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Karl Marx has defined commodities as products that are independent in nature and have some form of value that humans need or enjoy (Economic Manuscripts, 1993). The ad that is chosen for this particular topic is that of Marlboro cigarettes which are quite known and popular in the world being one of the most bought of that particular commodity. Cigarettes are now sold worldwide and a large part of the global population smoke and the tobacco companies are trying harder now than ever to maintain the brand loyalties that they have earned over the years from their customers. Not only this, companies strive now at a greater pace to perhaps snag a few customers from other brands or to pull in those who have recently begun smoking. So one can say that Marlboro cigarettes are a lifestyle commodity and one of which the exchange value sign value has been overshadowed by its use value.
As in the marketing world exchange is a major component and for any exchange to take place there has to be knowledge in the minds of the consumers or buyers and sellers. This particular ad attempts to project to the general public that their particular need can be complimented by the use of this particular brand of cigarette. Thought a lot of advertisements may rely on the idea of abstraction to convey their message across to the public there is a certain risk that is to be ascertained when this route is taken. Not everyone may be on the same page as those who created the advertisement and the whole concept may not even be mean what the people behind the desk even wanted.
There is no real form of abstraction in this particular advertisement that has been published by Marlboro. The simple idea is to introduce the product and a male figure has been introduced with who the male population at large is sensed to be on the same level with. The typical western theme that has been employed by this particular company again is highlighted as a sense of manliness is trying to
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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.
35 ft 1/8 in) Philadelphia Museum of Art, Philadelphia Essay 2: Duchamp & Semiotics In Marcel Duchamp’s paintings The Bride Stripped Bare by Her Bachelors, Even [The Large Glass] (1915-23) and Nude Descending a Staircase, No. 2 (1912), the manner in which the artist creates meaning in the works through the combination of visual and conceptual aspects can be seen as an example of the importance of critical methodology in social semiotics.
Advertisements are designed keeping in mind the gender segmentation done while launching a product. Majority of the advertisement campaigns appeal to the gender differences which play an important role as to how these campaigns will react to either the masculinity or femininity.
The theoretical basis of this analysis is largely drawn from Roland Barthes’s essay ‘Rhetoric of the Image’. The paper will look at specific instances of the use of indexical, iconic and symbolic signs and the ways in which the photography, lighting, and other elements of the mise-en-scene affect the connotative meaning of the advertisement.
The essay begins with an overview of Semiotic analysis, explaining in context to text and images and in which form it was being used by UCB. The second section deals with the overview of the company, United Colours of Benetton and discussion on the relationship between branding and semiotic.
The main object of analysis is the image that is used in the advertisement which is discussed in detail. Thesis statement “Be Delicious” image connotes an ideology of modern femininity and sexual attraction. Outline of Essay/ method This paper focuses on the categorical case of the use of language, phrase, image, symbols and other elements that create the entire ambiance of the advertisement.
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 course, we cannot discuss the advert without first re-learning the logic behind it which is semiotics.
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
From this research, it is clear that the social media is gaining more prominence in business marketing and communication. Social media is a new idea whose time is here and cannot be ignored by any firm that wants to be successful in the long term. Social media is like the arrival of TV in the mid 20th century, which came to replace the print media.
12 Pages(3000 words)Essay
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