• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month
Page
  1. 1
    1
  2. 2
    2
  3. 3
    3
  4. 4
    4
  5. 5
    5
  6. 6
    6
  7. 7
    7
  8. 8
    8
  9. 9
    9
  10. 10
    10
  11. 11
    11
  12. 12
    12
  13. 13
    13
  14. 14
    14
  15. 15
    15
  16. 16
    16
  17. 17
    17
  18. 18
    18
  19. 19
    19
  20. 20
    20

'Semiotic analysis of an image of your choice'

Extracts from this document...

Introduction

Media studies MED 103 Introduction to Media Theory Assessment 1: 'Semiotic analysis of an image of your choice' Introduction: The aim of the essay is to undertake a semiotic analysis of an image, in this case a magazine advertisement, and to comment on the strengths and weaknesses of this approach. Using analysis of: * Denotation vs. Connation, * Signifier vs. Signified, * Codes, * Signs, * Representation of reality. The image will be dissected into its individual building blocks in order to assess its effectiveness as an advert and its commentary on society today, also discussing whether semiotic analysis is the truest discipline to follow in this case. Denotation vs. Connation, Signifier vs. Signified: The image I have chosen is a magazine advertisement for 'Heinz Big Soup'. In order to analysis the semiotics of this image I will firstly discuss what is visibly present in the image (known as the signifier) and what the suggested meanings are (what is signified). The main focus of the image is a large, seemingly well made cooking pot with a violently broken handle, in the lower right hand corner there is a picture of a can of 'Heinz Big soup'. The pot is positioned on a warm beige background and there is no text. What is denoted in the image is a pot with a broken handle and a can of soup, however there are underlying conations as to what the suggested meaning of this image is. ...read more.

Middle

Textual codes play a role in the way in which an advert is interoperated. In this advert the camera work gives the text a feeling of warmth and comfort, conjuring up images of eating the soup by a fire side on a cold winters evening. If the colours were to change for instance, this may give the text a different meaning. The main focus of the text is the broken pot with one half of the handle in the foreground, the wood violently snapped and the metal bracket inside the handle twisted and broken. Because of its placement in the text it is clear to see in detail the violence of the handle breaking, signifying the quality of the soup (see above). If this handle were to appear in the background what is signified would be ambiguous. The viewer must decode all these elements in order to understand what is signified by the advert. Signs: The sign is the relationship between: * "A 'signifier'- the form which the sign takes; and * The 'signified'- the concept it represents". (Saussure: 1983) The sign is the result of these two elements accessed together. There are signs that have to be interpreted within this advert for it to be understood in the context it is meant. In order for the viewer to understand this image they would first have to be aware of the following facts: * Understanding what soup is. ...read more.

Conclusion

It is a way of making common sense of our own reality and a way of recording the way things have changed in society: (Schroeder: 1998) "...there is nothing natural about our values; they are social constructs that not only vary enormously in the course of time but differ radically from culture to culture". Conclusion: This advertisement signifies big, chunky soup that in reality would not break the handle of a cooking pot; this is just reinforced in the advert as it is assumed that in this case it has. Consumers are aware that the sign is exaggerated in this case; however the mental concept remains clear. Other adverts for this product have revolved around a similar principle, one in particular denoted the back of a lorry, empty apart from a can of 'Big Soup' signifying the same element s again and using the same codes, a whole lorry is not needed to transport one can of soup. This advert seems to be aimed at both men and women, it was collected from a men's 'motoring' magazine, however sociological ideals dictate that women would undoubtedly be interested also. The advert is affective, humorous which make it memorable, conveys its message without become complicated or even offering a gender identity. The only comment it makes regarding society is that soup has little or no gender identity and consumers are hungry so they need 'Heinz Big Soup' providing they have a cooking pot that is up to the job of preparing it. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our University Degree Paper-based media studies section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related University Degree Paper-based media studies essays

  1. Semiotic Analysis of Advertisements

    The diamond necklace connotes extravagance and sophistication, the sequined boob tube connotes a fun, bubbly nature and endorses her slim body and sex appeal. The picture is taken at an angle where her long blond hair is flowing gently away from her face revealing her green eyes (green traditionally being the colour associated with envy).

  2. Representation of Black Women in Vogue UK: Is Fashion Racist?

    The intentions behind the 'Black Issue' of Vogue France were beneficial and aimed at the recognition of black models and their beauty. However, the way these representations were constructed can be contested as to whether they are beneficial or not.

  1. In this critical analysis I aim to identify and examine how the Benetton Group ...

    also gain the public attention of 'important social problems' as well as increasing their brand awareness. Toscani's interpretations of representing difference among these ordinary people caused a controversy in the All the Colors in the World 1984 campaign where, by their own admission Benetton (2009)

  2. My essay will analyse the heroes in the following four texts, The Epic of ...

    He too subsequently fails, as his anxiety makes him break his promise so she fades back into the Underworld a second time, for eternity. These are both examples of how myths encompass universal truths that survive throughout time. Two such truths include the fact that no individual can attain immortality on earth and no mortal returns from the Underworld.

  1. Chocolate vs Vanilla

    Cacao can be pollinated by a variety of insects. [Maps of growing areas] (joyofbaking); (A.W., purdue) o Yields: 20-60 beans per cacao pod; about 400 beans for 1 pound cocoa paste; mixed with sugar, cocoa butter, and (sometimes milk) to make products.

  2. Building Brands without Mass Media

    the United Kingdom---a per capita consumption one-fourth the size of that in the United States. Buitoni, with a leading share of 18% faced two challenges. First, private labels, which held a total of 60% of the market, were a growing threat.

  1. Eudora Wetley "A Worn Path" symbolism analysis

    Her character, calculating from her age, has lived through all the developing stages of the status of blacks. Phoenix dreaming about but obvious she had yet to see of the day when children from her background, like her grandson, would have the same status, hold equal education and other opportunities

  2. This paper examines the influence that media has on adolescent females feelings towards their ...

    Because of its prevalence in everyday life, television is an important source for sociological analysis (Fouts & Burggraf, 2000). Murnen & Smolak (2000) found that television, more than any other form of media, plays an important role is shaping adolescent females' attitudes and views about society and social interactions.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work