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Semiotics and Advertising

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Semiotics

Ferdinand de Saussure (1857-1913)Production of meaning depends on 'system of signs‘Theoretical tool –’how we encode and decode meaning from the many representations we make’

R. Barthes –Mythologies (1957)Stuart Hall –Encoding/Decoding

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Sign: Signifier and SignifiedSignifier

form, image, actual word, photo

Signified concept, idea linked to form

Red Traffic Light =SignifierConcept “Stop” =SignifiedTogether form Sign

Signification

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Signs...

1. Arbitrary Relationship btwn Signifier/Signified

2. Meanings Vary in Time/ Place

1. Culturally Conditioned

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Conventional Signs

1. Concrete Sign2. Conventional

Sign

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Signs

1. Iconic1. cat silhouette

2. SymbolicApple Computer• Iconic /Symbolic

Sign

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Denotation/Connotation

Denotationfirst level meaning, descriptiveconsensus on recognition of something“Blue Jeans”

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Connotation

Beyond obvious interpretation Higher level conceptual, meaningsConnotative meanings for jeans:

casualnessIndividualismsocial protest, etc….

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Blue Jeans as Signs

Signifier (thing)Denotative

1. Denim Material2. Blue Jeans ------

Signified (Concept)

Connotativeindividualismsexualitycasualness

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Connotative Chains of MeaningPlayboy Bunny

Rabbitfemalefertilitysexually activepromiscuity

Bow Tieelegancenight club scenerespectable

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Connotative Chain (two levels)

Bitten AppleBiblical-GenesisForbidden FruitForbidden KnowledgeOppositional

Rainbow-Flag Coloursdiversity, cosmopolitandifferenceindividuality

Semiotic/Connotative Chains of Meaning

WrigleyIconic Sign

Semiotic Linkage: spearmint leaf; package; gum stick; mascot

Symbolic SignMother Goosenostalgia timelessness

• Two plains of Meaning

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Referent Systems/Cultural Context

Literary/Nursery RhymesNatureSexualityCelebrity/HollywoodMythologyBiblical/Religious

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Referent Systems?

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Questions: Signification1. Who/what created

sign?2. How deliver

meaning?3. For whom intended? 4. What context occur?5. Referent system(s)?6. Multiple

interpretations?

Advertising

Signification/skilful representationCulturally relevant

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Ralph Lauren Woman-As-Collie Ad

DenotationConnotationClass/Nature/Ideology

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Reading?

Hegemony & Advertising

Invisible systems of belief“Natural,” commonsensical understandingAntonio Gramsci

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Hegemony/Ideology.. “He’s a She” Ad

Woman as Sex Object?Subjectivity Denied“Life’s harsh” –heterosexismAd’s meaning: conservatism, restrictive morality re: gender identity‘ideological work’ enables this

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Goldman: Commodity Feminism

Commercial marriage of Feminism/femininityFeminism as “Style”; Sign ValueEmancipation, Will Power, Autonomy, Independence“Liberated Sexual Objects”

Ad: She’s Very Charlie

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Colonialism

Commodity RacismRacialized ads19th century –consumer goods linked to EmpireHome/goods/imperial power/race

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Colonialism

Racialized Discourse/Binary OppositesCivilization-white/ savagery –black

CultureIntellect, knowledge, reason, law, emotional restraint

NatureInstinctual, indulgent, carnal, primitive, ritualistic

Culture/Civilization to tame nature

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Race & Advertising

Naturalizing Difference If cultural, open to change If natural, permanent/fixedBiology/nature as destiny

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Jim Crow-Era Southern U.S.

Negative racial stereotypes of African Americans

Subordinate, lazy, fidelity, childishness, primitiveReductionistSambo, porters, MammyDifferences portrayed ideologically as “natural”

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Post-1960s Race/Advertising

“Let’s Assume I’m an Island” adSexually available woman of colourColonialist legacyRape/sexual exploitation

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Post-1960s Race/Advertising

Inferential RacismNot overt, inferred

Visa/Hockey Stick AdHockey stick as sign

Connotative: knowledge/imperial powerControl, Mastering ChanceLegacy of western colonialism