SEMIOTICS  JANET  

RODRIGUEZ  

PHOTOGRAPHY  OF  MY  TRAMPOLINE  

 Semiotics  can  be  applied  to  anything  that  can  be  seen  as  signifying  something.  For  

example,  to  everything  that  has  meaning  within  a  culture.  Even  within  the  context  of  the  mass  media,  you  can  apply  semiotic  analysis  to  any  media  texts  (including  television  and  radio  

programs,  films,  cartoons,  newspaper  and  magazine  articles,  posters  and  other  ads)  and  to  the  practices  involved  in  producing  and  interpreting  such  texts.  

 The  primary  goal  is  to  establish  the  underlying  convention,  identifying  significant  

differences  and  oppositions  in  an  attempt  to  model  the  system  of  categories,  relations,  connotations,  distinctions  and  rules  of  combination  employed.  For  instance,  what  differentiates  

a  polite  from  an  impolite  greeting,  a  fashionable  from  an  unfashionable  garment?  The  investigation  of  such  practices  involves  trying  to  make  explicit  what  is  usually  only  implicit.  

 I  have  always  tried  to  listen  to  my  thoughts  in  order  to  explain  to  people  that  my  life  is  

determined  by  strengths  and  that  I  like  to  avoid  negativity.  I  want  to  take  you  back  to  when  I  was  a  child  and  my  mother  signed  my  younger  brother  

and  I  up  for  a  cheerleading  and  football  summer  program.  There  were  different  expectations  from  the  both  of  us,  in  terms  of  being  the  best  in  our  specific  sport.  However,  my  mother  always  wanted  me  to  be  the  best  that  I  could  be,  being  a  female,  and  doing  the  things  that  she  was  

never  allowed  to  be  involved  in  throughout  her  childhood.    

Later  in  college,  I  took  a  digital  photography  class  that  challenged  me  to  create  an  emotion  through  a  picture  that  represented  how  I  viewed  myself.    For  this  assignment,  I  knew  I  wanted  to  write  about  the  picture  I  took  of  me  on  my  trampoline  because  there  is  a  deeper  

meaning  to  the  object  itself,  and  I  wanted  to  figure  out  what  personal  qualities  I  had  that  kept  me  going  even  after  failing.  

Throughout  the  process  of  creating  this  photographic  moment,  there  was  a  question  I  decided  to  ask  myself,  what  do  you  want  for  others  to  see  the  most  in  you?  I  asked  this  because  it  seems  like  the  majority  of  the  things  that  I  have  done  is  because  I  have  always  wanted  to  do  the  things  that  I  know  my  mom  would  have  like  to  have  done  when  she  was  a  young  adult.  

 The  signifier  in  this  photograph  is  the  trampoline.  It  cannot  be  identified  as  my  mother  

until  explained.  However,  she  metaphorically  represent  the  gravitational  pull  that  I  am  pressured  to  return  to  because  of  society.  But  apart  from  the  pull  that  brings  me  back  down  

from  my  high,  are  the  emotions  I  wanted  the  viewer  to  see  when  they  looked  at  my  photograph.  How  would  they  be  able  to  tell  a  story  from  the  picture  of  me  jumping  away  from  the  

trampoline?  Well  it  is  simple.  I  have  listed  personalized  strength  insights,  which  describes  what  makes  me  stand  out  from  all  others  who  are  not  standing  on  a  trampoline.  As  I  was  processing  what  I  wanted  to  do  for  this  piece  of  photography,  I  knew  that  I  

wanted  to  visually  tell  a  story  about  who  the  girl  in  the  picture  represented,  being  myself  of  course.  I  created  a  list  of  personal  traits  that  I  knew  would  stick  out  immediately  just  by  looking  

at  the  picture.    

The  first  personal  characteristic  I  came  up  with  was  that  I  am  a  Maximizer.  I  am  a  person  

who  is  focused  on  strengths  as  a  way  to  stimulate  personal  and  group  excellence.  I  seek  to  transform  something  strong  into  something  superb.  

 Staring  at  the  picture,  it  is  very  likely  that  you  recognize  her  ability  to  involve  different  

sorts  of  individuals  in  her  life.  For  example,  many  people  can  recall  that  she  was  the  first  person  to  welcome  them  with  open  arms,  an  open  heart,  or  an  open  mind.  Because  of  her  strengths,  she  forges  ahead  to  build  the  life  she  envisions.  She  also  reaches  her  goals  by  finding  as  many  

opportunities  as  possible  to  use  her  unique  abilities  and  natural  gifts.    

By  nature,  she  can  often  accommodate  the  unique  talents  of  people.  Characteristically  she  accepts  human  beings  just  as  they  are.  She  can  argue  that  people  who  have  ample  

opportunities  each  day  to  do  what  they  do  well  will  produce  excellent  outcomes.    

Armed  with  these  insights,  you  would  think  she  probably  inspires  many  individuals  to  move  into  action.  She  realizes  life  is  more  fulfilling  for  people  who  choose  tasks  and  are  given  assignments  that  closely  match  their  talents.  Often,  she  will  notice  the  different  moods,  need  for  information,  or  preferred  forms  of  recognition  for  the  people  in  her  life.  Chances  are  good  that  she  finds  that  life  is  quite  satisfying  when  you  concentrate  on  using  your  dominant  talents.    With  that,  she  is  likely  to  move  much  more  quickly  towards  her  goals  when  she  practices  doing  what  comes  

naturally.    

The  second  insight  is  that  I  am  an  Activator.  I  am  someone  that  can  make  things  happen  by  turning  thoughts  into  action.  It  is  very  likely  that  I  sometimes  make  choices  or  judgments  

when  no  one  else  seems  willing  to  do  so.    

Once  she  takes  charge,  she  may  be  eager  to  launch  initiatives,  present  proposals,  or  solve  problems.  Chances  are  good  that  she  occasionally  feels  a  surge  of  energy  when  she  starts  talking  with  newcomers.  With  this  example,  you  sometimes  generate  such  enthusiasm  that  they  

you  can  participate  in  activities,  join  teams,  register  for  classes,  or  interview  for  jobs.  Instinctively,  you  intentionally  show  your  approval  of  an  individual  by  referring  to  interesting  

points  the  person  made  during  a  conversation  or  presentation.    

By  nature,  she  can  be  described  as  a  “what  you  see  is  what  you  get”  person  just  by  looking  at  those  characteristics.  Perhaps  there  is  little  mystery  about  who  I  am?  Now  and  then,  I  do  make  a  point  of  talking  with  strangers.  I  sometimes  tell  them  about  myself  without  being  

asked.  Driven  by  your  talents,  you  periodically  determine  for  yourself  or  others  what  should  be  

done.  After  you  have  made  up  your  mind,  perhaps  you  waste  little  time  moving  forward  with  projects  or  assignments.  

 I  am  Positive.  I  am  someone  that  has  an  enthusiasm  that  is  contagious.  I  am  upbeat  and  

can  get  others  excited  about  what  they  are  going  to  do.  It’s  very  likely  that  she  senses  there  is  something  good  in  each  person  she  meets.    Her  open  approach  to  people  makes  her  a  very  likeable  individual.  Because  of  her  strengths,  her  enthusiastically  characteristics  welcome  

opportunities  to  converse  with  people.    

The  animated  give-­‐and-­‐take  of  dialogue  is  likely  to  help  you  appreciate  what  is  right  about  your  life  and  the  world  in  general.  Driven  by  her  talents,  she  often  declares,  “Life  is  good!”  

She  probably  says  this  when  she  knows  she  has  been  accepted  into  a  group  by  all  its  members.    

I  am  Adaptable.  I  prefer  to  “go  with  the  flow,”  and  I  tend  to  be  a  “now”  person  that  takes  things  as  they  come  and  discovers  the  future  one  day  at  a  time.  Because  of  my  strengths,  I  am  quite  comfortable  letting  the  day’s  events  and  people’s  demands  determine  what  really  

deserves  my  attention.    

It’s  very  likely  that  she  spontaneously  gravitates  to  roles  where  she  can  handle  tasks  or  deal  with  issues  the  moment  they  arise.  Life  is  wonderful  when  you  have  the  freedom  to  do  what  you  decide  is  necessary.  You  probably  are  grumpy  on  the  days  you  are  forced  to  follow  

rigid  schedules  or  procedures.  But  by  nature,  she  pictures  herself  handling  situations  and  issues  that  could  arise  in  the  coming  months,  years,  or  decades.  

 She  mentally  rehearses  what  she  plans  to  do  in  various  worst-­‐case  and  best-­‐case  

scenarios  because  of  her  attempt  to  jump  on  the  trampoline.  Her  forethought  prepares  her  to  deal  with  whatever  happens.  She  is  a  flexible  person.  She  is  not  easily  flustered  by  unexpected  events,  problems,  or  opportunities.  Chances  are  good  that  she  handles  whatever  tasks  come  her  way  in  the  course  of  the  day.  Mind-­‐numbing  routines,  processes,  paperwork,  or  production  lines  

eventually  bore  her.    

On  the  other  hand,  she  thrives  in  environments  where  she  must  deal  with  unexpected  requests,  like  jumping  high  on  the  trampoline,  and  unanticipated  problems,  or  changing  

priorities.  Being  flexible  by  nature,  she  enjoys  creating  solutions  as  needs  arise.  Actually,  she  thinks  better  and  accomplishes  more  when  her  ability  to  respond  to  situations  on  a  moment’s  

notice  is  acknowledged,  used,  and  appreciated.    

Again,  driven  by  her  talents,  she  traditionally  decides  all  is  well  in  her  life  when  she  allows  each  day  to  unfold  on  its  own  terms.  She  is  apt  to  feel  restricted  or  boxed  in  by  people  who  force  her  to  adhere  to  their  plans,  processes,  rules,  or  procedures.  She  often  argues  that  human  beings  must  be  flexible  as  they  plan  for  the  future.  Why?  Because  life  is  filled  with  

constant  surprises  and  changes.  She  is  determined  to  avoid  creating  undue  stress  for  herself  and  others  by  acknowledging  this  simple  fact.  

 I  am  also  Harmonious.  I  am  someone  that  looks  for  consensus.  I  do  not  enjoy  conflict,  

but  rather,  seek  areas  of  agreement.  It’s  very  likely  that  I  periodically  reject  impractical  rules,  processes,  schedules,  itineraries,  or  agendas.  

 To  some  degree,  when  you  look  at  the  picture,  you  see  her  as  a  realist.  Thus,  you  might  

opt  to  do  what  works  and  avoid  razzle-­‐dazzle  action  plans  that  is,  showy,  complex,  or  confusing  maneuvers.  Perhaps  your  straightforward  and  easy-­‐to-­‐follow  steps,  requirements,  or  due  dates  provide  individuals  who  perform  certain  types  of  tasks  with  an  equal  opportunity  to  succeed.  Because  of  her  strengths,  she  might  educate  herself  about  the  basic  facts  surrounding  certain  

types  of  issues  or  situations.    

Chances  are  good  that  she  traditionally  feels  more  confident  about  herself  and  life  in  general  when  she  finishes  every  task  she  has  been  assigned  by  the  end  of  the  day.  She  tends  to  complete  her  work  for  several  reasons.  She  does  not  want  to  upset  anyone.  She  does  not  want  

to  take  advantage  of  anyone.  She  just  wants  everyone,  including  herself,  to  be  happy.  

 However,  I  do  not  want  to  pretend  that  difficulties  are  not  a  concern  of  mine.  I  hope  to  

become  self-­‐assured  in  every  aspect  of  my  life.  I  have  grown  up  to  be  an  ambitious  woman,  yet  I  feel  like  there  is  more  that  I  need  to  know  or  have,  in  order  to  be  the  best  candidate  for  the  

career  that  I  wish  to  have.    

Other  people  need  to  know  that  while  I  find  the  good  in  virtually  every  situation,  I  am  not  naïve.  I  recognize  challenges,  and  can  communicate  the  reasons  for  my  optimism.  My  positive  approach  will  be  most  powerful  when  others  realize  it  is  grounded  in  reality.  

   

   

Semiotic  Analysis    

 

 

Signifier:  Ray  Ban  Sunglasses  

Signified:  The  definition  of  Ray  Ban  is  not  represented  in  a  way  for  you  to  understand  what  it  is  just  by  looking  at  the  ad.  But  it  is  enough  for  you  to  understand  that  the  brand  is  much  different  

and  targeting  a  younger  demographic  based  on  what  they  represent  in  the  ad  itself.  

Image:  In  the  ad,  two  men  are  holding  hands  and  walking  in  a  busy  street  full  of  working-­‐class  people.  

Symbol:  The  two  men  holding  hands  are  a  symbol  of  freedom  against  society.  You  can  be  whoever  you  want  to  be  with  Ray  Ban  sunglasses.  You  never  have  to  hide  from  anyone  because  

the  brand  is  liberal.  

Connotation:  The  Ray  Ban  brand  has  a  very  unique  story  compared  to  other  sunglass  competitors.  The  history  of  the  Ray-­‐Ban  Aviator  dates  back  to  the  1920s,  when  new  airplanes  

allowed  people  to  fly  higher  and  farther.  The  sunglasses  were  remodeled  with  a  metal  frame  the  following  year  and  rebranded  as  the  Ray-­‐Ban  Aviator.  In  this  ad,  the  creative  director  wanted  to  bring  back  history  by  creating  a  setting  in  the  past  when  people  dressed  different  and  had  vey  

different  beliefs  about  the  gay  community.  

 

   

Signifier:  Smart  Water  

Signified:  The  definition  of  Smart  Water  does  not  mean  that  it  is  a  going  to  make  you  smarter,  or  meant  for  those  who  are  smart.  But  with  the  name,  it  helps  to  brand  the  water  as  a  smarter  choice  in  water  brands,  in  order  to  differentiate  itself  from  competitors  in  the  water  industry.  

Image:  The  bottle  of  water  is  being  held  by  a  celebrity  endorsement  in  a  kitchen  setting.  The  celebrity  is  Jennifer  Aniston,  a  former  actress  in  a  show  called  Friends  who  has  been  known  for  

her  sweet  girl-­‐next-­‐door  look.  

Symbol:  The  fact  that  Jennifer  Aniston  is  drinking  the  water  with  a  straw  instead  of  just  drinking  it  from  the  bottle  opening  creates  a  different  meaning  of  what  water  means  to  her  as  a  female.  It’s  targeting  a  different  type  of  woman,  the  one  that  drinks  water  for  an  everyday  living,  not  to  

chug  during  workouts.  

Index:  The  sign  that  conveys  logical  connection  to  the  water  is  clear  when  the  ad  is  taking  place  in  a  kitchen  setting,  compared  to  other  ads  where  the  bottle  of  water  is  placed  in  a  fitness  

setting  for  a  target  audience  that  enjoys  fitness.  

Denotation:  The  copy  in  the  ad  represents  her  lifestyle  with  water.  It  never  goes  out  of  style,  and  it  is  her  idea  of  a  good  taste  that  keeps  her  going  throughout  her  day.  

   

Signifier:  State  Farm  Insurance  

Signified:  The  definition  of  State  Farm  is  not  represented  in  a  way  for  you  to  understand  what  it  is  just  by  looking  at  the  ad.  But  it  is  enough  for  you  to  understand  that  the  brand  is  much  

different  based  on  what  they  represent  in  the  ad  itself.  

Image:  In  the  ad,  there  is  a  fire  made  with  wood  and  rocks  supporting  a  flat  grill  from  a  vehicle  to  cook  chicken.  

Symbol:  The  grill  in  this  ad  is  used  to  represent  what  the  meaning  of  a  car  is  if  you  do  not  have  insurance  and  your  car  gets  totaled.  Pieces  of  the  car  will  no  longer  be  of  good  use  if  you  do  not  

take  action  prior  to  an  accident.  

Denotation:  The  literal  meaning  of  a  representation  that  the  grill  with  food  cooking  is  that  with  insurance  from  State  Farm,  your  car  will  save  you  money  in  the  long  run.  The  cay  may  be  in  an  accident,  but  you  will  not  lose  it  completely.  It  could  be  used  for  something  else  that  saved  you  

money.  

Auteur  Theory:  The  copy  in  the  ad  says,  “It  wasn’t  a  total  loss,”  which  in  this  ad  means  that  the  car  was  not  completely  damaged  to  where  the  owner  had  to  get  a  new  car,  or  the  severity  of  the  accident  was  not  as  bad.  I  think  what  it  is  trying  to  tell  you,  is  that  the  importance  of  insurance  will  help  you  in  the  long  run.  You  will  not  have  to  worry  about  replacing  the  car,  because  State  Farm  has  it  covered.  The  severity  of  the  accident  is  not  going  to  feel  as  big  with  insurance.  

 

   

Signifier:  McDonalds  I’m  Lovin’  It  

Signified:  The  definition  of  I’m  Lovin’  It  is  not  represented  in  a  way  for  you  to  understand  what  it  is  just  by  looking  at  the  ad.  But  it  is  enough  for  you  to  understand  that  the  brand  is  much  

different  based  on  what  they  represent  in  the  ad  itself.  

Image:  In  the  ad,  two  hands  are  laid  across  a  white  table.  One  if  laid  flat  and  the  other  hand  is  turned  to  the  side.  On  the  bottom  right  corner  of  the  print  ad,  is  a  no  utensil  allowed  sign  above  

the  McDonalds  logo.  

Symbol:  The  two  hands  are  placed  in  specific  angles  to  demonstrate  that  the  fork  is  the  flat  hand  and  that  the  hand  turned  to  the  side  is  the  knife.  

Denotation:  The  fact  that  the  hands  represent  the  utensil  used  when  eating  a  meal,  and  that  the  symbol  for  no  utensils  allowed  sign  is  on  the  ad  itself,  it  is  telling  us  that  at  McDonalds,  no  one  needs  any  of  these  to  enjoy  their  meal.  All  you  need  is  your  hands  to  eat  their  food.  Unlike  other  competitors  in  the  fast  food  industry,  McDonalds  has  found  their  one  thing  that  makes  them  

stand  out.  

 

   

Signifier:  Nissan  Tiida  with  expandable  trunk  

Signified:  The  definition  of  the  expandable  trunk  does  not  mean  that  it  is  a  going  to  make  the  car  longer.  But  with  the  name,  it  helps  to  brand  the  car  as  a  smarter  choice  in  car  brands,  in  order  to  

differentiate  itself  from  competitors  in  the  water  industry.  

Image:  In  the  ad,  a  small  picture  of  the  Nissan  Tiide  is  placed  on  the  bottom  right  corner,  almost  making  it  hard  to  see.  In  the  middle,  a  large  sized  cooler  is  pulled  apart  to  make  it  stretch.  

Symbol:  The  fact  that  the  cooler  is  placed  in  the  center  of  the  ad  as  a  stretched  out  cooler,  symbolizes  the  trunk  of  the  Nissan  car.  From  just  reading  the  ad,  you  can  see  that  the  ad  is  

telling  you  that  this  car  is  adaptable  to  fit  your  items  in  the  trunk.  

Denotation:  When  you  read  the  headline  of  the  ad,  it  tells  you  the  name  and  style  of  the  car.  The  interesting  part  of  the  copy  is  the  fact  that  each  letter  is  spaced  out  when  it  spells  out  

expandable.  Although  the  copy  is  hard  to  read,  it  still  provides  meaning  to  its  name.  

   

Signifier:  Volkswagen    

Signified:  the  Jetta  model  has  been  the  vehicle  that  represents  the  brand  of  Volkswagen  even  though  there  are  many  other  models  for  the  company.  

Images:  the  shape  of  the  interior  model  of  a  Jetta  is  created  with  sand.    

Symbol:  the  woman  on  the  upper  right  corner  is  a  symbol  of  the  ad  because  she  is  the  driver  in  the  vehicle.  She  is  in  a  state  of  relaxation  or  vacationing  daily  when  driving.  

 Denotation:  this  ad  is  intended  to  sell  the  brand  and  the  Jetta  model.  They  used  sand  as  the  

texture  of  the  interior  design  of  the  vehicle  and  placed  children  in  the  back  seat  and  a  driver  in  the  front  seat.  The  focus  on  the  ad  is  actually  in  the  back  seat  of  the  car  with  the  two  children,  

but  the  driver  plays  a  significant  role.    

Syntagmatic:  By  creating  a  vehicle's  interior  design  out  of  sand,  the  family  is  able  to  enjoy  their  commute.  The  children  are  playing  with  the  sand  while  the  driver,  also  known  as  the  mother,  is  relaxing  under  the  sun  in  the  drivers  seat.  The  trip  to  a  vacation  spot  can  be  a  hectic  commute  when  you  are  traveling  with  your  entire  family.  You  will  enjoy  the  space  and  the  interior  design  

of  the  car.  Imagination  goes  a  long  way  and  the  children  will  appreciate  it.    

Metaphor:  The  sand  represents  the  interior  of  the  car;  it  also  is  represented  as  the  vacation  spot  for  everyone  in  the  vehicle.  It  influences  your  imagination  and  makes  you  believe  you  are  

already  there.  That’s  how  amazing  the  car  is.        

   

Signifier:  Corona  Extra  

Signified:  The  definition  of  Corona  does  not  mean  that  it  is  a  crown,  when  translated  into  English.  By  definition,  it  helps  to  brand  the  beer  as  a  gold  light  beer,  in  order  to  differentiate  itself  from  

other  beers  in  the  liquor  industry.  

Image/Icon:  The  bottle  of  Corona  is  placed  on  top  of  a  flat  top  rock  in  the  late  evening  at  the  beach,  with  the  moon  half  shaped  like  a  lime  to  represent  the  refreshment  that  the  drink  provides  the  consumer.  Outside  of  Mexico,  Corona  is  commonly  served  with  a  wedge  

of  lime  or  lemon  in  the  neck  of  the  bottle  to  add  tartness  and  flavor.  

Symbol:  The  half  shaped  moon  is  a  symbol  of  the  lime  that  is  commonly  used  to  drink  the  Corona,  to  give  it  a  refreshing  taste.  

Index:  The  sign  that  conveys  logical  connection  to  the  beer  is  clear  when  the  ad  is  taking  place  in  the  evening/night,  compared  to  other  ads  where  the  bottle  of  beer  is  placed  in  a  sunny  beach  for  day  drinking.  This  ad  is  a  representation  of  the  night  drinkers,  when  the  action  is  most  

commonly  taking  place.  

Denotation:  In  the  US,  Corona  is  best  known  for  its  ads  featuring  a  man  and  woman  lounging  on  a  tropical  beach.  The  copy  in  the  text  says  “Buenas  Noches,”  and  when  translated  it  means  good  night.  This  is  how  I  came  to  reason  that  the  ad  is  targeting  night  drinkers  rather  than  the  day  

drinkers  that  are  usually  hanging  out  at  the  beach.  

 

   

Signifier:  Glad  Force  Flex  

Signified:  The  definition  of  Glad  is  not  represented  in  a  way  for  you  to  understand  what  it  is  just  by  looking  at  the  ad.  But  it  is  enough  for  you  to  understand  that  the  brand  is  much  different  

based  on  what  they  represent  in  the  ad  itself.  

Image:  In  the  ad,  there  is  a  Hispanic  family,  playing  a  traditional  game  of  breaking  a  piñata  in  their  backyard  party.  They  all  seem  confused  when  looking  at  the  bag  of  glad.  

Symbol:  The  Glad  bag  is  being  used  as  the  piñata  in  this  ad,  making  it  harder  for  the  children  playing  to  break  it  in  order  to  get  the  prize  inside.  In  the  ad,  you  see  the  adult  male  staring  at  the  

bag  confused,  with  the  broken  stick  that  is  used  to  hit  the  piñata  on  hand.  

Denotation:  The  fact  that  the  stick  that  is  being  used  to  break  the  piñata  is  suddenly  broken  when  the  adult  male  attempts  t  help  break  the  piñata  represents  the  garbage  bag  and  its  brand.  

The  force  flex  version  of  a  Glad  bag  is  so  strong  that  it  cannot  be  broken  even  by  force.  

   

Signifier:  Hidden  Valley  Ranch  Dressing  

Signified:  The  definition  of  Hidden  Valley  is  not  represented  in  a  way  for  you  to  understand  what  it  is  just  by  looking  at  the  ad.  But  it  is  enough  for  you  to  understand  that  the  brand  is  much  

different  based  on  what  they  represent  in  the  ad  itself.  

Image:  In  the  ad,  there  is  a  “naked”  carrot  lying  across  a  white  surface,  with  a  bottle  of  ranch  dressing  on  the  bottom  right  corner.  

Symbol:  The  carrot  in  this  ad  represents  the  food  that  is  incomplete,  or  naked  without  a  dressing  in  your  salad  or  meal.  

Auteur  Theory:  The  copy  in  the  ad  says,  “Dress  it,”  which  in  this  ad  means  that  the  carrot  is  not  good  alone.  I  think  what  it  is  trying  to  tell  you,  is  that  the  taste  and  the  side  dish  of  the  ranch  dressing  from  Hidden  Valley  will  make  your  snack  taste  better.  Without  the  ranch,  the  carrot  

feels  naked  and  the  ranch  will  cover  it.  

Signifier:  Equinox.com  

Signified:  To  define  Equinox,  it  is  the  time  or  day  at  which  the  sun  crosses  the  celestial  equator  when  day  and  night  are  of  equal  length.  Equinox  fitness  club  embodies  quality,  movement  and  

energy.  Therefore  the  brand  represents  the  services  that  result  within  in  time.  

Image:  The  advertisement  captures  movement  in  the  shot  and  promotes  the  energy  that  results  from  fitness  training  with  a  man  and  a  woman.  They  place  a  headline  and  a  tagline  which  is  “it’s  

not  fitness.  Its  life”  on  the  ads.  

Denotation:  this  is  an  ad  for  the  equinox  brand.  They  decided  to  use  a  make  to  represent  the  results  from  fitness  by  laying  a  beautiful  fit  woman  on  his  back  as  he  carries  her  through  what  looks  like  a  house  due  to  the  white  furry  carpet.  The  bottom  half  of  the  ad  is  just  black  with  

white  short  copy.  The  logo  is  placed  on  the  lower  right  corner  in  small  size.    

Connotation:  There  is  no  product  involved,  but  with  its  name,  the  benefits  that  result  in  the  use  of  the  program  or  service  are  represented  in  the  ad.  They  captured  the  desired  outcome  with  fitness  results.  The  brand  itself  wants  to  be  different  compared  to  other  fitness  centers.  There  are  several  different  wild  sexual  versions  of  this  ad  that  captures  the  desired  outcome.  As  a  result,  they  have  received  a  lot  of  negative  press  from  the  campaign.  The  New  York  Post  in  

March  2013  said  that  it  was  “pornography  plastered  on  public  property.”  

Diachronic  Analysis:  Many  fitness  campaigns  are  centered  on  the  equipment  and  fitness  wear  that  will  help  you  reach  your  goals.  However,  this  brand  takes  a  completely  different  route  and  

creates  an  objective  of  the  campaign  that  moves  beyond  the  results  fitness  clubs  usually  promise  and  incorporate  sex.  The  ad  is  not  about  being  strong  and  getting  the  girl,  but  about  the  moment  when  you  get  into  better  shape,  you  get  this  confidence,  and  it  lowers  your  inhibitions  and  can  get  you  into  compromising  situations.  Equinox  recently  launched  another  campaign  with  the  headline  “Equinox  Made  Me  Do  It,”  to  show  fit,  attractive  models  transgressing  in  

numerous  ways.  

Paradigmatic  Analysis:  The  style  that  the  ad  is  portrayed  sort  of  represents  a  wealthier  consumer;  due  to  the  structure  of  the  fitness  center  itself.  Its  not  your  average  YMCA  anymore,  

it’s  a  place  where  you  are  going  to  be  living  and  creating  a  new  lifestyle.  

Auter  Theory:  The  equinox  campaign  is  definitely  a  change  in  the  fitness  industry  and  considered  one  of  the  most  unique  until  this  day.  When  you  look  at  the  ads,  you  do  not  look  at  the  brand  or  what  it  is  trying  to  sell  you,  but  what  lifestyle  fits  you  or  want  in  the  near  future.  It  captures  your  

eye  with  its  high  fashion  and  high  quality  photography.  

 

 

 

   

   

Mirror  Neurons    

This  article  called  A  Revealing  Reflection  describes  how  humans  and  other  animals  are  physiologically  and  neurologically  equipped  to  perceive  and  mental  imitate  every  action  we  

witness  in  a  process  known  as  mimesis.  Citing  neuroscience  research  findings  on  mirror  neurons,  the  article  raises  questions,  which  pertain  to  this  course  in  Semiotics.  

What  does  this  research  suggest  about  how  we  process  semiotic  constructs  to  which  we  are  exposed?  

This  article  suggests  that  everything  we  watch  someone  else  do,  we  do  as  well,  and  however,  we  do  it  in  our  minds  by  rehearsing  or  imitating  every  action  we  witnessed.  It’s  a  biological  dynamic  for  our  understanding.  We  also  use  them  to  appreciate  things,  and  to  feel  the  meaning  behind  that  particular  thing  to  enjoy.  Many  researchers  believe  that  mirror  neurons  were  a  crucial  in  

the  development  of  the  elaborate  social  skills,  social  networks  and  knowledge  infrastructure  we  call  culture.  The  information  can  spread,  and  build  on  and  modified  to  create  the  intellectual  

and  social  dynamic  of  culture.  

What  does  this  research  suggest  about  how  audiences  perceive  semiotic  constructs  or  media  texts  created  by  artists  in  your  discipline  or  concentration?  

Iacoboni  speculates  that  the  strength  of  mirror  neurons  may  be  such  that  imitative  violence,  if  reinforced,  may  be  harder  to  resist.  One  example  is  the  current  social  media  habits  that  we  have  

developed.    

Social  media  has  transformed  how  the  millennial  generation  shares  its  thoughts  and  extends  its  influence  over  others.    Stars,  Likes,  and  comments  have  given  them  power  to  share  their  

opinions  and  pass  judgment  on  the  things  they  approve  and  disapprove.  Unlike  the  past,  fans  can  actually  speak  to  celebs  directly  and  sometimes  get  a  direct  reply.  For  example,  when  other  

people  see  that  they  get  a  response,  those  people  start  liking  that  celebrity  too.    

A  new  social  currency  that  will  be  impacting  this  industry,  are  vloggers,  and  the  influence  they  have  to  sell  products  for  your  brand.    Vloggers  enjoy  talking  about  their  life  online.  Their  

influence  defines  how  they  are  perceived  so  that  various  groups,  corporations,  and  organizations  can  try  to  understand  how  to  engage  them.  

Considering  the  fact  that  in  the  past,  companies  had  to  chase  people  down  to  make  them  cool,  they  can  now  collect  their  demographic  profiles  in  real  time  through  social  media.  

When  creating  a  forum  for  this  group  to  communicate  and  share  their  opinions  with  each  other,  it  can  create  loyal  followers  and  increase  sales.  However,  if  a  brand’s  offering  does  not  satisfy  their  needs,  the  judgment  that  millennial’s  pass  can  make  or  break  its  adoption  and  success.  

Whether  it’s  supporting  a  cause,  offering  an  opinion  about  a  product,  or  simply  giving  their  support  to  a  political  figure,  millennial’s  know  their  voice  has  power,  and  they  are  wielding  it.  

 

   

   

MACAC    

Nike  Ad  For  Make  It  Count  

Motive:    

To  make  it  count     Encourage  people  to  make  it  happen  Action:  

  Do  something     Demonstrates  how  to  make  it  count     Defy     Standard  approach     Convention  Context:  

  Travel  the  world     People  s  wasted  lives  Audience:  

  18-­‐34  males     12-­‐17  males?  Consequences:  

  Motivational     Animated  philosophical  thoughts    

 

 

 

 

 

 

   

The  Great  Gatsby-­‐  Film  

Motive:  

  Film  remake     Prescient     Drawn  to  past     Relive     Story     1920s     Franchise  Actions:  

  Symbolism       -­‐house       -­‐green  envy       -­‐eyes       -­‐colors     women     language     modern  music     architecture     fashion  Context:  

  Women     Economic  Paradigm     Current  opulence    Audience:    

  Gatsby  fans     Titanic     Jay-­‐z  music  fans     30  years  or  younger  Consequences:    

  Pretty     Overdone     No  depth      

 

   

Metaphor  Elicitation    

BEHAVIOR  

My  intentions  were  to  observe  the  differences  between  men  and  women’s  buying  behaviors  when  purchasing  personal  care  items.  My  definition  of  personal  care  items  is  toiletries  and  cosmetics  that  apply  to  one’s  physical  appearance.  The  products  fall  under  the  “esteem”  category  of  Maslow’s  Hierarchy  of  Needs  because  they  affect  the  way  we  want  to  be  perceived  and  how  we  feel  about  ourselves.  I  specifically  chose  the  store  Target  because  of  the  easy  accessibility  and  we  thought  it  would  get  a  substantial  amount  of  traffic.  Since  there  are  multiple  locations  we  decided  to  break  up  and  go  to  three  separate  stores  to  get  a  diverse  group  of  observations.  The  three  locations  I  chose  were:  

 ·∙              City  Target  on  South  State  ·∙              The  Roosevelt  Target  ·∙              The  Uptown  Target    

Target  is  one  of  the  largest  retailers  in  the  US.  The  company  enjoys  a  strong  brand  value  which  enables  quick  penetration  and  a  large  and  loyal  customers  base.  With  its  well  established  presence  in  the  US,  Differentiation  through  strong  merchandise  assortments–an  edge  over  Wal-­‐Mart  Price  positioning  adjusted  to  consumer  behavior  and  reinforced  through  value  marketing  message  REDcard  rewards  loyalty  program.    

 During  my  observations,  I  wanted  to  compare  the  differences  of  buying  

behaviors  between  men  and  women  ages  18-­‐35  because  we  felt  that  it  was  the  typical  shopper  that  would  be  at  Target.  When  observing  the  consumers  I  paid  specific  attention  to  what  they  did  and  the  interaction  that  they  had  with  the  product.  My  hypothesis  was  that  men  would  take  a  shorter  amount  of  time  while  shopping  for  personal  care  items  than  women  because  men  know  what  products  they  want  to  buy  and  women  tend  to  compare  their  options  more.  

                After  combining  the  observations  I  noticed  that  one  of  the  consumers  who  spent  the  shortest  time  during  the  buying  process  was  a  female.  The  actor  was  a  Middle  Eastern  woman  who  was  in  her  low  to  mid  twenties.  She  was  wearing  jeans  with  a  black  sweater  and  fleece  jacket,  her  hair  was  pulled  back  into  a  ponytail  and  she  had  a  large  purse.  This  particular  actor  was  shopping  at  the  Uptown  Target  in  the  women’s  body  wash  aisle.  The  debate  was  between  two  different  brands  of  body  wash.  After  some  time  it  started  to  become  apparent  that  she  had  a  stressed  expression  on  her  face  while  comparing  the  evaluative  criteria  of  prices  and  value  of  the  body  wash.  Her  actions  consisted  of  pacing  back  and  forth  from  one  price  tag  to  another.  A  few  minutes  passed  by  and  she  concluded  her  choice  with  the  cheapest  body  wash.  The  “Just  Noticeable  Difference”  (JND)  is  a  psychological  measure  that  was  visible  during  this  observation.  

Gustav  Theodor  Fechner,  a  German  physicist  and  philosopher,  founded  the  term  in  the  1800s.    

 The  essence  of  this  concept,  when  applied  to  marketing  and  pricing  practices,  is  that  consumers  are  consciously  aware  of  significant  increases  in  the  price  of  a  particular  product  or  service,  and  unless  there  is  an  obvious  benefit  associated  with  the  price  increase,  they  are  likely  to  react  in  an  adverse  manner  by  searching  for  alternatives.  Another  facet  to  the  JND  concept  involves  changing  the  product  or  service  rather  than  the  price  point.  If  you  are  manufacturing  a  product  of  slightly  lower  quality  than  your  competitors  but  priced  at  the  same  value  and  your  customers  do  not  notice  the  difference  then  your  profit  margins  are  better  than  your  competitors.  The  trick  is  to  ensure  the  difference  in  quality  is  slight  enough  to  avoid  the  point  of  JND.  On  the  other  hand,  if  you  increase  the  quality  of  your  product  just  beyond  the  JND,  you  should  be  in  a  good  position  to  increase  your  price  and  offer  a  point  of  advantage  your  competitors  cannot  offer,  rather  than  driving  sales  and  a  reputation  for  quality  products.  

 The  consumer  who  spent  the  least  amount  of  time  was  a  gentleman  who  

purchased  Crest  3D  white  toothpaste.  He  was  a  Caucasian  man  in  his  thirties  wearing  jeans  and  a  black  fleece  jacket.  He  seemed  completely  brand  loyal,  spending  a  substantial  amount  of  time  deciding  which  size  of  toothpaste  to  purchase.  After  deciding  on  toothpaste,  he  then  made  a  move  toward  the  whitening  strip  kits.  This  may  have  been  the  consumer’s  first  time  using  a  product  like  this  because  he  spent  a  long  time  grappling  with  the  decision.  At  first  he  was  reading  as  much  as  he  could  about  the  product,  then  comparing  between  the  standard  teeth  brightening  product  and  the  elite  teeth-­‐brightening  strips.  He  made  the  final  decision  of  purchasing  the  standard  teeth  brightening  product,  but  moments  after  he  turned  back  around  for  the  elite  product  and  put  back  the  standard.  The  fact  that  this  consumer  went  straight  for  the  Crest  products  makes  him  an  acquisitional  shopper.  What  this  means  is  that  the  consumer  went  to  the  store  with  a  specific  brand  in  mind  and  he  did  not  shy  away  from  that  brand,  this  could  be  due  to  his  past  experiences  with  the  brand  which  caused  him  to  become  brand  loyal.  This  consumer  could  also  be  defined  as  an  epistemic  shopper  because  of  his  retrieval  of  information  about  the  whitening  strips.  Epistemic  shoppers  are  defined  as  shoppers  who  obtain  information  about  the  products  they  intend  to  purchase,  like  deciding  which  teeth  whitening  kit  to  buy.  

 Through  my  research  I  found  my  previously  stated  hypothesis  to  be  incorrect.  I  

found  that  women  tend  to  take  longer  while  shopping  for  personal  care  items  because  they  practice  as  epistemic  shoppers.  Men  on  the  other  hand,  tend  to  know  what  they  want  and  spend  a  small  amount  of  time  shopping,  which  is  known  as  an  acquisitional  shopper.