Introduction
I first spotted the advertisment in Wired Digital Magazine. It firstly attracted my attention because on the colours and the visable martini glass. With closer attention, it was noted a lot more detail was in the advert. This advert is for Bombay Sapphire gin, and is part of there Imagionation Series. The advert is known as “Imagination distilled” or “Imagination Machine”. It depicts how much hard work goes into the processes of distilling Bombay Sapphire, using the 10 botanical ingredients from around the world (Nexus, 2014).
Because this advert has a lot of semiotic elements, I will be concentrating on the more predominate elements, and where the eye is drawn to in the static image. Such as, The Martini Glass, The Dragon, Buddha head, and over to the Arch with gardens, then eye follows down the image to the words “Imagination Distilled” and Bottle of Bombay Sapphire. I will also be referring to the colours used and the fog like effect (vapour) at the top of the image. The animated version (which can be found here: - http://vimeo.com/77708711 ) may lead the eye to different elements but they are largely the same.
Identifying Semeotics
Binary structures: two contrary conceptual categories that also entail or presuppose each other (Irvine, 2004).
• Dark Blues and Light Blues (Dusk and Dawn) / Blue (cold, pure) and Gold (Warm, rich)
• Dragon (Evil) Buddha (Good)
• Natural (Gardens. Water, Fog). Unnatural (The distilling machine.)
• Martini Glass Feminine (Sex in the City) Masculine (James Bond)
Cultural codes: The interdependent ways in which texts stand in relation to one another (as well as to the culture at large) to produce meaning.
• Martini Glass – sophisticated upper class (male & female), or ...
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...nd the bottle of spirits. On closer investigation they would realise there is a lot more to it. When the interpreter focuses on the cultural symbols in the advert, they see a Dragon and may think of bad or evil elements to the advert but on closer look you see a man riding and controlling the Dragon which is breathing smoke/vapour. The Buddha can be a sign of good these binary signs can give the view the idea of good and bad in relation to alcohol. The elements are being distilled through the machine; the process takes all the purity and good from these elements to create the Gin. Giving the interpreter the idea that Bombay Sapphire takes a lot of time and energy to make it and that this drink is good, pure and tasty. It’s appealing to a wide audience of many cultures, and to each gender, and maybe even making them feel thirsty for some cool Bombay Sapphire.
The target audience is both males and females in their late teens to mid twenties. This company gets the male side of the equation by getting their attention and interest drawn to the attractive woman on the right with bright colors drawing your attention there as well as the bottle of whiskey which is right in the middle of the page. Then what gets these peoples attention to stay there is the fact they have an incredibly good looking female who is posing in next to nothing. Then a way that they try and get the females to look at the advertisement and read it is by showing a very plain girl who seems to be very typical of girls during their younger years. Then beside they show the same girl who now has become a women who is very attractive and just seems so much more powerful and sure of herself. One way that you can achieve that is if you drink Evan Williams Kentucky straight bourbon whiskey.
The women in the 2006 advertisement are wearing what seems to be a one piece bathing suit that exposes a lot of the their breast area which this appeals more to men because of the sexual display of their assets. The females are all different races which widens the pool of men they can target. On the females one piece Budweiser is printed across either their hip, waist, low back or rear end. The significance of the placing of the letters is that is draws you in can you can evaluate how curvy the Latina woman is compared to white girl is and the black woman is showing her rear end which infers to the men targeted that she has the biggest rear end of them all. The 2006 advertisement appeals to all men because of the different races of the females and different body types. The women eyes in the 2006 advetisement are very sexualized because they seem to be looking at the consumer as if they want or are attracted to him and it comes down to whether the men targets purchases Budweiser or not. If the consumer purchases Budweiser than he could have all this going for him and what man today wouldn’t take apart in
The bold print also indicates for the woman to remove her clothes, or for the viewer to do so. Everything is very clean, clear, and appealing to the eye. There is a highlight around the woman’s body leaving her look like she’s glowing. The weight scale is indicating that the woman has lost weight and she is shocked by how much she weighs now. The company displays this petite woman which advertises, if you drink their product then the consumers can look like her. This add is posing as a sex symbol for men and is showing younger women that they should look like this woman in the ad. This ad is also indicating that only ‘sexy’ and ‘healthy’ woman can produce healthier milk.
One of Dior fragrance advertisement which called “Dior Addict Fragrance” caught my eye since it was an odd commercial. It was made into a micro-film which took three minutes to finish watching the advertisement. It started off with a sunrise near a beach with the full-screen text saying “Dior Presents,” then it turned into some beautiful scenery with the crystal blue sky, colorful houses along the harbor where some big ships mooring in front. Since it could take a long time to explain the entire advertisement, long story short, the only girl Daphne Groeneveld, who used this Dior Addict perfume in a France small town was enjoying herself at the beach where there was no one to share with, changing her clothes behind a screen, doing sexy poses,
...t she is underwater again portraying the look of flowing edges to emphasis the elegance of women. When watching this advert for the first time I was quite surprised to how the portrayal of women differed to adverts previously publicising new brands for example, adverts publicising perfume for women often portray women as being very seductive and wearing very little clothing as possible to sell the image rather than the product whereas Bailey’s have introduced a new image for women as ‘tranquillity’ opposed to a sex object. They have achieved this by designing women in a more ‘natural’ fashion meaning even though consisting of nudity it emphasises a sense serenity and self-admiration. By illustrating this more natural and bare look still manages to achieve a seductive image yet preventing an erotic perception of women instead more graceful and elegant, almost chic.
Different time periods share different ideals and values. Depending on the era, those cultural beliefs and standards are reflected through the way in which individuals act and behave. People within these times convey their beliefs to others through the use of writing. Literature is vastly influenced by culture and ideals of the time period it is written.
...oke curiosity as to what it tastes like. For current consumers of Tiger Beer the logo on the bottle would remind them of when they last had a Tiger Beer and create a feeling of longing for Tiger Beer. This advert is very unlikely to cause offence like the previous one. It should also be able to reach its target market as long as it is advertised in the appropriate forums.
Given that literature is a form of symbolic culture, that it has culture within it as much as...
The advertisement is set in an apartment overlooking some metropolitan city, while a young woman, stands over a hidden man sitting in a 60s style chair with only the forearms and legs showing. The man in the chair holds a martini while the woman holds a...
It’s shows that drinking liquor is easier to go down then a woman that they are trying to assault. The ad reinforces traditional gender norms because it is agreeing that rape culture is okay. It is agreeing that men should be able to have their way with women. It is showing how men, under the influence, feel as if they are more dominant than usual over women. Men are seen as predators that the women have to get away from. It shows how women are victims to the overpowering dominance of men.I do not feel as if the ad successfully challenged the traditional gender norms, mainly because it encourages men to drink this liquor which may lead to the sexual assault of women. They may feel that this liquor may help them be able to take their victim down. They are basically putting women is danger to the point that they no longer feel safe around men under the influence of Belvedere vodka. Advertisements like this one is actually advertised in magazines and everywhere on the internet now and days. Many advertisements that use women in sexually abusive manners have become accepted by
Cultural texts can come in many forms such as: music, books, art, film, and dance. Cultural texts can be interpreted into several meanings. This is why people who share a common cultural text can have different views on the world and how they live their own lives.
How do the environments that we grow up in affect our perspectives? How does an individual resist culture and tradition? How does a person’s perception influence his or her understanding of a text? Why is it importa...
The advert alongside is simple and straight to the point. It contains very few details but extremely large content by the choice of words and graphics. At a glance, one can know, without reading the text, what the advertisement is all about. The advertiser has used a cartoon image as opposed to a real person image in the advertisement. This however does not mean that the advert is meant for kids or people who love cartoons. This step is always taken to reduce detail and avoid viewers over dwelling on unnecessary aspects of the advertisement. The setting is also plain. The background has no more information. The advertiser’s has employed the use of this strategy to ensure that the viewer does not miss-associate the advertisement.
A lot is shown in this 30 second advert many symbols, different images, all kinds of colours and a small variety of people. The first thing we see is a person holding a magazine with a women's face on it, the name of the women on the magazine is Caroline Penri after this a celebration is revealed there is a lot of people everywhere smiling and laughing and drinking most of these people are white, then we see two children they were boys and they were also white. After the boys were shown, we see bottles of total effects (the product), next we perceive the same two boys shown before, though this time they seem to be upset. After the upset boys are shown, we see the woman that was shown at the beginning (Caroline Penri) in bed with a man next to her. The last thing the advert portrays is a variety of cakes with numbers on them the numbers were 27, 30, 33, 34 and 36. One thing that really stood out to me in this advert is the numbers they had used like a list, 1 wedding, 2 kids, 43 bottles of total effects, 7 signs, 185 tantrums, 378 pre-dawn starts and 9 birthdays.
The only unambiguous message of this commercial is the product it endorses: as product recognition is most important in advertising, Singer subtly creates the “Affiliation”[2] appeal. The fast-moving ad features unidentified people and indeterminate foods; however, amidst the myriad of attractive imagery stands the easily-recognized Coca-Cola contour bottle. While Coke is rarely dispensed in glass bottles anymore, the choice to present it in this container distinguishes it as nostalgic and thus familiar, as opposed to the vague and thus anonymous food that the ad is not promoting. This dichotomy of the indeterminate food and prominent Coke bottle serves as one example of the duality I will discuss throughout the essay: Salma Hayeck resembles the Coke bottle’s distinction in contrast to the unknown people also featured in the commercial[3]. Additionally, the ad evokes affiliation from audiences with its text “Craving” “Coca-Cola” “Real,” which resonates the company’s previous slogan, “The Real Thing.” Essentially viewers acknowledge the reality of Coke through their memories of prior ad campaigns.