In the third section, semiotic analysis is done on the advertisement of United Colours of Benetton and has been interpreted depicting the underlying meaning of the advertisements. Semiotic Analysis Semiotics deals with symbols which occur in the form of pictures and text along with underlying meaning. Since advertisements both print and television tends to make an extensive use of signs and symbols in order to generate awareness about the product and the brand along with cultural meaning (Murphy, 2007). Semiotics has been applied in various fields such as film, medicine, theatre, zoology, architecture and other fields which involve communication and transfer of innovation. Two key notion of semiotic analysis are signs and relations. A text like ‘Star Trek’ can be interpreted as system of sign and the meaning stems from system and sign which ties them together. In semiotic analysis temporary and arbitrary separations are made in between the form and context and attention is mainly focused on the system of sign which makes the text. The essay deals with signs and not text so the discussion will mainly involve signs and its forms. Semiotic is concerned with sign and are made up of three main areas which includes are the sign, codes and the culture. According to Saussure a sign is a combination of sound image and concept by signified and signifier where signifier may constitute actual objects like lines or backgrounds and signified is the actual concept in one’s mind (Tsotra et al, 2004, 4212). Signs are mostly used in advertisements as sign of symbol which are used by corporate to create an identity (Berger, 2004, p. 11). In cases of images or pictorial advertisements takes into consideration three different types of models which are narrative model, rhetorical model and finally the Laokoon model. In the essay image analysis will be used to interpret the three advertisements of Benetton. Semiotics can be related to brand management as it helps the researcher to clarify issues with regards to brand identity, the personality along with the association which the brand communicates in the current environment. By means of locating the meaning of packaging, logo, and the messages send through advertisements, semiotic analysis thus enables marketer’s to tie brand communication with brand legacy and marketing strategy and remain relevant in the changing environment (Oswald, 2007, p.4). Benetton is among the strongest brand globally and one of its biggest advantages adding to the popularity of the brand is the advertising strategy of the brand. One of the biggest accolades for the company was for its practice to separate the products from advertisements. Benetton group is famous for its unusual themes and techniques used in advertising where most of the ads puts u a debate or controversy. Benetton utilised “shock value” along with the reality of the images in order to grab the attention of the viewers to make the brand memorable. Unlike advertisements which usually are centered on the product and image of the brand, advertisements of Benetton address political as well as social issues like child labour, pollution, death, AIDS awareness radical integration and others. The company tries to communicate to the world regarding such issues and not just sell accessories and apparels. Benetton has over the years created worldwide recognition through its advertisements themes which
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Marketing Communication Contents Introduction 3 Semiotic Analysis 3 Conclusion 10 Reference 12 Introduction The study aims to demonstrate how semiotics is one of the powerful tools in order to reveal concealed meaning in advertisements. The essay deals with print ads of UCB and aims to depict the underlying meaning of each of the three print ads…
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