DESIGN SCHOOL SOUTHERN AFRICA BACHELOR OF ARTS IN INTERIOR DESIGN by PRECIOUS CHIRWA SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENTS | DESIGN CULTURE 1B:ADVERT ANALYSIS | | | JHB CAMPUSDATE : 08 SEPTEMBER 2015LECTURER : GERDA LEROUX | | |

Table of contents Page 1. Introduction ………………………………………………………………… 3 2. What are semiotics? …………………………………………………….. 4 3. The three orders of significations ……………………………………… 4 4. Advertisement analysis ………………………………………………….. 5 - 9 4.1. Pleasures by Estee Lauder image ……………………………. 5 4.2. Connotation ……………………………………………………… 7 4.3. Denotation ………………………………………………………... 7 - 8 4.4. Myth ……………………………………………………………….. 8 5. Conclusion ………………………………………………………………… 9 6. Reference list ……………………………………………………………… 10

In this essay one will discuss the analysis of semiotics of the perfume Pleasures by Estee Lauder advertisement touching on the connotation, denotation and the myths that are employed in the advertisement presented to the viewer or the person that the advertisement is intended for. One will examine the advertisement in terms of their status as signs, whose subordinate meanings not only give an impression that is positive to the product, but will also be compatible with, and harmonizing to the feminine context in which they were situated. Although the advertisement may not physically represent the product, it provides an important iconic representation of both the product and what the product should stand for. The examination will strongly focus upon the advertisements’ photographic imagery, and the ways in which this imagery generates the appropriate signified concepts or emotional overtones.

Semiotics is not widely institutionalized as an academic discipline (although it has it has its own associations, conferences and journals, and it exists as a department in a handful of universities) (Eco, 1976). It is a field of study involving many different theoretical stances and methodological tools. Although there are some self-styled ‘semioticians’, those involved in semiotics include linguistics, philosophers, psychologists, sociologists, anthropologists, literary, aesthetic and media theorists, psychoanalysts and educationalists (Eco 1976). One of the broadest definitions is that of Umberto Eco, who states that ‘semiotics is concerned with everything that can be taken as a sign’ (Eco 1976, 7). Semiotics was also defined as the study of signs and signification that has developed from the pioneering work of Saussure” (Barker 2004:181). Semiotics involves the study not only of what we refer to as ‘signs’ in everyday speech, but of everything which ‘stands for’ something else. In a semiotic sense, signs take the form of words, images, sounds, gestures and objects.
Semiotics is concerned with meaning-making and representation in many forms, perhaps most obviously in the form of ‘texts’ and ‘media’ (Eco 1976). Semiotics is the study of communication and signs systems. Semiotics looks at the way people understand phenomena and organize them mentally, and the subsequent ways in which they create means of transmitting that understanding with others. Although natural and artificial languages are therefore central to semiotics, the field covers all non-verbal signalling and beyond. Knowledge, meaning, intention and action are thus fundamental concepts in semiotics (University of Toronto, 2010).
The 3 orders of signification are Denotation, Connotation and Myth.
Denotation refers to the literal meaning of a word, it is the first order of signification and at this level there is a sign consisting of a signifier and a signified. At this level of denotation, a picture of a rose signifies a flower (Oxford University Press, 2013).
Connotation is the second order of signification though not secondary in the significance which uses the denotative sign (signifier and signified) at this connotative level, the same picture of the rose signifies love (Oxford University Press, 2013).
Now Barthes has merged denotation and connotation to produce ideology in the form of myth, which can sometimes be described as the third order of signification (Oxford University Press, 2013). Thus, one would define a myth as a false consciousness. It is what advertisers employ to make the consumer buy into what they are selling yet they mean something else. No matter the danger, but because of the way they presented it, it will sell, regardless of the risks.

Pleasures by Estee Lauder

Figure 1: Pleasures by Estee Lauder
Source: Estee lauder [online image] Available <http://semioticsstudies.blogspot.com/2011/08> Viewed image: 10 August 2011

The above is an advertisements for the perfume Pleasures by Estee Lauder. The advertisement employs a variety of signifiers which publicize both the identity of the brand and an image which is in line with the ideology in the text in which it appears, in this, case is the sensual, elegant and soft. This advertisement mainly has a female model that appears to be in her early 20’s, and she is sitting at the veranda holding a dog, surrounded by a background with pink flowers with a jubilant expression. In line with her is an iconic image of the product itself, and at the centre of the product is the name ‘Pleasures’ which is written in handwriting font beautifully. The word ‘Pleasures’ projected as being unequally large. Underneath this iconic image of the product is the product brand name, ‘Estee Lauder’, and underneath the brand name are the words: ‘Defining Beauty’, together they promote if not present the message that is intended to the consumer.
In order to ensure the image and its uniqueness of ‘Pleasure by Estee Lauder’ remains true in the information received by the audience/consumer. The demographics and the people that it is targeted to are crucial. The product advertised, its target market is mostly on young females, between early 20’s to 35 years old, who loves the scent that is not complicated, with fresh floral and not too overwhelming, these are ladies that love something subtle, sweet and caress. From the above advertisement of the ‘Pleasures’ perfume, we can explore further 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.
The model is interpreting ‘Pleasures’ from non-communication. We see a female model enjoying her lovely day wearing a nice pink evening dress sitting at the veranda while holding her dog. This moment shows that she is at her comfort zone by using the perfume. As much as we all know that sitting at the veranda is dangerous but the fact that she used the perfume it makes her careless about where she is sitting but enjoying the moment of the perfume and how feminine it makes her feel. The communicator tries to convey the feeling of pleasures by capturing a moment where her body was post in relaxing posture. Even though she appears to be sitting at the corner of veranda and it can be dangerous for her but her facial expression and body posture they disagree with the dangers that are associated with sitting at the corner of the veranda and also the way she shows her facial expression and body posture that appears to be united with the scent of perfume. Besides that, denotation of this advertisement “Pleasures” shows at hair flowing of model and the fold of the dress that would resemble a life with filled with happiness, more like life of liberty. To add more on the hair flowing and the fold of the dress, it is the way her hair is being blown by the wind, it is the breeze of fresh air, the wind isn’t hard on the models hair it allows her hair to flow in a state that one wishes to be the model, because she appears as someone without any problems or challenges that every other person faces. The fold of her dress one assumes It signifies that she isn’t aware of her dress being fold until one sees some parts of her tight and she appears not to care much about that because it shows the audience how comfortable she is, with that being said the consumer is persuaded to buying the perfume because of how the message was conveyed to them by the source/ communicator. One can say that, that was achieved hence it is mentioned in the statement above that the employment of one colour to this particular advertisement was appropriate, easy to interpret and easy to understand. Without much going on in the advertisement. This allows the viewer to get what is going on and the message that they are trying to convey. Law of similarity of lighter colour becomes the main colour of the advertisement (Creative Blossom, 2011) the communicator/ source tries to capture the users by using one colour, so that the user’s eyes are not distracted by too much going on or having more than one colour in the advertisement, I doubt the advertisement would be successful had they employed more than one colour. A dog is one of the animals that is sensitive with odour, 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. (Creative Blossom accessed: 10 August 2011
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 stylized peony, a holographic image in vibrant green and pink shades. The pink flowers give the meaning of buoyant touch, centred on love and female aspects, the good, soft, romance and innocent, when related to the advertisement above; it clearly conveys the goodness, gentility, the great fragrance smell and the freshness when using the fragrance. When makes ‘Pleasures’ stand out 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 the audience that this fragrance’s scent is not too overwhelming or harsh rather, it is simply floral and fresh. It gives the feeling of being young again.

There is a notion of freedom that is being conveyed in this advertisement to the audience through the image of the model and her puppy, who appears to be extremely jubilant and not limited by the ordinary so called normal life hence she is providing a feeling of emancipation that is conveyed by her facial expression along with her body gesture. With the lady sitting at the fence with an elegant posture this indicates the gentle touch of the ‘Pleasures’ product it brings. The dog held by the woman happily was to express that the joyfulness and the enjoyment when using the product
The non-verbal signs in the picture are contributing factors to the verbal in number of ways. The first impression that is conveyed is the delighted, soft and amorousness by having putting pink colour as the colour theme and the model expressed her-self facially and gesture. Now the reason they chose these particular graphics was to blend in with the colouring and to subtly state its name. Indirectly to achieve the message it is trying convey and that is delighted, soft and amorousness.

This advertisement shows the receiver that is the audience the importance of showing the solid bond that takes place between the textual context and image of the product how they should blend together or fuse together for the advertisement to become a success. One defines communication as a two way process, and a process that involves two parties being the sender which is the source, the one that initiates the idea/s choosing the type of medium that will be employed to convey this message and it also involves the receiver this is the party that decodes whatever message that is conveyed to them. But the main purpose of communication is to have common ground, to have clear understanding between the two parties. My point is, if a source or the source conveys message to the consumer or the viewer and the viewer does not understand a single thing that is being conveyed in the advertisement, then what is the point of the source trying so much employing paragraphs in the advertisement trying to explain to the consumer why they should buy the product. The consumer should be persuaded into buying the product just by looking at the product, the presentation and the employment of colour without reading the words.
I look at the advertisement above without thinking about it I know immediately that they are advertising a perfume, it is for females, young females that is.already sold, without reading the words or anything, it is the understanding that makes an advertisement to sell, not the colour, not the words but how one actually interprets the advertisement to the standard that the source wants it to be comprehended. Therefore their advertisement was a success because they did not require words or a paragraph for the consumer to know what they are talking about. But instead they employed a little of everything by this one is referring to no paragraphs but 5 words and that is it. The words tell the consumer the product name and who is the manufacturer of the product these are the essentials things that the consumer requires to pick up when analysing or looking at an advertisement. The advertisement supplies the consumer with what they want or need to know. Also the use of one colour it makes everything merge together plus the choice of flowers that was clever every girl loves flowers something that appears to be sweet and the flowers gave us exactly that. To finish it off, they employed a natural handwriting font, nothing formal, nothing serious but just a simple type of feel font.

References 1. Barthes, Roland (157/1987). Mythologies. New York: Hill and Wang 2. Barthes, Roland (1964/1967). Elements of Semiology (trans. Annette Lavers and Colin Smith). London: Jonathan Cape 3. Barthes, Roland (1977). Image-Music-Text London: Fontana 4. Barthes Roland (1982). Empire of signs (trans. Richard Howard). New York: Hill and Wang 5. Daniel, Chandler. 1952. Semiotics: the basics. New York: Routledge 6. Daniel, Chandler. 2007. The Basics. New York: Routledge

Images 1. Figure 1: Pleasures by Estee lauder http://semioticsstudies.blogspot.com/2011/08 last accessed: 10 August 2011