Introduction
Regardless of the degree of perception and personal preferences, today, the interest of society in advertising is manifested in different spheres. Professional marketers who develop relevant commercial projects follow the current trends and use those techniques and images that can interest potential consumers. When analyzing some commercials in both the media and print resources, it is possible to find some special features that affect the target audience by fascinating techniques and particular principles of attraction. In this case, advertising often contains certain images and stereotypes that are easily perceived by the public and serve as the means of exhibiting popular products.
In order to demonstrate such cases of visual advertising where much depends on myth meaning, two videos may be analyzed. A semiotic method is relevant to this case, which involves searching for symbols and the detailed evaluation of the elements making up a particular product. As the objects of the research, the commercials BOSS bottled: Man of Today with Chris Hemsworth (2017) and KENZO world – the new fragrance (2016) will be used. Specific concepts that are typical for modern promotional trends should also be mentioned since some of them are implemented in the products considered. The characteristics used in these videos may help to make a comparative analysis of advertising tendencies and draw conclusions regarding the availability of stereotyped ways to attract the target audience.
Myth and Stereotypes in Advertising
In its optimal form, advertising should contain permanent and well-identifiable elements, but some of them should be modified periodically. Creating effective promotional programs is impossible without the knowledge of the laws of mass psychology. The emergence of attitudes occurs unconsciously, even if the information that forms their basis is comprehensively realized. According to Craig, DeHoratius, and Raman (2017), the fixing of this or that perception takes place mainly as the result of repeated exposure to the setting stimuli. A specific attitude can result from a single contact with the object, but repetition provides a stronger and lasting effect. Thus, the perception of a particular product may directly depend on the style of presentation offered by the advertiser. At the same time, the influence of the attitude extends to the sphere of behavior and the development of a positive attitude towards the completed transaction. If the buyer sees a familiar product that has been advertised for a long time, which means that a strong setting is formed, he or she will reproduce the accumulated information about this object unconsciously and will be able to use it when choosing the behavior in making a purchase decision.
One of the stereotypes is that advertising always promotes high-quality goods. Virtually, regardless of the degree of demand, any product can be presented in such a way that the potential audience may want to purchase it regardless of the product’s real characteristics. The mass media, in this case, is a good means of promotion. Kim et al. (2017, p. 67) note that “TV ad engagement significantly influences all consumer behaviors.” It is due to these motives that the idea of advertising is formed as one of the effective and, at the same time, inexhaustible ways of attracting client interest in products of different types.
Peculiarities of Semiotic Analysis for Advertising
Semiotic analysis is a special approach to the study of a particular system through its division into components and signs when not the whole structure is considered but its individual parts as the basic elements. Applying this approach to the study of advertising products, it can be noted that this principle is widely used in modern marketing due to the possibility to study the techniques of compiling advertising in detail. Some academic sources are devoted to this concept. For instance, Oswald (2015, p. 116) argues that “managing brand equity consists principally of managing brand meanings or marketing semiotics.” In other words, brands are symbolic systems that need to be analyzed for highlighting the most useful and valuable characteristics for successful advertising.
Semiotic analysis can be applied to advertising products of any type. For example, Freire (2015) considers luxury commercial messages where much money is spent on creating an appropriate entourage and atmosphere. Nevertheless, this type of analysis can also be used for inexpensive advertising where the basic message is delivered to consumers uncomplicated. One of the essential components of this analysis is to discover those elements that are key and form the core of the message. Thus, with respect to advertising, this or that product may not be sufficiently popular among buyers. However, in the case of a well-conceived strategy and the introduction of appropriate techniques, customers may be interested in a specific offer and pay attention to a particular product. The essence of semiotic analysis is to discover such techniques and describe how and why they are important in this or that context.
Denotation and Connotation
When analyzing television, print, and any other advertising with the help of semiotic analysis, it is possible to find such concepts as denotation and connotation. These terms usually describe the relationships between a particular sign and its referent and are regarded as evaluation tools. Denotation is used as a definite or literal meaning of a sign, and connotation indicates its socio-cultural and personal associations (ideological, emotional, and others).
In the analysis, it is useful to distinguish those aspects of the sign that are taken into account in any linguistic community at any time as its literal meaning (denotation), in contrast to more associative sign values that can be generated (connotation) (Brandt 2018). However, analytical differences should not be confused with differences in the real world. In the current discourse, most signs combine denotative and connotative aspects. It is at the connotative level of the sign that situational ideologies change and transform significations. According to Brandt (2018), both terms are useful analytical tools for distinguishing in different contexts, not the presence or absence of ideology in the language but different levels on which ideology and discourses cross. In the context of advertising, it is customary to connect the concept of myth with connotation. Representations and specific opinions about visual images that arise among consumers are largely shaped by stable and widespread associations. Therefore, all these concepts are closely related to one another and can be used as techniques for evaluating the advertising product from the point of view of a semiotic approach.
Advertising Analysis
As the objects of analysis through a semiotic method, two visual advertisements will be used – BOSS bottled: Man of Today with Chris Hemsworth (2017) and KENZO world – the new fragrance (2016). These videos characterize the presented brands well and are in demand among consumers as quality promotional products. In order to assess the main ways of both advertisements’ influence and find relevant features, the evaluation of signs, the concepts of denotation and connotation, as well as other elements of semiotic analysis, will be used as a rationale.
Evaluation of Signs in the Advertising
First, it is necessary to clarify the fact that both products belong to the same category – perfumes, but BOSS is for men, and KENZO is for women. Both goods are directly related to the world of cosmetics and the fashion industry, which imposes a certain imprint on the way of visualization. On the whole, it is essential to note that the videos are not very typical for this type of product. As Hess and Phillips (2018, p. 193) argue, “continually changing fashions are presented to consumers primarily through visual imagery and advertising.” The perfumes under consideration partially correspond to this description, but they also have certain unique features.
When analyzing the advertising of BOSS, it is possible to note that its creators used quite typical methods (BOSS bottled: Man of Today with Chris Hemsworth 2017). Firstly, the invited Hollywood star is one of the winning techniques since a large number of the man’s fans probably will not remain indifferent to the product that he advertises. Secondly, the image of a strong and brutal character who easily copes with the fast rhythm of life is a very typical method of modern advertising.
When evaluating this sign regarding the sphere of application, cosmetic and fashion industries often resort to this way of representing men in the context of their product lines. A certain reaction arises among viewers who imagine themselves in the place of the star and associate themselves with the character. To demonstrate to the public an independent and strong man who feels strength and freedom due to a certain product is a well-known tool of marketers. According to Shaikh, Bughio, and Kadri (2015, p. 108), “advertisements promote gender inequality and the patriarchal ideology.” This trend is often found in similar videos, and most of the signs used in this advertising for men’s perfume correspond to those that are familiar to consumers.
The advertising of the female perfume KENZO is more original, and the approach of marketers, in this case, is more non-standard (KENZO world – the new fragrance 2016). Not only is the style of presentation specific, but also the storyline of the video. As a rule, in the advertising of women’s perfume, the image of an elegant and business lady appears to demonstrate success and dignity. However, in this product, a completely different display is present, which, nevertheless, may interest viewers even more.
The image of an unbridled and even savage heroine who has tried the new fragrance of perfume inspires the audience and transmits special energy. Although KENZO is an expensive and recognizable brand, marketers certainly decided to experiment with signs using a new approach to showcase their product. Despite the fact that the video does not bear a deep semantic load, it destroys the existing myths and stereotypes and transmits those new signs that are atypical for advertising in the fashion and cosmetics industry. As Shaikh, Bughio, and Kadri (2015, p. 111) argue, “semiotic of the women projected through the advertisements tend to strengthen the traditional, submissive and decorative attitudes and often present a degrading and humiliating picture of the women to reinforce patriarchal social power.” However, in this case, there are no such associations due to the destruction of the stereotype of women. Therefore, this advertisement can be considered unique and unusual in its own way.
Denotation and Connotation to Analyse the Advertising
Using the denotation and connotation of the term to analyze the two advertisements under consideration can also help to find some unique features. When paying attention to the video with the male perfume BOSS, its literal meaning is that the man uses expensive and pleasant toilet water and feels confident (BOSS bottled: Man of Today with Chris Hemsworth 2017). A significant role is played by an aesthetic function, and since the shooting corresponds to modern video standards, the clip itself and not just its essence attracts interest.
From the point of view of connotation, a deeper meaning can be found in this advertisement. The man is an attractive and well-known person. He is successful and personifies the image of a confident man. The composition of the frame is constructed in such a way that all actions are perceived as unhurried and thought-out, which indicates the status that the advertised product gives. Connotation forms the chains of associative inferences (Macías & Cerviño 2017). In this case, viewers want to imitate the character of advertising, who shows how a real man should behave and what kind of taste he should have. This approach, along with pleasant music and concise remarks, makes it possible to inspire confidence that everything that takes place on the screen is a reality, and little is needed in order to succeed.
In the context of advertising the female perfume of KENZO, the concepts of denotation and connotation can also be applied (KENZO world – the new fragrance 2016). In a general sense, the idea is clear enough: a young girl is bored and tries to fill the interest in life with an unbridled dance with strange movements. At first glance, it is hard to understand that the video is the advertising of female perfume since no specific techniques are used to tell viewers about the main goal, and only at the very end of the video does the basic idea become clear, that is, the awakening of internal resources through a new fragrance.
The connotation method of evaluation can offer deeper analysis. Dynamic video allows attracting attention. It is probably aimed at the youth since, according to Serazio (2015), young consumers represent one of the key target groups in the aspect of everything that is connected with modern fashion trends. Also, it is necessary to note the character of the heroine’s dance. Her movements do not create a sense of preparedness and training, which speaks of spontaneous motives. Perhaps, in this way, the authors of advertising wanted to visualize the brand, which, as Hoffmann and Wittig (2017) remark, is one way to present a special sign to the public and make it associate a certain product with specific images. This approach can be considered successful since the video is memorable, and there is a high probability that many viewers will pay attention to it.
Conclusion
A comparative assessment of advertising tendencies used in the two videos under consideration helps to draw conclusions concerning the ways to attract the target audience. The methods of semiotic analysis allow finding unique features that are modern techniques of advertising. As the objects of assessment, signs, stereotypes, as well as the devotional and connotational approaches are used. Certain accents are traced in these videos, and both standard and original algorithms are utilized.
Reference List
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