Semiotics -

Semiotics -

The study of signs and symbols. Every aspect of media is a sign E.g shot type, camera angle, graphics, font. 

LOREAL advert 

Step one - Denotations 
  • model
  • hair products 
  • purpose of the hair product
  • the brand 
  • specific aim of the product
  • colour scheme
  • promotional offer
Step two - Media language 
  • Red background and red colour scheme - setting
  • Red connotations - symbolic of love and passion
  • Model in the middle of the advert - Muse en scene 
  • Bottles of product at the bottom - Z line from the models eyes 
  • Palm of hand outstretched - Gesture code 
  • Use of using "Paris" - Has many connotations, use of anchorage  
Step three - Reading too much into things (deeper meaning)
  • The colour red for the background is connotative of love and passion and individuality.
Step one - Denotations 
  • A family 
  • Red car makes it bold and stand out
  • Setting of a desert 
  • Family holding a selection of 'ancient' objects 
Step two - Media Language 
  • Red car - expensive car shows wealth and shows how powerful the car is - colour connotations 
  • Family holding ancient objects near the boot of the car, conveying that they can fit it all in - Muse en scene
  • "never stop discovering" slogan - use of anchorage emphasises that this car is for discovering things
  • The kids in the advert are pulling faces and playing around - use of gesture code to convey that this car is fun.
Step three - Deeper meaning 
  • Red represents superiority, the audience knows that to show something off it has to stand out from the setting and the rest of the 'crowd'. The colour red also has connotations of great power.
  • Desert is representative of the bleak, boring setting in comparison to the bold car and the happy family that models the car. 


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