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Semiotic Analysis

Introduction
• Ad selection on a basis of a common theme

• Products use interaction between the sexes, generally


on a sexual level as product benefit

• Purpose – To identify an underlying structure if any


exists – the ‘langue’ that governs such communication

• Ads across categories

• TG – Both the sexes


Various aspects covered
• Depiction of both the sexes
• The attractor vs. the attracted
• The basic storyline – Various paradigms &
‘signification’
• Visual elements in the surrounding
• Lighting cues
• Shots, Camera Angles and Focus
Paradigmatic Axis
S
y
n
t
a
g
g
m
a
t
i
c
A
x
i
s
Ibrew
Coopers
Extra –
diegetic
gaze ie ge t ic gaze
Intra – d

g s h adow
n
h t directi
Lig
d s w oman
towar
• Camera focus
• Male body posture
• Lady’s body
language
• Bed
• Room decor
Whitene
ss
An attempt at the Langue
• Ambience conducive for sexual activity
• Story paradigms
• Gaze & posture – an important tool
• Progression in relationship
• Product usage rarely depicted
• Use of anonymity
• View of an onlooker – peeping tom
Thank You
• Akhilesh Nath
• Amit Monteiro
• Anuja Maheshka
• Karandeep Singh
• Melanie
• Neha Israni
• Yogesh Gajria