Ryan Lightfoot
/Concept Development Portfolio
- 50121965
Semiotics
50121965 & 50154853
Semiotics, in a short definition, is the study of signs and symbols. It is an analysis of systems of communicative behaviour, using, words, sounds, shapes and body language.
In advertising, semiotics can be used in two directions. It can be used by the viewer to break down and decode the advertisement, as well as being used in the creation of an advert. The advertiser can use semiotics to help them to include subtle cues that can attract the target audience towards the advertised product, brand or service. The audience is drawn in buy these cues and is further persuaded into purchasing the advertised content unless, however, you are aware about semiotic and it's use in advertising. If so, then it can be useful to decode the advert to find hidden meanings behind the advertisement or the product, brand or service. and in turn alter your decision to make the purchase.
The use of semiotics in advertising is to help grab the attention of the targeted audience.
Sounds
There are light sparkling sounds when we first see the product and are later enhanced once we see the product in use on the woman’s hair as she gets out of the car. The sparkling sounds are used to give the product a kind of magical feel and ‘dazzle’ the audience into buying the product.
Signs and Symbols
Following her getting out of the car, we see firemen at a water capsule, which erupts upon immediate (eye) contact with the woman, symbolising the firemen’s sexual arousement (which is only caused due to seeing her with the product in use). The shape of capsule also increases this symolisation due to its likeness to male’s genitalia.
Body Language
The woman walks with elegance, vanity and always with a large over exaggerated smile when in use of the product, implying that with this product you will feel and look better. And it will be physically visible for the individual that applies the product.
Schwarzkopf Haircare Advert
L'Oreal Haircolour Advert
Signs and Shapes
Like many hair, make-up and perfume adverts, this advert uses sex to sell it’s product(s). For example there is an unnecessary shot of Cheryl Coles legs when the selling point is the hair. This is to imply, to the female audience, that the product does not just make a change to your hair and can make you more appealing and attractive in other ways, not just the colour of your hair.
Sounds
There is a music track laid over the entire advert, the music sounds seductive, which supports the use of using sex to sell.
Body Language
Just like the Schwarzkopf advert, the body language of the woman (Cheryl Cole) is very much over exaggerated; very happy with a large smile, literal spring in her step and a sense on vanity. This says to the audience that with the use of the product you will look and feel as good ad Cheryl Cole does, a reflection of her beauty and happiness. There are many shots that support this, as there are mirrors in the majority of the advert. The target audience are the mirror, a literal reflection of Cheryl (another signs and shapes example).
Signs and Shapes
Most signs are shapes will be used to reinforce a message, for example, a gold ribbon will appear in the loyalty point section to reinforce that every customer will be awarded when they shop on Tint Tastic’s website. A tick will then animate in on the ribbon to again reinforce this message.
Applying Semiotics to the Tint Tastic Advert
Sounds
I will use a fairly fast paced and modern track to lay over the entire advert. The track will be modern to relate to the companies innovation and the fast pace to relate to the companies ability to work at a high speed. Quick whooshing sounds will further this relation when applied to camera whips and fast pans.
An upbeat part of the track (near the end of the advert) will act as reveal and give more excitement for when the company name and website URL appears to make these more memorable and catchy.
Body Language
There are no actors in the Tint Tastic advert but the products will have movement of there own giving them their own body language. The first products seen will have the body language and characteristics of machinery pumps moving like clockwork to resemble the power and movement of the company. Another product seen will animate to enhance the newly introduced male products. This will be a shaving brush dipping itself into shaving foam. This is designed to help grab the attention of the male audience as without this animation (and the section it is applied to) that advert will seem to only obtain the attention of women.
