Semiotic Analysis Of a Rolex Add

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The following semiotic analysis will discuss the sign and sign systems within the advertising image for Rolex. The analysis will involve the way signs interact with each other throughout the image. These will include with function of signifiers, the paradigmatic value of the image, the use of the gaze, myth and ideologies within the image. The intended addressee for the following analysis is a professional woman. The two elements within the sign work together in in giving the addressee meaning and understanding. One of the two signs systems is called the signifier which can be described as the material effect of the sign as you see it; this is the sensory impression of the sign, and the actual mental image it leaves with the addressee (Study Guide CMM19, PG 21). In the image of the ad for Rolex it is clear to see that the main signifiers are the image of the woman, the watch, the Rolex logo and the text within the ad, these are material things on the page in which we can see and then leads into the second process called the signified, the mental concept in which accompanies the signifier, this is the general concept invoked by the sign to the addressee, it is what is actually ‘signified’(Study guide CMM19, PG 20). In the ad for Rolex the woman takes stance on the page looking down towards the addressee, she is beautiful and dominant, the light in the image gently highlights the left side of her face and body and the text in the far left corner ‘1927’ gives the image a classical romantic sensation to the addressee . The signifier and the signified work together in the process called signification, this usually works in a upward motion from the signifier to the signified, we first notice the signifiers in which this case is this woman and the watch then we notice what she is wearing her stance her posture then we make the mental
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