Journalism & Communication
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A Semiological Analysis Of an Advertisement by DKNY Fragrances [Name of Student] [Name of Institute] Abstract This paper will seek to analyse an advertisement by the popular brand Donna Karan New York (DKNY) featuring a perfume for women. It will look into the specific ways in which this ad uses textual, connoted and denoted messages to sell its product.


It will lastly conclude on the ways in which the language of the advertisement serves to sell its product and whether or not this accomplishes its goal effectively. Keywords: semiological analysis; rhetoric of image; semiotics in advertising Semiological Analysis of an Advertisement The image under semiological analysis is an advertisement by DKNY for a perfume for women. This paper will analyse the way in which this advertisement uses symbols, visual cues and other coded ‘language’ to sell its product effectively. The theoretical basis for the analysis will be drawn largely from Roland Barthes’s essay ‘Rhetoric of the Image’, appearing in his 1977 book Image Music Text. Following a quick summary of the ideas from Barthes’s essay that are relevant to this paper, we will look closely at the advertisement itself for the different layers of meaning within it. The aim will be to try and identify elements and see whether they correlate to each other and ultimately join to promote the product as saleable or not. There will also be an attempt to locate this advertisement within the larger context of high-fashion advertising and the imagery deployed therein. ...
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