Semiotics & Ads
Japanese Ad:
In this sign, the signifiers include the photos of the people, their expressions, and the words that are displayed. The models are normal people, happy, smiling, and enjoying themselves. There is also the presence of the product, the alcohol. The photos suggest a sequence of events, often used in advertisements. A man has a drink, a woman has a drink, they end up both having a good time and get to know each other. What's more is the text, which can be read two different ways; "Sore Kara" (the brand) "atarashii" (it's new) -OR- "sore kara" (also) "antarashii" (it's just like you), which refers to the reader using familiar connotations. Overall, the ad seems to be designed to create an atmosphere of closeness, friendship, and a sense of tradition--this product brings people back tot he good old days where it was a great time, hence making it desirable.
American Ad:
The signifiers in this sign are the models, their clothing, and the text. While one can typically grasp the fact that this is a lingerie advertisement, there is more that is being signified than the desire to sell a product. This ad features text that actually explicitly describes some of the concepts that are being portrayed, unlike most ads. The text reads "THE PERFECT 'BODY'" while using a very specific type of model in its campaign. This makes it easier to understand the connotations of the statement--that the women being displayed have the perfect body, or that the bras are designed for the perfect body. Bras and lingerie are associated with sexiness, also telling viewers that this is what people should find attractive. The ad seems to convey that the product plus the consumer equals the epitome of perfection and sexiness, thus sending the message that consumers need this product to achieve this described perfection.
For the Japanese ad, I'm wondering what you'd have to say about the color scheme--since significant parts of it are in black in white, but the bottle isn't. I can't read the text, so it's helpful that you're able to decode that part of the image for us.
ReplyDeleteFor the American ad, I think it'd be interesting if you'd elaborate on what you mean by "very specific type of model." I agree with you, but what specifically does the kind of model signify/tell us about our culture?
It's funny how both images hold some sense of community, but in completely different ways. The American ad's models don't look happy, but look like they all belong together (sort of clique-y.) While in the Japanese ad, everyone looks as though they are actively enjoying interacting with the product. There's also a weird juxtaposition between the product being the center in the Japanese ad, but the American ad is focusing more on the models in their entirety.
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