Lux New Touch ad

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.

Semiotic Analysis Report-- The Best Perfume Commercial: Pleasure by Estee Lauder

http://newperfumeshop.wordpress.com/2010/07/12/30-of-the-very-best-perfume-commercials/

This essay is about a semiotic analysis of the advertisement concerns the above advertising of women's perfume, Estee Lauder. Thus this essay will individually analyze the above advertisements in terms of their status as signs, whose associative meanings not only gave a favorable impression of the product, but were also compatible with, and complementary to the feminine context in which they were situated. Although the advertisements do not physically represent the product, they all provide an important iconic representation of both the product and what the product should stand for. Thus, analysis will strongly focus upon the advertisements' photographic imagery, and the ways in which this imagery generates the appropriate signified concepts or emotional overtones which promotes the image of the product.

The above image features an advertisement for the perfume ‘Pleasure by Estee Lauder’. The advertisement uses a variety of signifiers which publicize both the identity of the brand, and an image which is in line with the ideology of the text in which it appears, in this case, is the sensual, elegant, soft and romance. This advert predominately features a female model in her early to mid twenties, and she is sitting at the veranda with her hand holding a dog, surrounding by pink flowers with a joyful expression. Adjacent to her is an iconic image of the product itself, and at the center of the product are the name ‘Pleasure’ which written in handwriting beautifully. The word ‘Pleasure’ is projected as being disproportionately large. Underneath this iconic image of the product is the brand name of the product, ‘Estee Lauder’, and underneath the brand name are the words: ‘Defining Beauty’, together these separate components form an effective and unified message.

‘Estee Lauder’ Company was founded in 1946. It is a US manufacturer and marketer of skin care, cosmetics, perfume and hair care products. ‘Estee Lauder’ began as a cosmetics company in New York City. In early 1950s, Lauder reunited with a fragrance executive that she met a decade earlier in order to develop a perfume. With their starts in skin care and then moved on to perfumes. In 1953, the first perfume, ‘Youth Dew’ was launched and is very successful. ‘Estee Lauder’ has worked hard to become a symbol of women specialist in all areas from hygiene to skin care. In the case of ’Estee Lauder’, the media channels used are selective for a specific target market, which are upper socio-economic level of consumers, particularly rich women.

In 1995, ‘Estee Lauder’ launched a new perfume ‘Pleasure’. ‘One of life’s simple pleasures’ is the concept of the ‘Estee Lauder’ perfume of series ‘Pleasure’. In order to make sure the image and exclusivity of ‘Pleasure by Estee Lauder’ remains intact in the information received by the audience. The demographics and target audience are essential.  For this product, its target is mostly on young female, between early 20 to 35 years old, who loves the scent that is not complicated, with fresh floral and not too overwhelming. From the above advertisement of the ‘Pleasure’ perfume, we can elaborate that the subject, which is the female model provides a youthful element of joyful and relaxing, which serves both the product and the text in which it is being advertised.

‘Pleasures by Estee Lauder’ perfume, model by Carolyn Murphy was interpreting ‘Pleasures’ from non verbal communication. We can see a female model enjoying her lovely day wearing a nice pink evening dress sit at veranda while holding her dog. This moment shows she is definitely in comfort zone by using the perfume. The communicator tries to convey the feeling of pleasures by capture a moment where her body was post in relaxing posture. Even though she sit at the corner of veranda and it can be dangerous for her but her facial expression and body posture seem totally being merge with the aroma of perfume. Besides that, denotation of this ad “Pleasures” shows at hair flowing of model and the fold of the dress. It signifies that she does not know her dress had been fold until show some parts of her tight and she doesn’t care about that because it shows how pleasures or comfortable she is. Law of similarity of lighter colour becomes the main colour of this ad,  the communicator tries to capture the users by using one colour, so that the user's eyes are not distracted by overcrowded of the colour. Dogs is one of the animal that sensitive with smell, in context of communication of Estee Lauder was to show that dog had been comfortable with the aroma of perfume. The dog's expression seems comfortable with the surroundings. ‘Estee Lauder’ tries to amazed human and animal with such message conveyed that mentioned earlier above.

Furthermore, the usage of floral as the background image of the advertisement is to express the feeling that life is sweet and wonderful. It represents an idea of a stylized peony, a holographic image in vibrant green and pink shades. The pink flowers gives the meaning of buoyant touch, centered on love and female aspects, the good, soft, romance and the innocent, when related to the advertisement above; it clearly conveys the goodness, gentility, the great fragrance smell and the freshness when using this product. What separates ‘Pleasures’ from other pretty floral renditions is that it is layered over a unique musk base—metallic and sparkling. Indirectly, it also conveys a message to audience that this fragrance’s scent is not too overwhelming; it is simply floral, and fresh. It gives a feeling of being young again.

However, the more interesting semiotic elements of the advert exist within its notion of freedom, which is the advent’s primary signified concept. The notion of freedom is primarily conveyed by the image of this female model and her puppy; who, in view of her gesture; seems extremely happy, and unrestricted by normal life, thus providing a sense of liberation which is also convey by her facial expression and her gesture. With the woman sitting at the fence with an elegant posture signifies the gentle touch of the ‘Estee Lauder’ product it brings. The dog hold by the woman happily was to express that the joyfulness and the enjoyment when using the product. Furthermore the softly focused quality of the photography and the holographic image in vibrant green and pink shades are further signifiers which contribute to this joyful, flourish, clean, utopian image of liberation.

With detailed and further analysis, ‘Estee Lauder’ is able to predict its influences on the audience, depending on type of mass communication they use. They know exactly why certain media campaign fails to alter audience's attitudes and their trust. Thus, ‘Estee Lauder’ has identified two basic need of its audience through its new product, ‘Pleasure’. One of the categories of the basic need of the audience is casual and simple – pursuit of modesty and pleasure. The pursuit of a life-style where you can undergo life with playful side of pleasures that simply irresistible. While, the second is the escapist needs, the needs which relating to escaping tension, stress, body odour, desire and self-confident. Perfume is like a reflection of a person’s personality. With the right choice, it gives confidence to a person to carry on with their daily life. ‘Estee Lauder’ spent millions in order to reach its audiences, to understand where and who they are, and knowing what kind of advertising appeals to them.

The non-verbal cues in the picture contribute to the verbal message in numerous ways.  The first impression is joyful, soft and romance by having putting pink color as the color theme and the female model’s facial expression and gesture. In order to make the female model stand out, the photographer cleverly vague the background flower. The choice of graphic is to blend in with the coloring and to subtly state its name. Indirectly, to blend with the message its try to convey – joyful, soft, romance. The only verbal information is the brand name – ‘Estee Lauder’, product name – ‘Pleasure’, and its tagline – ‘Defining Beauty’.

In conclusion, this assignment has guide us to give a semiotic analysis of advertisement whose signifiers were not only designed to give a favorable and appropriate image of the product but also shown to have a strong relationship with the textual context in which the signs were located. By analyzing and theorizing how mass communication works, institutions can better understand the effects of the media on the audience. As a mass audience we must understand what the mass media tries to conveyed to us, and know when we are subconsciously affected. This knowledge will be able to protect us from being manipulated by the mass communication, and being made to believe that a perfume can brings peace and joyfulness to us. 

Examine a photograph or production still

This image was taken from http://www.shockblast.net/mauricio-candela-worx/

Based on the image of McDonald 's advertising photography shown above, answer the following questions:

1. Who are the communicators?

2. What product or service is being advertised?

3. What are the demographic and psycho graphic characteristics of the audience at which the advertisement is aimed?

4. Which needs and gratifications are addressed in the advertisement?

5. Do the Non-verbal cues in the picture contribute to the non – verbal message?

Film Appreciation- Assumptions and Contributions of semiotics

This image was taken from http://screenrant.com/wp-content/uploads/Sanctum-3d-review.jpg

Based on the movie " Sanctum"above directed by James Cameron, discuss the clip using questions such as:

1)What is the story about?

2)What do you think will happen next?

3)Who are these characters?

4)What are they doing?

5)What sort of people are they?

6)What can you tell about the relationships between the characters in the scene?

7)Where is it set?

8)Why has the film/program maker chosen this particular background or location?

9)What does it mean for the story?

10) How does it relate to the story?

11) Look at the props - how are they relevant to the story?

12)Are any props of particular significance?

13)How do you know?

14)List all the features used by students to find out this information - such as sound, acting, props, camera work, colour, location music etc.Discuss this list and encourage students to add to it if they can think of other ways in which meaning can be communicated through television and film.

Semiotic and Reading Film

Based on the movie " Titanic", reading characters and the stereotypes they represent and resist can spark critical thinking.
 

1) Who is Jack?

2)What stereotypes does he represent?
 

3) Is he good or bad?
 

4)What complexities does he have, if any?
 

5) Back up statements with evidence from the film.

Semiotics and its meanings in our lives

Semiotics serves as a very useful set of tools for identifying many of the formal patterns that work to make meaning in many aspects of our culture, particularly the media.

  

1)Do semiotic systems have any effect on human behavior?

2)If we were exposed to different signs, would our lives be different?

Index , Symbol , Icon

Based on your understanding, define Pierce's idea about semiotics distinguished between 3 types of signs : Index, Symbol & Icon.

Provide example for each of the sign.