Semiotic Analysis for an Ad for a Male Fragrance Dune Pour Homme - Case Study Example

Semiotic Analysis for an Ad for a Male Fragrance Surname, Name Professor Course Institution Date Introduction Semiology is a discipline that studies signs and the different meanings they pass, when considered from different perspectives (Hackler, 2003, p.9). These signs can be described as symbolic, simultaneously iconic or indexical. They are symbolic when no relationship can be identified between the sign and the meaning being conveyed; written words may be symbolic. When the intended message is clearly represented, like in the case where a relevant picture is used, the sign is said to be iconic. Indexical signs are those that convey meaning because they relate to the intended meaning (Kaufmann, 2006, p.3). Heavy clouds, which signify a heavy storm, are indexical. Saussure and Saunders, the pioneers of semiotic analysis, categorize signs into the signifier and the signified. The signifier, in this case, is the physical image that people see while the signified is the mental connotation that developed one comes into visual contact with the signifier (Berger, 2010, p. 63). The image of a rose flower is an example of the signified; when people look at a rose, the idea of love sets into their mind. This is the signifier; the rose does not resemble love, but because some societies have used it over the years to show love, one gets the thought of love when a rose is in sight. This essay aims at undertaking a semiotic analysis of an advertisement for a male fragrance. It will start by focusing on semiotic elements before concentrating on a deep and critical analysis of the chosen advertisement. Features of the Advert This advert is strongly dependent on the photographic nature of the imagery it has used. It is an advert for a male fragrance, “Dune Pour Homme.” The most dominant feature of the ad is an image of a strong young male model. He seems to be in early twenties, most probably between the age of 23 an 26. The man is in bright clothes, which rhyme with the color skim of the whole ad. He is portrayed as a strong man with a unique personality. He is kneeling on sand dune features of the ad are; an iconic representation of the fragrance. The image is taken in a desert; there is nothing else behind the man, except the sky. Another feature of the ad is an iconic representation of the fragrance. Beneath it are some words, “Essence of Freedom.” The environment seems a bit windy though with a touch of calmness. There are some airborne sand particles behind the man. The ad has not employed the use of many words and other additional features. It has only used these strong features, which are expected to speak a lot about it. Message behind the Ad The image subject of the young male model shows the element youthful glamor associated with the fragrance. This serves both the fragrance and the text, “Essence of Freedom.” The main message conveyed here is that people who use the fragrance “Dune” usually develop some element of youthfulness and freedom. They are free people who do not suffer from stress and life for them is a walk over. The element of freedom has been conveyed by the image of the lone man, kneeling on sand. This is the most pronounce semiotic signified element of the ad. The man portrayed in the ad is at ease. He seems relaxed in his loose eccentric clothing, which also bring out another signified idea of liberation. The environment presented, a sandy arena with sand dunes, creates a luxurious mood. There are some airborne sand particles behind him, but he is not disturbed by the wind that is blowing some sand. Freedom, here, is the main idea that is signified. The man is also a western cultured man, in modern, luxurious clothes. This shows that Dune is a luxurious product. It is for people who want to relax and just enjoy their lives to the fullest. It guarantees a sense of freedom. An alternative message may be a concept of complexity and rareness of the product. Dunes are a common feature in deserts and shorelines. They are usually complex in their appearance and form habitats for extremely rare and unusual plants and animals. The iconic image of the product is placed in front of these dunes. This conveys the image of the complexity and rareness of the product. The fragrance is a complex product that has been carefully designed to make it rare among many other fragrances. However, a critic may have opposed views on the message of this ad. The fact that it only covers issues of luxury may mean that the product is not fit for the middle and low class. This is because luxury is associated with richness (Shapiro, 2009, p. 201). The effect of this meaning is that, middle and low class people may not buy it, since it does not identify with them. People usually buy products that match their identity. An ad that tends to focus more on the rich than other lower classes will most probably attract the attention of the wealthy in society. This ad, as a result, has singularly few chances of attracting other people, apart from the wealthy class. This may make it lose many of its potential customers, considering the fact that people who buy classy products are not always from the wealthy class. However, from a critical point of view, advertising is all about strong imagery and perceptions, which automatically elicit a lot of heated debates (Danesi & Sabeok, 2010, p 111). This means that there will always be negative and positive opinions about ad, whereas giving positive opinions is encouraging, negative opinions cannot also be restricted: this is part and parcel of the human nature. Visual recognition is usually a function of the perception of viewers, as well as the personal frames and cultures. This means that advertiser should exercise keen attention while deciding on the images and features to use in their ads (Chadler, 2007, p.126). Critical Analysis of Semiotic Features and their Significance This ad has employed the use of all signs; symbols, icons and indexes. The symbolic sign is the use of the words, “Essence of Freedom.” This word has no direct relationship with the product, but because of the environment created, it helps to put emphasis on the ideology of freedom. The picture of the real product is iconic. The most dominant sign in the ad, however, is the use of indexical signs. The ad has employed the use of sand dunes to show the rareness and complexity of the product. The male model is also indexical. He portrays the ideology of freedom by assuming a relaxed posture and dressing in loose clothes to convey the idea of freedom. All the imagery features in this ad are signifiers. Signifiers have not only been used to create emphasis, but also to create the correct environment that would bring out the intended signified meaning of the ad. The relationship between the male model, the iconic image of the product and the contextual setting of the ad creates an environment that conveys to the viewer the signified idea of freedom and class. All these semiotic features are necessary for the uniformity and plausibility of the ad (Lytra, 2010, p.42). They are also necessary to create a contextual setting that will allow viewers to get a signified meaning from the image of the male model who appears to kneel on sand dunes (Woller, 2001, p. 79). All the aforementioned discussions depict the significance of the semiotic representation of human subjects. This is usually the case with all ads. The iconic idea is usually the real imagery representation of the product, so that they can only fulfill illustrative functions. However, the indexical and symbolic signs of an ad are usually essential in conveying the signified meaning of that the advertiser intends to portray. The iconic picture of the fragrance has been placed in front of sand dunes. They have been used to bring out the subject of complexity and rareness of the project. Enforcing this subject, together with the idea of freedom, creates signifiers which make the viewers see the uniqueness and the refreshing nature of the product. As seen, semiotics isolates signs for the purpose of social analysis and interpretation. Therefore, semiotics are significant because they allow the human person to think beyond what they see. They make the viewers try and seek the hidden meaning of the ad. This is where semiotic symbols involve language, culture, and personal personalities (Berger, 2010, p. 133). The meaning that the viewers get will depend especially on their culture and personality. Advertisers should hence consider using images, language and semiotic features that do not contradict with the society of their target groups. The features on this ad, for example, have employed the western culture by showing their way of relaxing, and what freedom means for them. Therefore, it will be easy for their target group to interpret the message and get the intended signified, which is the ultimate goal of ads. Picture of the Covered Ad References Berger, A. (2011). Media Analysis Techniques. London: Sage Publishers. Chadler, D. (2007). Semiotics: The Basics. New York: Routledge Publishers. Danesi, M., & Sabeok, A. (2010). The Forms of Meaning: Modelling Systems Theory and Semiotic Analysis. Berlin: Walter de Gruyter Press. Hackley, C. (2003). Doing Research in Marketing, Management and Consumer Research. Sydney: Grin publishing Press. Kaufmann, M. (2006). Semiotic Analysis of Fashion Advertisement. Sydney: Grin Publishers. Lytra, A., et. al. (2010). Organizational Business and Technological Aspect of the Knowledge Society. New York: Springer Publishers. Shapiro, M. (2009). Semiotic Analysis. Amsterdam: Lang Publishers. Woller, C. (2001). Intertextuality and Prestige Advertising: A Discursive-semiotic Analysis of Australian TV and Advertisements. Sydney: Grin Publishing Press. Read More