UCSD Semiotic Concept in a Perfume Advertisement

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naal815

Writing

UCSD

Description

Final Project

Over the course of our quarter together, we have looked at and analyzed many signs in the form of print advertisements as examples of complex systems of signification at work: the “Mammy” citrus fruit sign, for example, or the poster for Pall Mall cigarettes. For your final project, you are going to show your understanding of these systems of signification by developing your own print advertisement for an already existing object.

Rather than applying a semiotic analysis to someone else’s advertisement, you will be building your own advertisement from the ground up in order to demonstrate what a semiotic approach to representation makes possible. Your use of semiotics should be drawn largely from the second half of our course—that is, from the material in Chandler’s book after the midterm (i.e. Chapter 3 forward).

Although creating the advertisement is the centerpiece of the project, the goal of the project is to situate the advertisement within a larger framework that explains and justifies your choices and demonstrates your understanding of semiotics. In order to do this, you will produce a structured proposal that incorporates five distinct sections:

1) Introduction

2) Justification

3) Audience

4) The Final Advertisement

5) Reflection


Here is what each section of the proposal should contain:

1) Introduction (@ 300 words): Provide a detailed textual description and brief assessment of the object that could be used to explain it to anyone. It should be meaningful to someone who is unfamiliar with it, or someone who is visually impaired, or someone who is not from your community or have your cultural background. A good Introduction will set the tone for the sections that follow.

2) Justification (@ 300 words): Provide a solid, thorough discussion of and justification for the semiotic concepts that inform your approach to creating an advertisement for this object. Consider the following questions (these are suggestive and not meant to be proscriptive): *What rhetorical devices are you using to create your advertisement, and why? How are you using them? To what end? *Which master tropes are you using to structure your advertisement, and how are you using them? *How are you engaging with concepts such as denotation and connotation? Literal and figurative language? Realism? Why and how are these important for your advertisement?

3) Audience (@ 300 words): Provide a detailed description of the audience or audiences for which the advertisement is intended and your what you are hoping your advertisement communicates to them. You might also consider: to what degree does your advertisement leave open possibilities of interpretation that you cannot account for or control for?

4) The Final Advertisement: This section is entirely up to you, but it should incorporate visual and textual information about your object and any other elements you believe will demonstrate the semiotic concepts you have chosen to put your advertisement together.

5) Reflection (@ 300 words): Provide a thoughtful, reflective statement about what you have learned from this course about semiotics, what has been the most useful and why, and how this knowledge has enabled you to put this advertisement together. How, for example, did creating this advertisement take you back to our very first discussions of the problems of representation


All completed projects should be approximately 1250-1500 words (not including endnotes/bibliography), typed, double-spaced, and using no larger than 12-point font. Quotations from Chandler or any other sources must use citations in the appropriate format. Any relevant images or audio/visual materials should be inserted (as jpegs or as hyperlinks to online clips) into your final document.

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Explanation & Answer

Attached.

1
Semiotic Concept in a Perfume Advertisement – Outline
I.

Introduction

II.

Justification

III.

Audience

IV.

Reflection

V.

The Final Advertisement


Running head: SEMIOTIC CONCEPT IN A PERFUME ADVERTISEMENT

Semiotic Concept in a Perfume Advertisement
Name
Institution

1

SEMIOTIC CONCEPT IN A PERFUME ADVERTISEMENT

2

Semiotic Concept in a Perfume Advertisement
Introduction
Product promotion in the cosmetic industry is used to create awareness on the values of
the goods and services and their potential to contribute to the lifestyle and social status of the
target consumers. Perfume products are advertised as luxury items since they are one of the
leading ones in the industry and different from others regarding their acceptance by consumers.
"Blasé" is the fragrance that would be advertised through the use of signs that not only consist of
commercial meanings but possess the capacity to influence the perception of the public
positively and increase their acceptance of the perfume. Therefore, the analysis of the semiotic
concepts that would be performed on this perfume advertisement and the effective use of signs as
communication materials should result in a marketing material that can influence the purchasing
behavior of consumers.
In the proposed perfume ad, the object would be used as the signs would be the images of
the bottle and a model whose young looks and body features will signify the potent smell that is
produced by Blasé. The bottle would serve as the signifier because its image and shape are
unconventional while the selected labeling method for the product is not different from the ones
that are used for perfume products. Secondly, the model is the signified because her facial
attributes including the color of skin, lips, and beauty are designed to present the idea that quality
perfume fragrances should be not be limited to the elites. For example, the size of the perfume
bottle is aligned with the height of the female model to represent the powerful impacts that Blasé
can have on the willingness of people to interact with its user. Consequently, the strategy is to
combine the semiotic concepts into a communication material that appeals to females of all ages
who desire to smell good and feel confident at work and in their homes.

SEMIOTIC CONCEPT IN A PERFUME ADVERTISEMENT

3

Justification
In spite of the failure of the advertiser of Blasé to use the standard perfume bottle and
labeling standards, the proposed ad for the perfume product will several semiotic concepts to
persuade the target audience of the potential values of the product to the lifestyle needs. One of
the strategies that would be employed is to use the tone and texture of the skin of the female
model as the rhetorical device for executing the bandwagon and appeal to vanity techniques.
According to Conradie (2013), these rhetorical methods are preferred for constructing the
elements of a perfume ad because of their capacity to the meet the need of the audience to gain
social inclusion and represent their desire to achieve upward mobility in their community.
Therefore, the additional justification for the use of the bandwagon technique and appeal to
vanity is the bottled cool impression that the target audience has for perfume products and how
the right scent is interpreted as a sign of the individual's social status regardless of their income
levels.
Furthermore, metaphor and irony are the two types of master tropes that wou...


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