Back to Basics: Semiotic/Textual Analysis
Back to Basics: Semiotic/Textual Analysis
Semiotics: Semiotics the study of signs and symbols. All aspects of a media product are signs. Semiotic analysis is pointing out what the different parts of a media product mean.
Model - Mid shot
Model raising hand - Gesture
Model facing camera - Direct address
Models hair is prominent - Mid shot, mise-en-scene
Product - Foreground, mise-en-scene
Logo -
Tag lines
Small description - Sans serif font
Red/White colour scheme - Setting
Promotion -
How to analyse a media product
Step One: Denotations - stating the obvious
Step Two: Media Language -
Step Three: Deeper meaning/reading too much into things/connotations - You can't really read too much into things- always analyse
Back to Basics: Semiotic Analysis
Addressing audience: Direct address
Model with bag over head: Mid shot, Proairectic codes
Grey background: Setting
Bright orange plastic bag: Mid shot, Hermeneutic codes
Statistics: Lexis
Text: Sans Serif Front
Cant see mans expression: Hermeneutic codes
Suit: Mise-en-scene
The direct address used with the quote "our planet" is effective because it makes the audience/viewer of the advert feel as if it is their fault that the planet is "choking". Furthermore, the fact that there is a mid shot of a model with a bag over their head is a proairectic code because its is an action code because the audience know that holding a bag over somebody's head like that will kill them. It is also a metaphor for what is happening to our planet when people use plastic bags. Also, because the setting/background is quite dull and grey it means that there is a very obvious contrast between the background and the plastic bag. This emphasises the importance of the bag as it attracts your attention towards it. The bright orange bag is also a hermeneutic code because it makes the audience question why it is there and what it's relevance is. The lexis of the advert is portrayed in sans serif font and it is promoting facts and statistics. The producer of the advert has decided to include these statistics to shock the audience and make them feel guilty about using plastic bags. The fact that the model has no expression because their face is obscured by the plastic bag is effective because the model could be representing the earth and because you cannot see their face it is like the earth ids defenceless to us choking it with plastic bags.
5 models: Wide shot
Rural backdrop: Setting
Colourful clothing: Contrast, mise-en-scene
Models walking away from the camera: Indirect address
Logo: Symbolic code
There is a wide shot of five models with the mise-en-scene of colourful clothing in a very rural setting. This is effective because there is an obvious contrast between the models clothing and the setting. This is effective because is accentuates their clothing and makes the brand stand out. The fact that the models are walking away from the camera means that the address is indirect which could be showing that the models are better than most people as they are just walking away from us. This also causes them to seem confident. This is effective because it makes the audience feel that if they buy clothes from this brand they will be confident and will be better than everybody else. The logo is a symbolic code because the logo classifies the advert as theirs and it means that the advert is symbolic of the brand they are trying to build. For example, you would associate the brand with confidence and high value.
The advert is trying to raise awareness for people who have trouble reading. It also tries to make the audience of the advert feel bad for the illiterate adults because it says that "they'll take my house". There is also a bright red stamp that reads "I can't read; in large sans serif writing and "how much I owe" in a much smaller text. This is effective because it is a proairectic code because the phrase I can't read is shocking and grabs your attention. The advert also addresses a wide range of people because the backdrop of the advert is a regular floor. This is effective because it could look like many peoples floors who are looking at the advert so it makes the feel as if they are being addressed and that it is their responsibility to help them out because they cant help themselves. There are also hermeneutic codes with the word 'they'll" in the phrase "they'll take my house" because the audience questions who "they" are. The fact that the enemy is anonymous builds fear because it is like the people who need help have people aginst them but they don't know who.
Semiotics: Semiotics the study of signs and symbols. All aspects of a media product are signs. Semiotic analysis is pointing out what the different parts of a media product mean.
Model - Mid shot
Model raising hand - Gesture
Model facing camera - Direct address
Models hair is prominent - Mid shot, mise-en-scene
Product - Foreground, mise-en-scene
Logo -
Tag lines
Small description - Sans serif font
Red/White colour scheme - Setting
Promotion -
How to analyse a media product
Step One: Denotations - stating the obvious
Step Two: Media Language -
Step Three: Deeper meaning/reading too much into things/connotations - You can't really read too much into things- always analyse
Back to Basics: Semiotic Analysis
Addressing audience: Direct address
Model with bag over head: Mid shot, Proairectic codes
Grey background: Setting
Bright orange plastic bag: Mid shot, Hermeneutic codes
Statistics: Lexis
Text: Sans Serif Front
Cant see mans expression: Hermeneutic codes
Suit: Mise-en-scene
The direct address used with the quote "our planet" is effective because it makes the audience/viewer of the advert feel as if it is their fault that the planet is "choking". Furthermore, the fact that there is a mid shot of a model with a bag over their head is a proairectic code because its is an action code because the audience know that holding a bag over somebody's head like that will kill them. It is also a metaphor for what is happening to our planet when people use plastic bags. Also, because the setting/background is quite dull and grey it means that there is a very obvious contrast between the background and the plastic bag. This emphasises the importance of the bag as it attracts your attention towards it. The bright orange bag is also a hermeneutic code because it makes the audience question why it is there and what it's relevance is. The lexis of the advert is portrayed in sans serif font and it is promoting facts and statistics. The producer of the advert has decided to include these statistics to shock the audience and make them feel guilty about using plastic bags. The fact that the model has no expression because their face is obscured by the plastic bag is effective because the model could be representing the earth and because you cannot see their face it is like the earth ids defenceless to us choking it with plastic bags.
5 models: Wide shotRural backdrop: Setting
Colourful clothing: Contrast, mise-en-scene
Models walking away from the camera: Indirect address
Logo: Symbolic code
There is a wide shot of five models with the mise-en-scene of colourful clothing in a very rural setting. This is effective because there is an obvious contrast between the models clothing and the setting. This is effective because is accentuates their clothing and makes the brand stand out. The fact that the models are walking away from the camera means that the address is indirect which could be showing that the models are better than most people as they are just walking away from us. This also causes them to seem confident. This is effective because it makes the audience feel that if they buy clothes from this brand they will be confident and will be better than everybody else. The logo is a symbolic code because the logo classifies the advert as theirs and it means that the advert is symbolic of the brand they are trying to build. For example, you would associate the brand with confidence and high value.
The advert is trying to raise awareness for people who have trouble reading. It also tries to make the audience of the advert feel bad for the illiterate adults because it says that "they'll take my house". There is also a bright red stamp that reads "I can't read; in large sans serif writing and "how much I owe" in a much smaller text. This is effective because it is a proairectic code because the phrase I can't read is shocking and grabs your attention. The advert also addresses a wide range of people because the backdrop of the advert is a regular floor. This is effective because it could look like many peoples floors who are looking at the advert so it makes the feel as if they are being addressed and that it is their responsibility to help them out because they cant help themselves. There are also hermeneutic codes with the word 'they'll" in the phrase "they'll take my house" because the audience questions who "they" are. The fact that the enemy is anonymous builds fear because it is like the people who need help have people aginst them but they don't know who.
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