Semiotics in Advertising pt 2.

Alright, so dismantling adverts bit by bit will help me ultimately recognise the semiotics used within them. This example is obviously poking fun at the way brands advertise women’s shampoo. By use of lots of slow-motion shots of long hair flowing, where it’s heavily implied that the owner of said hair uses a particular brand of shampoo and that is why their hair is so awesome.
We’re also meant to ignore the multiple industrial fans all blowing at the fellow at once, that’s just the natural wind speed of an indoor busy office environment.
If we look a little deeper, we can see how those two things contrast, the free flowing freedom of the hair, versus the stifling nature of the enclosed office space. These two things contrasting one another really add emphasis to the hair. We can look at what the long haired man is wearing also, or rather what he’s not wearing. Unlike his co-worker, he doesn’t have his suit jacket on, and he has a red tie. Red usually indicating love or passion. In this case, he’s a passion for his hair. Or something along those lines. Within the initial shots, we can see a trophy near the “Diego”‘s desk. Whether it’s his or not is irrelevant, the simple presence of such can imply victory or winning. Diego’s a winner, and if you use this hair product, you might be too.
Blue and red appear to be recurring colours, Diego’s shower has blue tiles (bricks even?) But a lot of the office workers are wearing red in some form or another, in other shorts we can see a pink and red balloons, some of the female co-workers he dashes past are wearing red shirts, and the super market shelves of where the men’s shampoo is has red banding. Could these contrasting colours again be used to place emphasis on a certain something? Perhaps that there is freedom and passion within this prison-like work place?

Semiotics in Advertising pt 2.


A little bit on Semiotics;
Signs that we can see in everyday life, ie, if a shop has the word OPEN on their front door, we would assume that it’s open for business. Should it say 8am – 5pm, we would assume that’s the time it’s open to. Signs are composed of two main elements;
The Signifier (The sign itself)
The Signified (What that sign means)

In the above example, the Signifier would be the word OPEN and the Signified would be that the place is open for business.

The concept could change depending on the signifier placement, which would also effect the signified. For instance, the shop’s door could also say PUSH on it, signifying that you have to push the door to open it. Another example would be a cardboard box with an arrow on it, in most cases, the arrow indicates, which way up the box should be.
These signs have gradually developed and become an integral part of our society, it’s how we communicate almost without communicating. It’s a study of how meaning is created and communicated through signage, it can be used to interpret and analyse any form of media, from books to television and games and so on.
Signs don’t have to be visual, they can be audio too, like the wail of a police siren.

Idents use semiotics, some times on a literal level (BAAAD ROHBAHT!) that repeat the title seen and add that voice in your head. After a while, they stop repeating the voice, but it stays in your head, at that point is when it has it’s own identity. 20th Century Fox don’t have to play the iconic orchestral piece that accompanies their logo, because we’ve been exposed to it so much we know it by heart. The same can be said for Nike symbols and Puma sports logos, the names no longer need to accompany the logos, we simply recognise them and as such they have become their own signs (semiotics!).

That’s something I hope to achieve with my production house. Sour Tale. The idea of the image of a fox with a fluffy tale becoming so iconic that it no longer needs the accompanying titles.


More from CATS.

MEOW! Haha naw but for serious. Friday we learnt the various elements included in a shot to make good film.

Mise en Scene:- “What is included in a shot.”

The selection and arrangement of elements in front of the camera, all of which are contained by the framing of a shot. Includes location, props, costume/make-up, acting/performance and lighting. – Abrams, Bell and Udris (2010) p.61.


Good film for reference of all of these things, Gone with the Wind… a little girly but hey, it’s all about breaking down barriers.

Chiascuro. A film device, use of lighting to establish main focal points.
Other films to take into account; The Godfather (one word that). American Beauty.

Refer to glossary and back up sheets in the binder down by your computer tower.

More from CATS.

Camera shots and their ilk

I found a media website here¬†explaining some of the different but commonly used camera angles associated with everyday media. I will be using this as a reference, animations I’ve made up to this point feature primarily two-person mid-shots… this is my own design primarily by laziness. Mid shots mean I don’t have to animate the legs but it seems I’m going to have to get out of my comfort zone if I am to get anywhere.

It’s a good reference if I’m ever stuck for ideas as to how a scene should play out.

Camera shots and their ilk