This essay was to discuss about the case study of semiotics and communication of a local soap and shampoo advertisement shown above, Lux. So this essay will be focus on analyzing the signs of the background colour and effect used, the style of the text applied, the product's icon, overall of the actions of the female model regarding the theme of the feminine context present in this ad and of what it is trying to communicate to the audience. Lux is actually an international brand. But for the ad above, it is obviously 100% made in local because the language being advertised was in Malay language ,which is our main language in our country and the female model chosen to advertised for this ad was a local female artist named Nur Fazura.
As you can see, the background consists of the combination of different colour tones of pink and purple in colour. Each colour represents a meaning which clearly signifies the mood and feel of something. Pink is known as a quiet colour, which also provides the meaning of caring, tenderness, self-worth, acceptance and love. Lighter pink applied in the background of the ad symbolizing the gentility and femininity, elegant and refinement while a darker pink conveys gratitude and appreciation. Purple also was applied in the ad, it is a colour which represents warm, royalty, mysterious and also associated with both nobility and spirituality. The circle in the ad were in light and sharp tone, which connote grace, gentleness, admiration and happiness. The communicator also use it to highlight and enhance the model and the product to attract the target audience, especially females, which is around teenage age or an adult . The colour and the tone applied was to show the greatness of using this product. Besides, both pink and purple background colours blends well with the female model has feminine appeal. So, a background with such colour combinations match the theme of the feminine context in this ad .
Based on the ad above, obviously most of the texts appeared to be in Malay Language and the styles of the text applied in here are elegant and easy to read. The tagline was situated in a place where it can easily catch the eye of the audience. The brand name, LUX appears quite big on the top right than the rest of the text because it is the product name and that the customers can easily recognize the product. There is a smaller fonts at the bottom of the LUX product name, “Serlahkan kejelitaanmu” means “highlight your beauty”. It tries to convey that your life will be changed to the better, shines and enhance your beauty more to have a wonderful experience after using the product. There is a medium size sentence located at the right of the female model, stating “ Lux soft touch baru, bukan sekadar lembut, ia selembut sutera.” It means” New Lux soft touch, it’s not only soft, but as soft as a silk.” The sentence mentioned conveyed that, this new brand of LUX product will left your skin to be very soft and comfortable, just as the silk.Smaller text stating” kini diperkaya dengan silk protein extract” situated above the LUX product was that it is now enriched with silk protein extract. Such sentences is to boost up female’s confidence to believe that with the addition of silk protein extract in this product, it eventually will makes their skin to be gentle and soft as silk is naturally smooth and soft as well. The text located at the bottom left stated “ Nur Fazrura Pelakon Terkenal “ with her own signature. “ Nur Fazrura” is her name, “Pelakon Terkenal” is a Malay language, which means “famous actress”. It is to give a little information about the female model herself. Popular female artist was chosen to advertise in this ad was to encourage more audience to purchase the product. The signature of Nur Fazrura has a unique love symbol of her personal style located on the upper left of her signature signifies the soft, sweet, tender and gentleness of her very own inner personality. Thus also shows femininity of the model.
As for the icon representation, we can see that the word LUX situated at the top left of the ad, the capital “L” and “X” is connected together slightly like a light wave from, it is to signifies the uniqueness of this product. The colour applied in this word is gold in colour and a little contrast from light to darker tone horizontally from top to bottom of each alphabet of LUX. It signifies the meaning of achieving a lot of great difference after using it, such as to make your skin appears to be as shiny as gold. Gold is a symbol of colour which represents superior, valuable, praise and of measurable quality. Basically, this brand was trying to promote the best product that everyone would be proud to use for. There is an icon of Unilever located at the top right of the ad which symbolize that it is a universal lover product is to show that it is a unique and great product that everyone would love to purchase to encourage the audience. At the right side of the female model, there was an icon of liquid dropper beside the Lux products, the object inside the liquid dropper was a silk protein extract that were rich in nutrients, which can gives us the smoothness with just one touch of a single drop. Liquid dropper is the representative icon of conveying the message of softness and the naturalism of Lux products in this ad.
By looking at the female model in the ad, she was in a delightful expression was to express the satisfaction and blissfulness of using this product. She looks energetic as well, this is to inform us that this product can always make us feel fresh daily. The gesture of the female model putting her hands around her shoulders elegantly and gracefully, like a loving mother holding a baby, portrays an enchanting look of her. Also, it represents smoothness and gentility that gives our skin a well protection. You can also see that the female model was looking at the camera directly when advertising, but indirectly she was looking at us, the audience in a great mood to tell us that by using this product, you will feel enjoyed just like her. The outfit of the female model was kind of like a flowing of strawberry milk liquid form effect. Milk, in general, represents nature, instinct and simple. So, the product was also to convey the natural touch and the simplicity, which can make us to have a good instinct. The female model’s hair was swaying in the direction just like her outfit to show the smoothness feel of the product. The posture of the female mode in a gorgeously manner was to bring out the femininity and to become the focus point of the ad as a communicator.
In conclusion, this assignment is merely to portray the feminine context in terms of semiotic and also by communication in this ad. Further analyzing of this mass communication is to let us understand more about the signs being conveyed, and what the communicators want us to focuses at. With better understanding, we will have a concept of knowledge of message conveyed and its importance through mass communication.
