Semiotics Analysis

1] Fair and Lovely Advertisement

 

Various signs [signifier + signified]

Ø  Direct eye contact

·         Looking directly at the camera and making eye contact with the viewer.

·         By looking directly, the woman shows us that how the product is helping her and it could be in our case also if we start using it.

 

Ø  Division of frame in two parts

·         The face is divided in two parts. The left one is draped with a pink cloth or scarf and the right one is shown clear and bright.

·         The partition is generally used to compare two situations. Here it is used to show a particular difference between the results of using and not using the cream.

 

 

Ø  Texts used in advertisement

·         In the left side of the image it is written as ‘odhani’ in Indian language (means scarf) and in the right image its written ‘Fair & lovely’. It signifies that draping a scarf is of no use, you cannot get rid of tanning or dark skin unless you use Fair & Lovely.

·         It is shown that the price is reduced and so now it is more reasonable to buy.

·         Font-

o   Font color is pink and the ‘&’ between is given a shiny look that implies that by using it you get a shine on your face and thus in your life.

o   The font used for writing fair and lovely is casual, but the font used for stating that it contains advanced multivitamin is very formal and implies that it is a scientific and researched thing and very reliable.

 

Ø  Color theme

·         Pink color is vigorously used for femininity.

·         White color signifies the brightness, fairness and beauty of the woman.

·         Pink and white collectively signifies a strong belief that white complexion with pinkish shade, brightness, pink lips, fairness, etc. defines a beautiful lady.

 

Ø  Light effects of the poster

·         The right face is brighter than the left one.

·         The left side of the image is almost covered with a pink scarf, and a dark yellow shade in the upper part, while in the right side the face is placed on a white background with little yellow shade.

·         The whiter portion in the right image is more than the left one (shining sun is shown).

·         The face is clearly visible on the right side with pink lips and a smile.

·         On the left side only the eyes portion is visible and that too in dark complexion.

·         We can also see a difference between the makeup and hair visibility in both the sides

 

Ø  Denotation - By applying Fair & Lovely you will become fair, beautiful, and confident.

Ø  Connotation –

o   Tanned skin and dark complexion is disliked by the society. If you are fair then you are beautiful, can achieve your goals, you can be confident, and you are accepted heartily by the society.

o   The product image is shown in a small frame which signifies that it's a very compact product. Easy to use and carry. It has an image of DNA that signifies that it is scientifically proven and medicated cream and can be relied upon.

o   The sun is shown in the right image which signifies that even in scorching sun skin is not affected as she has applied the cream.

 

Creating or supporting a myth

·         The ideology of this advertisement is that those who are fair are lovely and beautiful and are more successful.

·         Myths that the advertisement is creating -

o   Dominancy of white complexion.

o   Use of scarf to protect oneself from the heat and pollution is useless.

o   Pink color signifies femininity and beauty.

o   White color signifies purity.

o   Fairness of female signifies success, happiness, and satisfaction in life.

o   The advertisers create a beauty myth and the name of the product fair and lovely together signifies that lovely is always comes after the fair i.e., if one is fair than only she can become lovely.

o   In the Indian context females are mostly judged upon their complexion. Her credibility depends upon her fairness.

 

 

 

2] Gucci Guilty Advertisement

 

Various signs [signifier + signified]

Ø  Direct eye contact

·         The man is looking directly at the camera and that conveys the meaning of confident and bold attitude.

·         This type of look tries to create a connection between the person in the photograph and the viewer of the photograph.

·         By directly looking into the eyes of the viewer the actor is conveying that this could be ‘YOU’ if you also use what I am using.

 

Ø  Frame is covered by 3 things - man, woman, and Gucci perfume

·         The perfume - The position and the angle in which the product i.e., the perfume bottle is placed in the frame. By keeping it in the front and slightly making an angle... they try to convince or show the audience that the reason behind the thing or situation that is happening in the background is the perfume.

·         The man - looking directly and sending a message that he is confident; he can attract women because he is using this perfume. The hairstyle, beard style, his visible muscles and collarbone and the bare chest shows the masculinity. They are trying to convince the younger generation or the audience that this type of look is needed by a man to feel confident and attract women. The chain he is wearing can be considered as a platinum chain with a 'thunder' sign. Idea of wealth and rich man is shown here, and the sign thunder signifies lightening, tremendous energy, electricity and here it creates a sense of importance of a man and that he wears chain that suits his personality. Wearing a chain with a pendant also signifies the style statement.

·         The woman – the woman here is looking at the man. Her face angle is kept in such a manner that her nose is seen near his neck. Her slightly opening mouth shows that she is breathing in the fragrance of the perfume and while sensing the fragrance she is getting seduced, so she directly looks at the man. There is a tattoo at her back. The text written as a tattoo is ‘all that we see or seem Is but a dream within a dream". Not sure about the intentions of showing the tattoo here, but it could be said that it goes with the idea of modern and bold woman and also the color of the product and color theme of the advertisement. This poem was written by Edgar Allan Poe, whose works were mostly on gothic genre and dark romanticism.

 

Ø  Texts used in Advertisement

·         GUCCI GUILTY pour homme - pour homme means for men in French.

·         Guilty is the name given to the perfume range here and Gucci is the brand name.

·         It could be a possibility that the word guilty is used for this perfume because it is responsible for the attractions felt by women towards the men because if its fragrance OR culturally the explicit display of sexual desire is not acceptable by the society but by using this perfume one cannot stop herself by showing it because the man is using this perfume, and the feeling of guilty pleasure is intended to show here which also suggest the reason behind the name given.

·         Initially Gucci launched the perfume range only for women and now they launched for men too...that's why pour homme (for men) is labelled.

·         Other texts used in Advertisement are for tattoo and name of perfume written on bottle.

 

Ø  The logo

·         The logo of Gucci contains two G's. One with capital letter G and another G on it but inverted. Two G's are there because of its founder name Guccio Gucci. Here G is also aligning to the name of perfume- GUILTY

 

Ø  Focus of light (brightness)

·         The light is focused from the front on man, woman, and the product. The background is kept dark to highlight the brightness on these three main elements of the frame. Also black color used here signifies power, passion, formality, authority and depth.

·         By studying several advertisements of perfume, it is noticed that the theme of the poster is often based on the color of the perfume bottle (e.g., Jimmy Choo Man, Davidoff Cool Water and Roberto Cavalli Perfume)

 

Ø  Denotation - now the perfume is also available for man.

 

Ø  Connotation - One can look and feel attractive by using it. Any man can become like the handsome man shown in poster if he buys this perfume. His partner, or any women will feel sexually attracted to him because he would be smelling great. Here it also implies that not only any normal female, but a very beautiful and modern female will be attracted towards him.

Creating or supporting a myth

                   Here the stereotypical ideology is observed that the attraction of women towards men is because of their fragrant body odor. There are several myths that this advertisement is creating such as - Applying this perfume is a status symbol as only wealthy, rich and handsome looking men wears this perfume. If you are willing to be one of them or if you are already one of them, then already you must be using this. Natural body odor of men is not liked by anyone and if you do not use perfumes no one is going to think worthy of you. It also creates a myth that women do not care about the nature, behavior, likes- dislikes or compatibility to be with someone. Only smelling good and seductive will be enough. Also, a strategy of advertising something through one of the popular personalities among the masses is used here. Chris Evans (captain America) is photographed here, as he is liked by many and this strategy impacts the sale of products in many ways. Here they are trying to convey that by applying perfume, a woman was able to seduce a man and now even man can do that because they are bringing out a version for man.