Introduction
Undoubtedly, it would not be an exaggeration to say that such social phenomenon as advertising has become an inseparable part of our life. Perhaps it would be prudent to substantiate this statement by some statistical data: it is estimated that the worlds largest companies spent at least fifty billion dollars a year on advertising. Moreover, psychologists believe that an average American sees at least twenty thousand commercials in a year. They literally haunt us everywhere. However, the mechanisms of advertising remain terra incognita to the overwhelming majority of the population.
Therefore, it is of the paramount importance to ascertain the ways in which advertisements influence our consciousness as well as subconsciousness, especially as far as semiotics is concerned, because, any advertisement contains hidden messages or signs, which have a strong effect on us.
Before we start discussing the interrelations of advertising and semiotics, we should first give the definition of the very term semiotics or semiology. Overall, it is the science, which studies the use of various symbols in the process of communication. It should be taken into consideration, that any symbol (it can be picture, word, gesture, or image) is the unit, which has both explicit and implicit meanings.
These two sides of the same coin can have a very interesting effect on our consciousness. It is quite possible for us to say that advertisers usually take full advantage of semiotics, because in its most general sense advertising is also a communication process (in fact, it is a command, which is very carefully concealed), which is aimed at persuading a potential customer to buy a product or sometimes it can be some service (Danesi, p. 112).
Basic principles of advertising
It also should be taken that there are several basic principles of advertising. The first one is that a commercial or advertisement must be conspicuous in other words in must catch the eye of the observer. The second principle is that it must conjure up some positive images or it would be better to say associations. Finally, it must stimulate the desire to buy some product or commodity. At first glance, it may seem very difficult to do it. However, we can say that semiotics has always been the most powerful means to achieve this purpose.
Naturally, it requires excellent knowledge of human psychology. First, it is necessary to determine the target audience, which s of the crucial importance. Secondly, the symbol or sign must be understandable to the viewer. Thus, we can say that it is necessary to take into consideration the educational, cultural, and social background of a person.
Besides, any symbol can have many meanings and interpretations (as we know interpretation has always been a subjective notion), therefore, an advertiser should make sure that a symbol is not ambiguous and that it does not call up any unpleasant associations. Naturally, it may seem a very hard thing to do but our consciousness is full of deep-rooted stereotypes, which are very difficult to break. A person is to a certain degree free of stereotypes does not usually pay too much attention to advertisements (Clark, p. 88).
Use of semiotics, its consequences
We can say that the use of semiotics was very eloquently described in the book, which is called “Signs of Life”, written by Sonia Maasik and Jack Solomon, people, who are renowned as the masters of advertising. The book focuses attention on the impact that television or maybe media in the most general sense have on our life and especially the stereotypes they impose on our consciousness. The authors believe that there are the so-called “American icons” (Maasik, p. 122), which also can be treated as symbols or signs, the point is that these icons are so often used for commercial purposes. It is explicitly stated in the book that there is a constant onslaught on our minds; this command can be formulated in the following way “”buy me! Buy me! I can make you better because God knows you weren’t made right”. The main point of the book is that media set some examples for us, which we should follow.
Thus, we may arrive at the conclusion that this “American Icons” have gradually turns into symbols or probably stereotypes. The authors provide a very good example to prove their point of view “The very act of affixing a well-known designer’s label… to the backside of a pair of jeans has to be interpreted as a sign of prestige”. They say that such icons can be treated as “status makers” (Maasik, p. 155). The views expressed in this book only confirm the point that advertising only creates the illusion of prestige.
Example of hidden messages
Perhaps, it would be prudent to prove our statements by some examples. For instance, perfume has always been a symbol of elegance and chic for women. At first glance, it may even seem that a good perfume does not need advertising, however it is not always so. As we have already mentioned before, the advertising industry employs various symbols that attract our attention and stimulate our desire to buy some products. If we take for instance the advertisement of Guerlain perfume, which depicts a woman, who is looking in the mirror (see picture 1). It is worth mentioning that her eyes are full of confidence and resolution and yet they are very shy. It is quite possible to ask a question, where the symbol is. In fact, this woman is the symbol; she is the embodiment of femininity and strength at the same time. The thing is that the role and the image of the fair sex have changed over the twentieth century. This woman is presented like some example that women should follow. The only way to become closer to her is to buy the perfume. This is the concealed message that the authors to convey. As Sonia Maasik says”Associating a logically unrelated desire with an actual product can be called the “commodification” of desires” (Maasik, 146). Thus, we may arrive at the conclusion that in the majority of cases, consumers buy desires not products.
Another bright example of hidden messages, used in the advertisements is the commercial of YSL perfume. However, the very technique is a bit different. The woman, shown in this picture seems to be perfectly satisfied. The main peculiarity of this advertisement is that the image of woman is contrasted with the opposite sex. Perhaps, it is a far-fetched conclusion but this woman seems to be dominant in her relationships with the opposite sex. Perhaps, in this case, the woman embodies elegance, beauty on the one hand and power over men, on the other. It is possible to say, that we are dealing with the so-called transference of meaning. It seems that the perfume and the image of women are interchangeable. In fact, women purchase not just the perfume but also the desire to be both powerful and sexual. It may sound a bit strange, but the desires gradually become “products of mass production”. The authors of the famous book “Signs of Life” describe it in the following way By substituting desirable images for concrete needs, modern advertising seeks to transform desire into necessity” (Maasik, p. 146).
In fact, we can say that, consumers are usually buying not products or even desires, but the illusion of prestige, power, and strength and so on and so forth. Some psychologists believe that that people are always prone to idolize someone. Moreover, it can be ascribed to the fact that some people suffer from inferiority complex, which makes them very susceptible to advertisements.
Conclusion
Thus, having analyzed the ways in which various signs or symbols are used in the advertising industry, we may arrive at the conclusion that the mechanism is based on transference of meaning (from the image or symbol to the product). Moreover, this transference of meaning creates the illusion of prestige, and this is the main stimulus, that makes people purchase products.
Bibliography
- Clark, Eric, “The Want Makers”, Viking, 1988.
- Danesi, Marcel. “Understanding Media Semiotics” London: Arnold; New York: Oxford UP, 2003
- Sonia Maasik, Jack Solomon. “Signs of Life in the USA Readings on Popular Culture for Writers” Bedford/st Martins 2008.
Appendix
