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