Semiotic Analysis

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Assignment 1: Semiotic Analysis of Gender in Advertising Napoleon Perdis Advertisement Alex Simkin Gender variation is everywhere within the media, the roles gender play in advertising have been debated and extensively recognised in terms of fixed ideologies within cultures. An ideology is a set of social values, ideas, beliefs, feelings and representations by which people collectively make sense of the world they live in. (Stadler and O'Shaughnessy, 2008). The mass media is very important when communicating and reinforcing an ideology, media texts contain both dominant and subordinate ideologies, which can become challenging between each other. Ideology is communicated through the use of signs, including advertisements. Advertisements are one way to sell a product by creating a relationship between the brand and a particular lifestyle. It is clear that some advertisers are willing to manipulate these fantasies and exploit our gender identities to sell their products. The Napoleon Perdis advertisement I have chosen to do reinforces the stereotypes of men and women. Through the use of a semiotic analyse I will discuss the way gender is acknowledged within the Napoleon Perdis summer skincare advertisement. The advertisement depicts how ideologies seem so natural within our society. The features in this advertisement show how to get the perfect summer loving body through the use of a single product. The media are very pervasive, which results in advertisements being everywhere. “They are a rich source for a semiotic analysis, they are very carefully put together so as to have maximum effect on an audience, they are a form of propaganda, but will only work if they give audiences some form of pleasure” (Stadler and O'Shaughnessy, 2008). The Napoleon advertisement gives pleasure to audiences and creates a desirable. Semiology suggests that all communication is

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