Textual Analysis : The iconic sign shown is the brand Dior which is presenting a perfume to sell to women.
Semiotic Analysis : Within the two images, the dominant signifier is the perfume being shown, one being advertised in a red circular bottle and another in a clear glass rectangular bottle. Additionally, the aimed audience for this product is women.
Representational Analysis : The two adverts are reactionary due to the feminine style used, for example, the flower/s displayed on both digital prints assist in the stereotype of women and feminine products being ‘girly’. As well as giving the purchaser a floral scent.
Chanel
Textual Analysis : The brand being shown is Chanel with their well know product, perfume for women.
Semiotic Analysis : The clear dominant signifier is the celebrity known as Keira Knightly signifying women who purchase this product have the chance to be irresistible and luxury.
Representational Analysis : The magazine type print is also a reactionary idea, from the slim, attractive young woman who holds the perfume. This gives the belief that the scent will provide an inviting, sensual feeling to the purchaser.
Gucci
Textual Analysis : Gucci, the lavish, valuable and luxury brand is advertising their feminine perfume.
Semiotic Analysis : The dominant signifiers are Evan Rachel Wood and Chris Evans. This is a radical idea as the woman is in a dominant position over the man, opposing the idea that men are the superior and powerful gender.
Representational Analysis : In the ad, Gucci presents their actors in a seductive and submission manner to present an attractive smelling product that seduces men for women.
Calvin Klein
Textual Analysis : Calvin Klein, the famous clothing and cologne brand shows their new 2021 aftershave for men.
Semiotic Analysis : Here the dominant signifier is actor, Richard Madden, presenting the reactionary ideal position and gestures for men.
Representational Analysis : The digital print displays Madden in a masculine and vigorous manner, to advertise the opportunity for men to show their masculinity off. As well, due to Calvin Klein choosing good-looking models, this gives the sense that women will be charmed by the smell of the cologne.
