SSK2014 COMMUNICATION THEORY

(CHOOSE TELEVISION ADVERTISEMENT/COMMERCIAL

AND ANALYZE USING THEORY COMMUNICATION)

NAME: FARANIZA BT MAT ISA(30156

NORASHIDA BT SULAIMAN(31842)

LECTURER: KHADIJAH BT MOHAMAD TUAH

DATE SUBMIT: 22 / 11/2012

1) Name the theory at the outset. Indicate very loosely what the theory is about and give a

general and brief description of what the advertisements are about.

Semiotic theory is one of the theory pascamodern it important enough and widely used.

This theory invites us to understand works of literature through signs or symbol that we find

in the text. This theory holds that in a text there a many signs and reader or analyst should be

understand what is meant by these signs.

The advertising used to reflect the semiotic theory is related advertising The New Skin

Care Range from Gillette India and Coca-Cola Fizz City taken from youtube. This

advertising has its own interests and privileges to be discovered by the advertiser.

The advertisement The New Skin Care Range from Gillette India signifying the

advertised product display features such as personal hygiene, freshness and health. This

advertising also reflects the best a man cans get. The advertisements about gilette display of

how a man who has a face problems trying to solve the problem by using gilette.As the result,

this man can get skin fresh and healthy. This is because, when using gilette this guy has a lot

of confidence to style.

'Coco-cola Fizz City’ it is signifying the products supposed qualities, energy, hope

happiness, freshness and vigor. Enforcing this image are signifiers which allow the recipient

to view the product as hygiene and refreshing, and even as drinkable as the coco-cola in

which the subject is shown to be immersed in.The bottle of Coco cola is given physically

descriptive qualities, namely through its cold, chilled appearance insured through the

droplets of water on the bottle of implies the tangible, refreshing, happiness status of the

product through the relationship between the signifier, the 'droplets' and the signified, which

is cold.

2) Give a summary description of the theory (based on your understanding)

The semiotic history have started since Greek time, that is time Plato and Aristotle.

Both figure commenced a language the theory and meaning. However shortly after era, this

theory is felt to be appropriate, and use and the dominance began to fade.

The goal of semiotics is interpreting both verbal and nonverbal signs. The verbal side

of the field is called linguistics. Roland Barthes was mainly interested in the nonverbal side

multifaced visual signs just waiting to be read. Semiotics connotative greatly expanded in the

study of literary works. Its central figure is Roland Barthes, who indulged in the second

meaning behind certain forms.

Based on the developed Saussure semiotics, Barthes developing two tiered labeling

system, which he called the denotation and connotation. Denotation system is a system

markers first floor, consisting of chains of markers and signs, the relationship materiality

markers or abstract concept behind it. On the connotation or labeling system for the second

floor chain markers /signs on the denotation be a marker, and thus related to the other sign on

the chain markers higher.

In detail, Barthes in his book Mythology explains that the significance of the system

consists of a sign relation (R = relation) between the sign (E = expression) and meaning (C =

content). Significance of the sign system is divided into a system of first (primary) called

denotative system and the second system (secondary) are divided into two the system and the

system connotative metalanguage.

In donatative system exist among sign and the meaning, whereas in connotative

system is expansion on sign significance (E) in denotative system. Meanwhile in

metalanguage system on expansion on meaning significance (C) in denotative system. Thus it

can be concluded that the system connotative and metalanguage system is an extension of

denotative system

. C) Discuss the relationships between the theory and the advertisements that you are

examining. Show, step-by-step, how each part of the advertisements can be addressed by a

particular part of the theory. Every aspect of the theory should be addressed in the analysis.

Advertising is one driving factor in the advance of globalization. For many brands,

advertising and marketing strategy are what make products distinct in the minds of

consumers- a term, design, logo or feature that sets one brand apart from another (Badal,

Melewar & Small, 2006). It is important to understand the advertise of Coca - Cola have a

relationship with Semiotics Theory.

Semiotics Aspect

A) The term "sign"was introduced around 1900 by the Swiss linguist Ferdinand de

Saussure, who is sometimes called "the father of modern linguistics".Sign also means

as visual of language. Based on advertise of Coca cola, the display of bottle showed

water that can be drink. In its advertising, the lettering style and the related visual

images of young people at a sunlit beach provide connotations of youth, freedom,

vitality, happiness. In the video minute 00.15 to 00.18 showed that when young man

drink the Coca Cola imposed them to happiness and feel satisfaction in attitude when

dancing after drink Coca Coa.

B) The term signifier is term of colour. Colour represent the denotative meaning of the

color of red will automatically reminds us to the Coke. Moreover, according to

Flaminggo International, red is a powerful signifier of danger, power, lust, passion

and evil, then the color red depict the power of the company -which symbolize the

authority of bourgeois society- in dominating the world indirectly. In the minute 00.27

to 00.30 already display the term colour of Coca Cola. The usage of the color red is

quite common in the food sector. Red is firstly the most recognizable color. Apart

from this feature, it is also a dominant color. In this context, Coca Cola’s second color

choice, white, is understandable. While the red background attracts the attention,

white logotype is more perceptible. This color combination is very suitable for a

product sold on the shelves.

C) Next is the term of signified “cool”. Its explain the words of refreshing and cool. This

language persuade people to have a try of Coca Cola when feel hot and does not

comfortable in the situation. Video display this term in minute 00:01 until 00:25when

one young man walk at the street in hot weather and feel sweat. Lastly he drink Coca

Cola and feel fresh and gain back his energy. The video also showed a group of

people who watching game football and does not comfortable but after drink Coca

Cola they gain back their spirit from feel weak.

Next is the study of Gillete Skncare advertisement. In the case study of this video

the term of semiotics related to explaining the video.

A) The term of sign “brand”. The brand of gillete skincare is a commercial

international product. This brand use celebrities to promote their brands. And

when a customer buys a product endorsed by a celebrity they admire, they can feel

a connection with that celebrity on some levelthrough that product, regardless of

whether the celebrity actually uses it. Otherwise, there a lot product of skincare

have their brands to influence customers.

B) The term of signifier “Logo”- logo that have been used in this video is “The Best a

Man Can Get” The Gillette Fusion advert is not ‘male’ in that it can be sexed, but

instead male orientated: the product is aimed at men and the advert thus uses

codes and conventions that are stereotypically masculine, when viewed through a

western schema: that which a subject has learnt through experience (Colman

2001: 653) but it is noted that these codes are recognisable to both men and

women and that the impact of them differs depending on the gender orientation of

the reader. Codes can also be read against their intended meaning, but for the

purposes of simplicity I will not be attempting to read feminine codes into the

‘masculine’ text, instead simply identifying the amount of stereotypically male

and female codes in each text respectively. Many signs are ‘arbitrary’ there is no

direct resemblance between a sign and that which is represents, only a connection

known by users of the framework between sign and meaning (Saussure, cited in

Cook, 2006: 66) .Within the ‘male’ advert, their are used many stereotypical male

markers, indicating that is product is for men, and asserting the masculinity of the

target demographic by confirming how masculine this beauty product is.

C) The term of “ Beauty and health”- When customer know the brand and logo of

product they will understand that the effect that they get as a result of beauty. A

beauty product, aimed at men, is difficult to make appealing, personal hygiene and

beauty being associated with domesticity and thus, men conforming to

stereotypes, may feel emasculated and thus may be less inclined to purchase the

product. Advertisers are constantly trying to tap into new niches to boost sales,

encouraging men to use cosmetics is one such example of this (Brierley, 2002:

14). In the video we can see that the celebrities wash his face to refresh back their

face and to removed the dirt that has been absorbed by the skin. This product also

rates explain that the visual as a object of health. Cleansing failure lead to other

diseases.

REFERENCES

Chandler, D. G. Semiotics: The Basics. Taylor & Francis, 2007.

Eco, U. Theory of Semiotics. Indiana University Press, 1979.

Ron Beasley, M. D. The Semiotics of Advertising. Walter de Gruyter, 2002.

Vellnagel, C. C. (2011). Semiotics and Shock Advertisement. GRIN Verlag.

Wolde, E. J. A semiotic analysis of Genesis 2-3: a semiotic theory and method of analysis

applied to the story of the Garden of Eden. Van Gorcum, 1989.