Advertising: Layout & Semiotics

Page Layout

Terminal Anchor

Fallow Point

Fallow Point

Primary Optical Area

We read from top to bottom, left to right.

The Power of Grammar: 101 “Mummy, the milk was spilt on the

table.” “Bombs were dropped on Bagdad.”The use of passive syntax in the intention

promoting verbs removes agency from a statement.

Grammar

The Power of Grammar: 102 – Weasel WordsAnother example of the power of verbal language

to influence meaning is the use of ‘weasel words’. These words act like a weasel, an animal which can suck the yolk out of an egg but leave the shell intact. These words ‘suck out’ the validity of any claim they precede, but sound like they’re affirming them:

“Helps fight the seven signs of aging”

The word ‘helps’ from this Olay skin cream slogan sounds good on its own, but really means that the product doesn’t have to ‘fight the seven signs of aging’ – it only has to help a bit!

Grammar

Semiotic Analysis Language uses signs that are made of random connections between

signifiers – sounds like “ ”and

signifieds – ideas in our head “ ”

treetree

Semiotics

It is the role of advertisers to create distinct signifieds for a product

This printed

advertisement juxtaposes (puts together) two key signifiers

1. French actress Catherine Deneuve (whose name appears in small type)

2. The plain image of a bottle

Semiotics

Signified = French chic, Signified = French chic, sophistication, elegance, beauty sophistication, elegance, beauty and glamourand glamour

SignifiedSignified = = Chanel

Chanel

No. 5No. 5 perfume perfume

Semiotics

This advertisement from a French magazine communicates a myth of authentic Italian-ness through the use of ‘signs’.

Semiotics

A sign = signifier + signified

Italy = colour (red, white, green) + national flag

Authentic lifestyle = market vegetables + healthy freshness

Bountiful nature = open string bag + cornucopia

Semiotics

The semiotics of layout The diagram on the right represents an analytical framework developed by Gunther Kress & Theo Van Leeuwen for analysing graphic layout, where positioning acts as a signifier that is given particular signified meanings by our culture’s left-to-right and top-to-bottom reading conventions. Additionally, the gaze of any human figures in an Additionally, the gaze of any human figures in an

image create lines of sight or image create lines of sight or ‘‘power linespower lines’’ that have that have particular effects on the reader of such images.particular effects on the reader of such images.

Semiotics

Reading above the horizontal, these chalk images of gold and platinum record awards carry the ‘signified’

of a motivational ‘ideal’

Reading from the bottom left, the garage musician carries the ‘signified’ of a realistic starting point or ‘given’

Positioned in the top right corner, the ad

caption “we see” carries the ‘signified’ of an idealised future

or ‘new ’ idea

Positioned in the bottom right corner, the Microsoft

logo and slogan carries the ‘signified’ of a ‘new ’

grounded reality

The musician’s gaze creates a ‘power line’ that draws our attention to the ad’s caption.

Positioning the laptop near the axis of the ad’s layout gives Microsoft a signified

of central importance

Semiotics

The model’s face is situated in the top right, signifying a new idealised woman.

Her direct gaze confronts the reader, Her direct gaze confronts the reader, affirming the captionaffirming the caption’’s self-confident s self-confident first person address and challenging first person address and challenging

women to emulate her.women to emulate her.

IDEAL

REAL

Ideal & Real

GIVEN NEW

Given & New

Online examples of semiotic analysis“Semiotic Analysis of Magazine Ads for Men's Fragrances”

by Alexander Clare http://www.aber.ac.uk/media/Students/awc9401.html“Semiotic Analysis of Teenage Magazine Front Covers” by

Siân Davies http://www.aber.ac.uk/media/Students/sid9901.html“A Semiotic Analysis of Four Designer Clothing

Advertisements” by Rebecca Stone http://www.aber.ac.uk/media/Students/rbs9701.html“Semiotic Analysis of Three Beer Advertisements” by

Michael Steven http://www.aber.ac.uk/media/Students/mvs9501.html