...Semiotics: Signs, Syntax, and Linguistics Describe Advertising Mickey Mouse ears, sleigh bells, snowflakes, dog houses, mail boxes, and stop signs; chances are you know at least one of these things if not more. How do we describe them? In what way are they described to us? And above all How do we recognize and accept these things? The theory of semiotics aims to explain how we recognize these symbols in our lives and, more importantly tries to describe the way we communicate to, with, and around objects. The theory of semiotics has been around since the late 1800’s. A Swiss linguist, Ferdinand de Saussure developed the theory and explained it early on as the use of language and how certain symbols and objects obtain meaning. The theory or science of signs and their meanings became known popularly as semiotics. Language is something of a system of mutually defining entities. Saussure distinguished between diachronic and synchronic linguistics. Simply put the use of linguistics defines objects and the way that we, as a culture, see and describe the world with which we interact. From its inception the theory of semiotics has been useful in regards to all different aspects of communication. It can be used to examine persuasion, social interaction theory, media cultivation and penetration theories as well as interpersonal communication. This wide range of applications for this theory make it particularly pertinent to the discipline of communication. Large companies...
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...Govt. of Karnataka, Department of Technical Education Diploma in Computer Science & Engineering Fifth Semester Sub: COMMUNICATION AND ANALYSIS SKILL DEVELOPMENT PROGRAMME (CASP) HOURS/WEEK: 06 TOTAL HOURS: 96 Competence to be developed in learners: I. To present orally any topic of the student’s interest to the rest of the class without the assistance of media or any other aid (only talk) for at least 10 minutes creating interest in the listeners and sustaining the interest with a meaningful conclusion. II. To prepare a study report on any product/service in comparison with another one that is comparable from technical specification to customer satisfaction. III. To present with the aid of slides (6 to 10) about the study conducted above to the rest of the class in about 10 minutes with the use of print for information and slides for graphs, pictures, images, video and animations etc. Note to teachers: • A teacher may guide only 6 to a maximum of ten students per year. This is to ensure active participation of each learner. • All 96 hours need NOT be contact hours by the teacher. Students may be encouraged to do activities on their own with peer group to ensure higher level of participation. • There are ten different tasks to be completed in the course of 96 hours. On completion of each task, record the result and the marks along with the initials of the learner...
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...Analysis of Carlsberg Advertisements Cultural differences and similarities between Denmark and Great Britain Consumer Behaviour RSM353 Chernenko Kirill The following examination of British and Danish versions of printed advertisements of Carlsberg beer is to determine role of culture in advertising and compare and contrast how the same brand is advertised in different cultures. I. Danish printed advertisement The poster shows 4 men in the forest having conversation and smiling, meanwhile everyone has a bottle in a hand. The background shows the connection to wild nature: large green trees together with five fallow dears, a magpie, a fox and a pheasant. The men have been hunting, possibly, and decided to take a break. The idea is to illustrate a moment of relaxation and enjoyment of Carlsberg beer in a good company. The slogan “Vores ol brygget pa det bedste vi har” (Our beer. Brewed from the best we have) at the bottom, involves different product characteristics. The first part “Vores ol” awakes the awareness of Danes, because their traditional beer connects people in Denmark. Per contra, the final part focuses on quality of a beverage, which worth to go hunting. The image and the content of a text box creates a unified whole. The advertisement illustrates the traditional myth of drinking beer since hunting is an old tradition and according to the text box "Only 11% of the Danish hunters are hunting to hunt" which implies social interaction with friends. And, therefore...
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...AD ANALYSIS Tata Motors launched in 2012, a poster in Malaysia which aimed to promote their new car, Tata Nano and also to promote the safety of the civilians by offering a safer and cheaper option of transportation. The advertisement text – ‘change the burden’ tries to convince the Malaysian families which are poor and are in large numbers the dangers of travelling by bikes or second-hand cars. This is depicted by the big picture in the advertisement that shows 5 people sitting on a bike and they all look very uncomfortable and the lady at the back is almost falling off the bike. Tata Nano solves this problem as since it is cheaper the lower middle class Malaysian families can now afford it. It is a much safer option as large families can fit into it comfortably and it is less expensive. It costs only around RM8,330. The advertisement aims to sell to the lower class Malaysian families that have large families and low income. The purpose of this advertisement is to sell cheap, small cars to those who, until now, could only afford motorcycles. The writer uses an informal form of English, which is most likely understood by Malaysians and contains influences from the Malaysian language. Another purpose of the advertisement is to make the public aware of the various dangers of civil transportation and to familiarize them with the Malaysian law which states that a motorcyclist will be fined if he is carrying more than 2 passengers on his bike. It is very common in Malaysia for...
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...IMAGES IN ADVERTISING: THE NEED FOR A THEORY OF VISUAL RHETORIC In this article, we are dealing with a meaning and representative reality of pictures. In todays world there are many pictures, shown and done in many different ways. We have various kinds of pictures in rich colours and textures. The objective of this article is to reorient the study of advertising images by advocating the development of a theory of visual rhetoric. When we are taking about rhetorical theory, we say that it is an interpretative theory that frames a message as an interested party’s attempt to influence an audience. The sender’s message must be send as obvious one. It is also important how the message is sent – style of delivery. It is important that audience understand the message, therefore he uses shared knowledge of various vocabularies and conventions. Receiver/s use this same body of cultural knowledge to read the message, infer it, evaluate the argument and formulate a response. If we want to explain advertising images as a rhetoric one, we need to understand that visuals must have certain capabilities and characteristics. Visual elements are for representing concepts, abstractions, actions, etc. There must be an ability to guide the order of argumentation and visual elements need to carry meaningful variation in manner of delivery. To explain a visual communication complex we would need a symbol theory of pictures: one in which visuals signify by convention and not by resemblance to...
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...Advertisement Analysis In the Dos Equis advertisement on the front page, the creator uses numerous techniques to make their drink seem to be the best of the best. This ad shows an older man in his seventies wearing luxurious clothes and smoking a cigar while being surrounded by two women who can’t seem to get their eyes off him. In front of him are two bottles of dos equis beer that are opened. The creator uses not only words but also colors and detail to mold their ad as being the best. Before even creating the ad, the creator had to still take into consideration the rhetorical triangle. In this case, the subject is a great-tasting beer, the audience are the buyers who are looking to purchase an alcohol and finally the speaker in this ad is the elderly man in the center or who the world knows him by, the most interesting man in the world. The ad appeals to ethos by using the “most interesting man in the world in it”. The man’s ethos is strong mainly due to his title that the world has given him. As being the most interesting in the world, he must keep that title even when choosing his alcohol choice. For pathos, it is not as strong as ethos, but his conviction his face truly shows it. The man’s face has a serious look in the commercial, but he is only trying to pick his beer of choice. Finally, for logos, this beer tastes good and looks satisfying. While looking at this ad you must observe and realize that this is no ordinary beer, it is a distinctive beer for costumers that...
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...DEFINITIONS OF DISCOURSE 1.1. Introduction In this introductory unit we are going to look at a number of definitions of discourse and to try to define some key terms used in discourse analysis, with the aim of clarifying its scope in such a way that it can deal with a wide range of problems and phenomena, but in a more systematic and coherent way. Discourse analysis refers, in a very basic sense, to talk. What most people do most of the time is talk, because to do anything requires talk and, often, texts, both in private and public spheres. However, until recently, little attention has been given to what people actually say and do in particular everyday circumstances. People talk about the world, about their work, about others and their relations with them. And in talking, they do things. That was Austin’s (1962) revolutionary insight into an aspect of language that had not been fully recognized: the pragmatic function of language, what language does to make social life possible. This turn to language, or to discourse, has had the effect of breaking down barriers between different social sciences concerned with the analysis of everyday social life. 1.2. Definitions of discourse Discourse analysis is widely recongnised as one of the most vast and least defined areas of linguistics. One reason for this is that the understanding of discourse is based on scholarship from a number of academic disciplines that are quite different from one another, such as, the philosophy...
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...teacher could give them the structure of a text as a clue; nevertheless, they have to think about how to put the given script in the right form. First of all you need to have the materials, they could be as simple as you imagine. For instance, books, newspapers, a recipe, advertisements, a magazine, essay, whatever piece of writing is acceptable but it has to be cut into pieces. That means that it has to be separated in different paragraphs. Even though teachers have to optimize their time since there are much content to teach but few hours to do it, do not worry about the time because it will depend on your materials and how long the text is. Be careful about the topic, because you do not want your students to get bored. Also, the difficulty...
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...your answers and (2) a copy of the proposed regulation you used for this assignment. (10 points) Federal Registration- Distracted Driving Grant Program This will affect every person who drives and texts, which has become a big concern with DOT, highway patrol and the safety of others on the road. 2. Describe the proposal/change. (10 points) the Department of Transportation (DOT) announces the availability of funding authorized in the amount of $17.525 million in Federal fiscal year (FY) 2013 funds to provide grants to States for enacting and enforcing distracted driving laws. 3. Write the public comment which you would submit to this proposal. If the proposed regulation deadline has already passed, write the comment you would have submitted. Explain briefly what you wish to accomplish with your comment. (10 points) My comment is that the distracted driving grant program is a good idea, although around $5 million of the federal grant money, will be going to such things as advertisement and awareness of texting and driving. I am sure there are other ways to get the word out there and not have to use all of the $5 million. They could have fund raisers for people that are against texting and driving. This new program is about the same lines as when California made it illegal to talk on the phone and drive. 4....
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...lives as something extraordinary and the sentimental which invokes sympathy and pity towards the person with the disability and also invokes a sense of responsibility and the need to protect. I will also make reference to Samantha Murray and her idea that perceptions are engrained in an individual over a substantial amount of time due to their exposure to the norms of society. The first advertisement is a short video from the National Disability Awards day of 2010 in accordance with the United Nations International Day of People with Disability and the second advertisement is from a United Kingdom organization for Down syndrome. The first advertisement is from the National Disability Awards day of 2010, the opening scene is of boxing bags and a kickboxing ring and training room, the first words from Dawson Ko in the ad are “Don’t tell me I lack vision, I see things most people cannot” He then explains his desire to accomplish his dreams despite what other people, his diagnosis and his doctors say. The camera shows Ko kicking the bags and includes a front full-face camera shot. After this text is displayed on the screen stating his name and informing the audience that he has been blind since the age of 18, He then says, “When people ask me...
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...Sociological Ad Analysis Submitted For SOCI 1005A Instructor: Priscillia Lefebvre 101015189 This advertisement created by Old Spice Body Wash was an interesting way to not only market their product but it was also comical and entertaining to their audience in such a way that it will not be forgotten by the viewers, thus making it quite popular around the world. In this short to the point ad, it has the audience engaged right off the bat with superstar NFL football player Isaiah Mustafa shirtless showcasing his desirable muscular physique and speaking in a deep projected masculine voice directly telling the audience with full eye-contact that he’s “The man your man could smell like.” In a span of 30 seconds, the Old Spice Guy was able to gain popularity and also spread awareness all around the globe about the product that was being advertised. There are many reasons as to why this ad has gained so much popularity in recent years, and it’s not hard to see why. It is a very short ad that gets straight to the point and is rather easy to share and spread around the world. Another thing that the creators did well was the emphasis on humour. Generally, when we see an ad while watching T.V. and find it hysterical and humorous, we will proceed to search it online to view it and show it to friends and family. The main issues in this ad is the gender stereotypes that is easily noticeable, such as the idea that women like a masculine good looking male...
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...CONSUMER BEHAVIOUR Application Exercise - II Developing communication for a new brand in skin cream category Submitted to - Prof. S Ramesh Kumar Group 17 Gunjan Kumar Prashant Gutch Kartik Yeleswaram Prashant Singh 1111344 1111345 1111348 1111362 Table of Contents 1. Category and Brand Information ........................................................................................... 2 1.1 Category summary ........................................................................................................................ 2 1.2 Key Brands summary..................................................................................................................... 3 2. Category Analysis & Linkages to concepts ............................................................................. 4 3. Issues Identification ............................................................................................................... 6 4. Selection of Articles ............................................................................................................... 8 5. Addressing the issues using article ...................................................................................... 12 6. Recommendations for new brand communication ............................................................. 16 7. Process Employed ............................................................................................................... 17 8. References ..........
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...THE IMPACT OF ADVERTISING ON SALES VOLUME OF A PRODUCT A case study of Starcomms Plc, Nigeria. Bachelor’s thesis Degree Programme in International Business Valkeakoski, 19 December 2011 Adekoya Olusola Abiodun ABSTRACT VALKEAKOSKI Degree Programme in International Business Global Marketing Author Adekoya Olusola Year 2011 Subject of Bachelor’s thesis Impact of advertising on sales volume of a product ABSTRACT The major aim of this thesis was to demonstrate the impact of advertising on the sales and profit of a business organization taking Starcomms Plc as a case. Longe (2001) defined advertising as any personal paid form of nonpersonal communication which is directed to the consumers or target audiences through various media in order to present and promote a product, services and idea. Good advertising requires competent personnel including a number of specialists to enable it thrive in the ever dynamic and competitive business environment. It is therefore imperative that key personnel in departments that are directly involved to be carefully selected and positioned to ensure continuous success. In recognizing the role advertising can play a growing number of companies and establishments have to embark on a nationwide advertising campaign. Advertising campaigns obviously informed by depressed consumer demand, thrive by persuading the consumer on the need for consumptions. At the completion of this thesis, the impact of advertising at Starcomms was clearly defined and it...
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...Google Case Study Teresa Molina Concordia University Texas Decision Making and Strategy in Complex Situations MBA 5321 Dr. Ivonne A. Delgado-Perez October 8, 2014 Strategic Profile and Case Analysis Purpose Google began as a web search engine originally called Backrub created in 1996 by two Stanford University students, Larry Page and Sergey Brin. Currently, Google is the world’s most widely used search engine. Google uses text-matching techniques to find important and relevant web pages to a user’s search, and it host up to 70 percent of the worldwide Internet search market. Web search is essential to Google’s business and an indispensable feature of the Internet. Google owns over 160 localized country/regional domains and is available in over 130 languages. Google’s main financing comes through investor funding and advertisements. Therefore, Google makes a concerted effort to keep advertisements as unobtrusive as possible for its advertising sales account for approximately 97 percent of total revenues. Financially and competitively, Google ranks first in the overall per share data and growth categories and second in overall profitability. In 2004, Google began publicly trading shares on Wall Street. Google’s success is due to its consistent utilization of its competencies to challenge the strategies of the world’s leading technological innovators. Google’s desire is to bring the world to within the reach of every consumer (Hitt, Ireland, & Hoskisson, 2013)...
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...Abstract: This study attempts to investigate the representation of masculinity in the printed advertisement of Mens Biore Double Scrub. All phenomena in the advertisement are described. To present more analytical description, the signs found in the advertisement are analyzed based on Barthes’ orders of signification. Besides that, this study also employs Kress and Van Leeuwen’s method of reading images and intertextual analysis in order to obtain more comprehensive analysis. The result of this study shows that Mens Biore Double Scrub advertisement represents two different concepts of masculinity. The first one is the traditional concept of masculinity. The second one is the new concept of masculinity offered by the advertisement. Generally, words that are used to represent both concepts of masculinity are power, confidence, aggressiveness, competition, challenge, and bravery. The connotative signified success, financial independence, and physical attractiveness are emphasized to change the concept of traditional masculinity to be in line with the company’s need. Keywords: advertisement, semiotics, masculinity Abstrak: Penelitian ini berupaya untuk menganalisa representasi maskulinitas dalam iklan cetak Mens Biore Double Scrub. Seluruh fenomena dalam iklan tersebut dideskripsikan. Untuk menyajikan deskripsi yang analitis, tanda-tanda yang ditemukan dalam iklan tersebut dianalisa berdasarkan gagasan orders of signification milik Barthes. Selain itu, penelitian ini juga menerapkan...
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