Semiological Analysis of a DKNY Image Advertisement - Essay Example

Semiological analysis of a DKNY image advertisement (Name) (Institution) (Module) (Course) (Instructor’s Name) (Date of submission Introduction Vision and the ability to analyse and interpret images is one of the most complex aspects of man that make him different from animals. There are two major methodologies to interpret an image namely, discourse and semiology. Semiology takes a structuralist approach while discourse analysis has no definite approach only that it ignores structuralism. As such, semiology is defined as the study of signs whereby a sign represents something else other than itself. In essence, “a semiological analysis entails the deployment of a highly refined set of concepts which produce detailed accounts claiming to describe the exact ways in which the meanings of an image are produced through image…. where the sign is the basic unit of language ” (Griffin p. 72). This paper therefore adopts a semiological approach in analysing a DKNY image advertisement to show that some advertisements do not just seek appeal but also contain hidden meaning that is not discernible to the uninterested observer. Discussion An image’s most obvious element in the mise-en-scene. According to Mirzoeff (2002) mise-en- scene is the environment or design of the image. This DKNY image advert predominantly features one youthful woman who appears to be a model in the way she poses for the photo, some apples and several phrases. The model appears to be chewing on an apple which she is holding close to her mouth with her right hand which is also partly nibbled and is also feeling her lower lip with the index finger of the hand holding the apple. The image is not full length but only displays the woman’s bust. There seems to be a garden in the background shown by blurred images of green and maroonish colour. Again, her hair indicates that there is bright source of light behind her from the left hand side as her hair is shinier on that side The main subject in the image which is the woman who brings out a youthful element of allure and charm, which serves the product being advertised well. Although her dressing is not clearly visible, she is dressed in an open top garment with black straps that exposes her shoulders and collar bones well. On top of that, she is wearing another black garment that she has allowed to fall back on his back. Her hair is free and a few strands of hair have fallen across her face from her left hand side. This mode of dressing and hairdo expresses freedom and relaxation. The model seems to be doing her thing not distracted or concerned about the issues and problems of normal life, but the intrusion of the camera probably. On the other hand, it may appear that she is staring at what one of the apples reflects, New York City. Furthermore, freedom and liberation are expressed well through the sharply focused quality of the photography, and the image’s colour theme of gentle light green, pale browns and black. This colour combination brings a utopian and dreamy effect on the audience to go along with the woman’s starry gaze. At the forefront of the image are apples arranged atop a piece of what seems to be a paper tray on top of others. One of the apples is divided horizontally by a curved line. The top part of the apple is metallic while the lower side is green. Unlike the other apples, this particular one reflects what seems to New York City with the Chrysler Building dominating the reflection. The reflection is clear on the upper metallic part while the reflection on the lower part of the apple is dull and unclear because of the green colour. On the upper part of the reflection of New York City is also an oval image which appears to be a company logo as it has some writings on it which are not readable. The brand’s name, DKNY, is inclusive of New York abbreviated by the last two letters. This image gives recognition to that and pays tribute to the brand’s home city by a depiction of the image on one of the apples. The image also does not just depict a city that one can assume to be New York just because it’s the home city of the brand; the image captures one of the landmark buildings in the city where keen observers can tell it is the Chrysler building. The image bears the words “BE DELICIOUS” across the image in light green colour, capitalized and bold in front of the woman and above the apples. Just below these two words is the phrase “the fragrance for women” which is written in a relatively small font and in white. On the lower part of the image imposed on the apples is the corporate brand name “DKNY” written in bold white and below it the full name “DONNA KARAN NEW YORK” also written in white but with a smaller font such that the length of the abbreviation of the same length with the full name. On the left side of the image are tiny words in white running from top downwards but are too tiny to be read. The image being an advert bears no physical image of the product being advertised but only its name. The image and the collection of the different signs represent the signified feeling of the product which is tedious to put down in words and less effective. The image aims at making the audience identify with the ‘feel’ of the image rather than the product itself. However, the only way to ‘feel’ this is through the DKNY perfumes. The image seems to have been taken outside where there are plants at the background. Plants and the green apples placed at the front and the one the model is eating represent freshness. Additionally, the apples are clean and shiny with water droplets. Another thing that the apples represent is health. One can question why the model was not holding onto a sausage of burger and the answer would be that the model is aware of the health risks posed by such foods. The phrase ‘be delicious’ and its light green colour matches with that of the apples makes the all important connection between the brand and the apples. This implies that the apples and the fragrance which the image advertises are similar in freshness, quality and acceptance by the modern city woman. The woman in the picture holds the power. This is because her appearance in the image as compared to the other objects is the most conspicuous (Mirznoeff, 2002). She is active in that she is the one holding one apple and seemingly chewing on it as opposed to the other apples that are just placed there. Again her gaze is very engaging in that she is looking directly into the audience of the image. This serious gaze commands attention from the audience rather than beg for it. The image contains a number of signs as it is able to communicate. Griffin defines signs as items/things (words, objects or acts) that have no intrinsic meaning unless meaning is invested in them. The image has several signs namely; the model, the apples, the reflection of New York City, the phrases ‘be delicious,’ ‘the fragrance for a woman’ and ‘DKNY.’ All these signs have different meaning and contribute towards completing the image and creating meaning. It is the relationship between these signs that the semiological methodology seeks to interpret and create meaning. Basically, it studies the relationship between signified and signifier. A signifier is the form which the sign takes while the signified is what the signifier represents. The developer of semiology, Saussure’s categorised signs into three groups namely; iconic, indexical and symbolic. These signs are differentiated by the way in which the relation between the signifier and the signified are understood. Griffin (2005) says “in iconic signs, the signifier represents the signified by apparently having a likeness to it. This type of sign is very important in visual images, especially photographic ones” (p 73). An ‘iconic sign’ is a sign representing or perceived to resemble the signified (Chandler 2009). The DKNY image therefore is an image of a model and not a fragrance. Given that the model in the picture possesses the power of the image, it is proper to claim that she is the icon. During (1999) warns that in analysing iconic signs, it often difficult for analysers to identify them either as signified or signifiers especially when they dominate an image. The other category is the indexical signs. An indexical sign is a sign that is not arbitrary but has an inherent relationship with the signified (Chandler 2009). This relationship however is not universal as it is determined by culture and circumstance of the audience. In this case, the apples are the indexical sign that represent healthy living and also a notion of nature. However, it is important to note in some communities, the same might be interpreted differently. For instance, in an agricultural based community where apples are grown in abundance, the same might be interpreted as meaning a local product. Symbolic signs on the other hand are signs that do not resemble the signified but a conventionalised relation with the signified (Chandler 2009). For instance, the apples with water droplets on them represent freshness. The reflection of New York can also be said to represent modernity and good life. The entire semiological approach is highly dependent on the differentiation of signifier and the signified. In this particular image, one of the signifiers is the apples while the freshness and quality of the apples is the signified. The woman on the other hand represents freedom and liberation. She appears bold by the way she gives a straightforward serious look. The reflection of New York City on one of the apples represents New York City more so as part of the name of the product and nothing more. The apples on the other hand represent freshness and quality. Denotation and connotation are other styles. Denotation is the use of a sign for its literal meaning while connotation is the use of a sign for second level meaning that a given group of people identifies it with. In the image, the bold woman denotates boldness of the fragrance and the freedom it gives to the wearer. New York City is a representation of modernity and the good life that demands a bold woman to have a fresh natural fragrance. The reflection of New York on one of the apples represents the perception of modernity by the wearer of the brand in this case the woman. By eating the apple- using the fragrance- one reflects modernity which is connotated by a big city like New York. The image has an ideology of beauty in whole whereby ideology is a representation of many assumptions such as beauty which cannot be proved but supposed to be the rational truth (Griffin 2005). The woman in the image an ideology of is beauty according to western standards. This is shown by high cheekbones and visible collar bone and her petite figure. Unfortunately, this might not be accounted for as beauty in some communities such as Africa hence the image fails in delivery (Clare, 1998). However, the inclusion of apples and New York City present a world view. This is because NYC is a world icon of development, modernization and globalization given that it hosts the UN headquarters and other agencies with global membership. The apples also contribute to these as they are universal fruits. Healthy living and has been given a lot of value in the image. This is indicated by the inclusion of apples and in fact the woman eating one. Fruits are considered a very important component of healthy living. This is heightened more by the saying ‘an apple a day keeps the doctor away.” Furthermore, the petite figure of the woman brings out issues of watching weight. Conclusion All in all, the image contains diverse meanings in an attempt to lure women to buy and use DKNY products on the promise of experiencing what the main sign in the image, the woman, is going through. The inclusion of the image of New York City is not common sense knowledge to some people. Therefore the representation of modernity and sophistication by a big city is lost. Nevertheless, the advertiser targets the knowledgeable that are keen enough make the connection between the signifiers in the image and the signified. References Chandler, D. (2009). Semiotics for beginners. http://www.aber.ac.uk/media/Documents/S4B/sem02.html Clare, A. (1998). A Semiotic Analysis of Magazine Ads for Men's Fragrances. Accessed online from, http://www.aber.ac.uk/media/Students/awc9401.html During, S. (1999). The cultural studies reader. 2nd ed. London: Routledge Griffib, G. (2005). Research methods for English studies. Edinburgh: Edinburgh University Press Mirzoeff, N. (2002). The visual culture reader. 2nd ed. London: Routledge Read More