addresser to the addressee through a code, such as an image, which then creates an immediate judgment or response (Chandler, 2). When looking at advertisements, it can be seen that there are specific reactions and judgments which immediately appear. For instance, when looking at the Carlsberg Bear images, there is a direct association with the smile on ‘Zoey” as she takes a sip of the beer. The other image is one that depicts confusion from “Mia” as she holds a beer bottle (see Appendix A). These both have the same models, images and layout; however, the difference in facial expression changes the way in which one associates with the image. The immediate response is emotional and which decides whether the images are “like us” in depicting the beer. The judgment is to decide how the emotions associate with the beer as well as how an individual can make their own associations with the drink.
The advertising imagery is based on creating a desire for the individual to have been. The judgments which are immediately made through the message is based on those who don’t belong to a given group to still be “like us” when drinking the beer.   ...Download file to see next pages Read More
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