What you see is a cultural pattern, gorgeous woman after gorgeous woman, representative of some product selling that product, but more essentially selling that product's image. Upon coming across this ad I observed something different, something that was being said that was a little out of line from the other ad in the magazine. Granted the ad is still selling an image, but what this business, Esprit, is selling is something that is clearly trying to be different from the rest. At first glimpse the ad's connotations did not fit into the code we have for femininity, a code exploited by other advertisements.
This paper establishes that a semiotic analysis of visuals can be tested against viewer responses to recognize patterns of meaning construction. Generally, more viewers notice iconic message elements than symbolic or indexical elements. Nevertheless, the elements with symbolic meaning, fewer though they may be, may generate greater impact than message elements with high iconic meaning.
Semiotics, or semiology, is the study of signs and symbols, both individually and grouped in sign systems (Thwaites, Davis, & Mules, 2002). It embraces the study of how meaning is made and understood. Semioticians also sometimes observe how organisms make predictions about and adapt to the semiotic niche in the world (Thwaites, Davis, & Mules, 2002). ...
In the case of resounding ads, the experience of pleasure attained through effectively decoding the meaning should produce liking for the ad. Berlyne's (1971) work on the psychology of aesthetics gives additional support for the satisfying impact of stimulus ambiguity and incongruity (Redfern 1982). Both of these stimulus properties are among the collative variables found to motivate arousal. Berlyne (1971) recapitulate evidence that arousal may be connected to pleasure in two ways, which he terms arousal boost and arousal jag: reasonable increases in arousal may be pleasurable in themselves, or an increase in arousal which is then improved may yield pleasure. An assumption that brings about this application of Berlyne's work is that significance generates only a moderate degree of arousal. Extreme arousal, in Berlyne's view, ceases to be satisfying due to the non-monotonic relationship between arousal and pleasure.
Semioticians categorize signs and sign systems in relation to the way they are transmitted (Chandler, 2001). This procedure of carrying meaning depends on the exercise of codes that may be the individual sounds or letters that humans apply to form words, the body movements they make to demonstrate attitude or emotion, or even something as general as the clothes they wear (Chandler, 2001). To coin a word to refer to a thing, the community must concur on a plain meaning within the language. But that word can convey that meaning only within the language's grammatical structures and codes. Codes also correspond to the values of the culture, and are able to add new shades of connotation to every feature of life (Chandler, 2001).
The primary thing I observed looking at this advertisement is how my