Semiotic Analysis
Introduction• Ad selection on a basis of a common theme
• Products use interaction between the sexes, generally on a sexual level as product benefit
• Purpose – To identify an underlying structure if any exists – the ‘langue’ that governs such communication
• Ads across categories
• TG – Both the sexes
Various aspects covered
• Depiction of both the sexes• The attractor vs. the attracted• The basic storyline – Various
paradigms & ‘signification’• Visual elements in the surrounding • Lighting cues• Shots, Camera Angles and Focus
Paradigmatic Axis
Syntaggmat ic Axi s
Ibrew Coopers
Light directing shadow towards woman
Intra – diegetic gaze
Extra – diegetic gaze
• Camera focus• Male body
posture• Lady’s body
language• Bed• Room decor
Whiteness
An attempt at the Langue
• Ambience conducive for sexual activity
• Story paradigms• Gaze & posture – an important tool• Progression in relationship • Product usage rarely depicted• Use of anonymity• View of an onlooker – peeping tom
Thank You
• Akhilesh Nath• Amit Monteiro• Anuja Maheshka• Karandeep Singh• Melanie• Neha Israni• Yogesh Gajria