Week 3: Decoding Advertising

Lecture Notes

​Key Points from the Text

Jonathan Bignell Deconstructing Advertising: Media semiotics pp 28 - 39

Semiotic Analysis of a Modern Magazine Ad

Literal Linguistic Message:

• Text is black on plain white background​
• Blocky, bold text 
• Includes brand tagline
• A 'thoughtful' quote

Connotative Linguistic Message:

• 'Look after it for the next generation' suggests you should buy it for your kids, guilt into thinking you are being considerate to them? Make you feel better about spending so much money on something because you can pass it on?
• 'Begin your own tradition' gives a sense of nobility, a great thing to start for your lineage

Denotative Image Signs

• Photograph of father and son - black and white
• Simple layout, only colour is used for logo

Connotative Image Signs:

• The father and son are close, suggesting brought together by the watch
• At first glance it could look like the son is wearing the watch since the two arms are in the same position
• Thoughtful, wistful expressions on both the father and son making it look like a touching moment
• The use of a black and white photograph gives it a luxurious and old fashioned look. Makes the brand and watch feel more expensive as its a 'classic'