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| Porsche advertisement |
The image above shows an example of a sign. As a sign, the image contains a signifier, signified and a connotation. Additionally, Nöth (1995) states that the signifier is said to be the the literal sign that is represented while the signified is the concept of the sign that is required for it to be understood. The signifier and signified work together to form a sign that is familiar but its interpretation of it is dependent of the connotation (Chandler, 2007). The concept of connotation refers to the relation of the sign towards any reference or analogy that is associated with the literal sign (Sebeok, 2001).
With all of these concepts combined, it is now possible to analyse a sign, which in this case is the advertisement above. First of all, the image contains signifiers of an attractive, blonde woman sitting inside a car with black interior and the symbol of the Porsche crest is seen. Other than that, the caption below the text is written in black against a white background. At the far right of the image, there is again the Porsche logo. The signified in the image above is wealth, beauty and sophistication.
The connotation that is represented in the photo that wealth help make your life easier. This can be seen in how the woman dresses. Additionally, the use of the white background against the image and caption represents sophistication and precision (Gage, 2000). This theme continues due to the image positioning as we can see the dashboard of a car. The instrument dials and buttons can be seen. Other than that, the caption provides more information about the car and reveals the standard equipment available. This leads to the main connotation that buying a car from Porsche will make your life better.
In conclusion, the use of the signifier and signified are important because they are needed in order to create a connotation of a sign. However, it must be taken into account that one interpretation from a person does not mean that it is correct because connotation depends on the person seeing the sign. This means that there is more than one interpretation towards a sign.
References:
With all of these concepts combined, it is now possible to analyse a sign, which in this case is the advertisement above. First of all, the image contains signifiers of an attractive, blonde woman sitting inside a car with black interior and the symbol of the Porsche crest is seen. Other than that, the caption below the text is written in black against a white background. At the far right of the image, there is again the Porsche logo. The signified in the image above is wealth, beauty and sophistication.
The connotation that is represented in the photo that wealth help make your life easier. This can be seen in how the woman dresses. Additionally, the use of the white background against the image and caption represents sophistication and precision (Gage, 2000). This theme continues due to the image positioning as we can see the dashboard of a car. The instrument dials and buttons can be seen. Other than that, the caption provides more information about the car and reveals the standard equipment available. This leads to the main connotation that buying a car from Porsche will make your life better.
In conclusion, the use of the signifier and signified are important because they are needed in order to create a connotation of a sign. However, it must be taken into account that one interpretation from a person does not mean that it is correct because connotation depends on the person seeing the sign. This means that there is more than one interpretation towards a sign.
References:
- Chandler, D. (2007). Models of the sing. In D. Chandler (Ed.) Semiotics: The Basics (pp. 13 -17). New York: Taylor and Francis.
- Gage, J. (2000). The contexts of colour. In J. Gage (Ed.) Colour and Meaning: Art, Science and Symbolism (pp. 11 -21). California: University of California Press.
- Nöth, W. (1995). Sign and meaning. In W. Nöth (Ed.) Handbook of Semiotics (pp. 79 - 115). USA: Indiana University Press.
- Sebeok, T., A. (2001). The study of signs. In. T., A. Sebeok (Ed.) Signs: An Introduction to Semiotics (pp. 25 -36). Canada: University of Toronto Press Incorporated.
Some good work here. But you got the signified and connotation reversed. The signified is a blonde-haired woman sitting in a Porche Boxster. The connotation is wealth and sophistication for the modern woman.
ReplyDeleteSome good negotiation with the readings.