Back to Basics: Semiotic / Textual Analysis

Semiotics -
Semiotics is te study of signs and symbols. Every aspect of  a media product is a sign, whether it is a shot type, camera angle, graphic, font, sound effect, or any other part of media language. o, semiotic analysis is pointing out what the different parts of a media product mean.

Most exam marks come from semiotic / textual analysis.
What is it?
What does it mean?
Why was this encoded?
How does the audience interprets this?
What effect does this message have on the target audience // the group being represented?

L'oreal Advert - Dennotations
Paris
Red
Woman
Free Conditioner - Giveaway
Bottle
White
Gold ribbon
Slogan
Lipstick
Flowing hair
Expert -premium product

L'oreal Advert - Media Language
Red Background - Setting
Young Woman - Mid-Shot
Palm of hand outstretched - Gesture
Because You're Worth It - Slogan and Direct Address
Ring, Lipstick, Makeup - Mise-En-Scene
The Expert For Damaged Hair - Text / Lexis
Red and White Bottle - Proairetic code
Shiny Bottle - Hermeneutic Code
Curvy Bottle - Symbolic Code
Parish - Anchorage

L'oreal Advert - Reading Too Much Into Things
"The media language connotes..."
The red background is connotative of love, passion and individualty
These themes are further emphasised through the gesture o the model, placing her outstretched hand directly into the audience's face in a demonstration of confidence and defiance
The mise en scene of the model's full, red lips functions as a symbolic code

South Western Railway Advert -
 The advert is primarily aimed at kids, as seen by the lexis seen on the advert. It can therefore be inferred that as the target audience are children, we should look at the advert through a lens of a child. The advertisement features many bright colours, the mise-en-scene of this advert is complex and akin to a mind of a child. Some specific elements stand out more than others. For example, the hat and glasses that the person in the front left of the frame, in close up position, is wearing, show a demonstration of parody. Firstly, the colourful glasses are a play on the usually serious London Beefeater look, and the fish floating around his head only proves to further this. The parody is connotative of wit and fun, something that plays heavily into the childlike mind.

Lexis is once again used with the slogan and direct address of the advert: 'Live big this summer'. This has






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