Kaunas University of Technology

Faculty of Economics and Business

Semiotic Analysis of Advertising

Prof. Agnė Gadeikienė

Lecturer

Deepak raj Suresh Kumar

Student
Kaunas, 2020

TABLE OF CONTENT
Introduction.....................................................................................................................................2
Feminine touch............................................................................................................................... 3
Ritualization of Subordination.........................................................................................................5
Function ranking ............................................................................................................................ 6
The ritualization of subordination.................................................................................................. 7
Licensed withdrawal ...................................................................................................................... 8

SEMIOTIC ANALYSIS OF ADVERTISING

Introduction:

Here in this paper, we are going to analyze the Semiotic analysis of different types of
advertisements and going to amylase what they are trying to convey to their audience.

The advertisements that are used for this study are as follows:

1. REVLON
2. DOVE
3. GUCCI
4. ALL CLEAR
5. VENUS
6. Calvin & Klein

Feminine touch
 Signifiers Signified

Nail enamel The beauty of the enhanced nails of a women

Text “ 60 Seconds” Sets in the nails within 60 seconds.

Self-touching Conveying the sense of the body is being a

delicate and precious thing.

bold look Indicates confidence, courage, and

fearlessness

Up chin Brave and confident

Black background with red and white text Indicates the luxuriousness in the picture.

Words ‘Top speed nail enamel with built-in Get the audience attention by saying the
top coating’ features

Feminine touch
 Signifiers Signified

Different skin tones Says that the product is suitable for all skin
tones and the types

Words ‘good for your skin. great for your Gives a feeling that this product suits your
look’ own skin type

Women picture Shows strong influence on buyers

or customers

The golden image of the product Indicates the glowing skin under all
circumstances

Black background Elegance and sophistication

Unique dress code This exposes more skin with different skin
tones and evenly spread tone all over the
body

4
The ritualization of subordination
 Signifiers Signified

Size of the male The man is significantly bigger than the

woman and it shows shes attracted t him

Man and woman Sexuality, vulnerability, and seducing

Word ‘GUCCI GUILTY’ It represents the power of the brand and the
advantage of using it

Black Background Elegance and sophistication

Dominance The dominance of the manliness is exposed

in a submissive manner

Product picture The product itself in the bottom corner of the

page but still it grabs most of the attention by
putting it on the front

Function ranking
 Signifiers Signified

Colour blue Indicates the freshness in the product

Dark theme To show clearly there is no white dandruff

Word ‘100% Dandruff free’ Means your scalp won’t get dandruff if
you use this

Stadium Product especially for those who do sports or

sweats a lot

Bold look Creates confidence and control

Man The product can be used by male athletes

and professionals

Influencer More audience and trustworthiness

6
The ritualization of subordination
 Signifiers Signified

Classical picture The multi vibrant classical picture gives a

romantic mood

Man and woman Sexuality, vulnerability, and seducing

Man’s hand on woman’s leg Feeling the gentleness

Razor The product played a vital role in the

gentleness of the smooth skin

Word ‘Goddess if I love you’ Femininity is enhanced and shows it is a

female product

Slightly smiling Happy

7
Licensed withdrawal
 Signifiers Signified

The bold look of a man Confidence and power

Control Man has more control

Man on top Man is dominant here

Pink shades This indicates the advertisement is more for

women

Look of woman She deserves the needs with full confidence

Postures Confident and fearlessness

Word ‘Euphoria’ Says happiness