A single frame syntagmatic image for a Natrel Plus advert

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Kayleigh Horne 12N 17th October 2002

Natrel Plus

I have been presented with a single frame syntagmatic image for a Natrel Plus advert. It has been encoded so it can represent a preferred meaning and so is possible to decode and fragment it into several meanings. These consist of denotation, connotation, arbitrary and the paradigmatic choices contained within the ad. I will also be looking at anchorage, saying how the text makes the image what it is and the iconic, symbolic and indexical signs shown in the image.

The preferred meaning of this advert is that Natrel Plus deodorant lasts at high temperatures. The letter also gives the meaning out very clear as it is from his sister whose informing him of this new deodorant. She is basically saying if he wears the deodorant and flies to close to the sun it will keep him cool and he will therefore not die.

The denotative aspects of the image are a yellow ball representing the sun on a red background. Yellow streaks cross the red sky showing breaks in the sky where the suns rays have broke through.

An ocean is present and it is also a red colour like the sky but also contains shades of black. Large rocks protrude from the water as black silhouettes against the vast redness. Like the sky, a golden glow is visible as the image ends.
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A piece of parchment covers the bottom of the syntagmatic image. In the bottom left corner the anti-perspirant deodorant spray is visible. It is in a white can with the name 'Natrel Plus' displayed across it. There is also a letter saying:

Dear Icarus,

Natrel Plus has a new natural ingredient that's temperature sensitive - releasing fresh protection every time your body heats up.

Be Cool

xx Sis

The letter is burnt around the edges and in places is a brown colour. This gives the letter an old look, and the strip of ...

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