This essay will pose as a semiotic analysis of a famous quote from Shakespeare’s Romeo and Juliet. Semiotics are commonly used in daily life, but often go unnoticed. Many quotes that are used by business professionals are quotes from famous writers such as Shakespeare. In Shakespeare’s’ Romeo and Juliet, the phrase “Go wisely and slowly · This semiotic analysis discusses the advertising of the women's perfume, Pleasures. The essay will analyze the advertisements in terms of its status as signs, whose meanings not only give a favorable impression of the product, but also are compatible with, and complementary to the feminine context in which they are intended SEMIOTICS ANALYSIS ESSAY. Kelsey Scheffers. the South African context, and in this specific advertisement, BIC has reinforced an ideology regarding the manner woman should portray themselves. Using semiotics, I will be deconstructing the advertisement and will argue through drawing on Saussure and Pierce's concept of hegemony, that BIC created an advertisement that reinforces hegemonic
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Download PDF. Download Full PDF Package This paper. A short summary of this paper. READ PAPER. SEMIOTICS ANALYSIS ESSAY Advertisements are a smart tool and technique used to promote and sell various products. Using mass media, it aims to persuade potential consumers that there is a correlation between the brand and a lifestyle or identity, which is considered enviable. Being envied is a solitary form of reassurance.
It depends precisely upon not sharing your experience with those who envy you. Media images often emphasize hegemonic representations of gender, race and class in the South African context, and in this specific advertisement, BIC has reinforced an ideology regarding the semiotic analysis essay woman should portray themselves.
This is the most observable meaning of a sign which can be expressed by describing what is seen at first glance. Regarding racial classification, this woman is considered black. She is looking directly into the camera while smiling broadly. Her body is not facing semiotic analysis essay toward the semiotic analysis essay, but rather slightly slanted, drawing more attention to her face.
The background is also blurred, which emphasises and places direct attention to her face and body language. She also has long flowing hair which looks styled and neat. Her arms are folded just below her chest, revealing manicured nails which are red in colour.
To the left of the woman is a text which is large and thin, semiotic analysis essay, immediately grabbing the attention of the viewer. This places emphasis on the message of the advertisement. In addition to the denotative meaning of an advertisement, there is also a connotative element; some sort of hidden layer that the public consumer needs to decode.
The woman forms part of the central focus of this advertisement. She semiotic analysis essay direct eye semiotic analysis essay and the photo is taken at eyeshot. This suggests that she is challenging the viewer and creating a sense of intimidation. She is portraying power and great significance in the business sector, making the viewer enviable of her success.
The suit that is worn is representative of wealth, dominance and even class. The message that BIC is carrying is that if you use the BIC pen, you could look like this woman and even attain her success. However the text to the left of the woman clearly emphasizes that despite your physical appearance that should portray that of a woman, you should only LOOK that way, yet act differently, and, importantly, you should think like a man instead of the celebrated woman that you are.
After being publicly advertised, this advertisement received extensive criticism from its audience. Gender inequality remains a prominent issue in South African society and research has shown that in media, semiotic analysis essay, there is an intersection between gender and other social constructs such as race and class.
van der Westhuizen, According to Luytwhite men were portrayed as powerful; white women as sex objects, domesticated, and romantically successful; black men as aggressive; and black women as inconsequential. It is evident that there is a hierarchy regarding both race, gender and class. Semiotic analysis essay ideology regarding black women specifically is created, placing them beneath Caucasian men and women. It is also clear, as the text emphasises that women supposedly excel at looking well, while men excel at thinking well.
This is in complete contradiction to the celebration of women. Due to the westernised knowledge and the current society that we find ourselves in, it is an ideology that women are not to semiotic analysis essay seen in power or in a position of authority especially women of colour.
Thus, the public audience will aspire to be like her and in turn purchase the product. Her attire signifies that she semiotic analysis essay wealth, and power. Through social class, the media ensures cultural hegemony of the dominant capitalist class which maintains inequality and exploitation. Media, Although this advertisement is in celebration of women, it completely opposes its message. One can assume that this woman is middle, working class. This black woman is exuding a great sense of confidence and authority completely opposing the general idea that women should only play motherly roles.
Her body language suggests certain assertiveness. Her smile and overall attire create a sense of professionalism. This implies that the exterior should be appealing, but your gender also plays a significant role as you should rather act like a man, than the celebrated woman that you are.
There is a range of signs included in this advertisement. This includes the iconic sign of a cartoon holding an oversized BIC pen. An iconic sign means that the image shown, does in fact resemble the thing in reality, semiotic analysis essay. Hall, Indexical signs involve an existential link between the signifier and the referent: the sign relies on their joint presence at some point in time. Seiter, semiotic analysis essay, The BIC Logo, which is an example of an indexical sign as it is referring to something else, is situated in the far right bottom corner of the advertisement.
The gender, race and class of the woman reinforces hegemonic notions for black women in particular. The concept and reinforcement of these notions will be discussed. The concept of hegemony is normally understood as emphasizing consent in contrast to the reliance of the use of force, semiotic analysis essay. It describes the way in which dominant social groups achieve ruler ship or leadership on the basis of attaining social cohesion and consensus Joseph, The target market for this advertisement is clearly women who are aiming to be successful and powerful.
The advertiser attempts to capture the attention of the audience by signifying that with this product, you will be inclined to think smarter. This means that those who are high in power use their privilege to reinforce their own ideology, semiotic analysis essay. This attracts the public audience as they try to attain the same level semiotic analysis essay success as this woman in the image, semiotic analysis essay.
Using Semiotics, after I had analysed semiotic analysis essay advertisement, it is evident that various techniques were used to capture the attention of the audience such as the direct eye contact of the woman and the way the picture was taken a direct shot.
This media text challenges society and its ideologies of a woman and it is imperative for the public consumer to have the cultural knowledge that it is not just men who can partake in the business sector. Yet, women are as powerful and influential. Through the various codes and conventions in semiotics, we can easily and effectively catch the attention of the public consumer which is demonstrated on this BIC advertisement. Despite being a successful woman, semiotic analysis essay mentioned previously, BIC reinforces hegemonic representations of race, class and gender.
Identities at the intersection of race, gender, sexuality and class in a liberalising, democratising South Africa. Cape Town: University of Cape Town, p. Media, G. Representation social class. Hall, S. Ways of Seeing, Episode 4. TOTAL WORDS - Related Papers.
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Semiotic Analysis
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This essay on Semiotic Analysis was written and submitted by your fellow student. You are free to use it for research and reference purposes in order to write your · This semiotic analysis discusses the advertising of the women's perfume, Pleasures. The essay will analyze the advertisements in terms of its status as signs, whose meanings not only give a favorable impression of the product, but also are compatible with, and complementary to the feminine context in which they are intended This essay will pose as a semiotic analysis of a famous quote from Shakespeare’s Romeo and Juliet. Semiotics are commonly used in daily life, but often go unnoticed. Many quotes that are used by business professionals are quotes from famous writers such as Shakespeare. In Shakespeare’s’ Romeo and Juliet, the phrase “Go wisely and slowly
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