Style Model 1
Style Model 2 
Style Model 3 
Style Model 4 
Style Model 5
| Style Model | Textual Analysis | Semiotic Analysis | Representational Analysis |
| 1. | – Branding (Brand name and logo) – Images of products – Main image – Trademark – Additional information in smaller font – Brand slogan – Campaign slogan ‘curious cat’ | – Dominant signifier of a woman using the product -Anchorage, the brand slogan (‘evolution of smooth’) sets out the products purpose – Iconic sign – Lip balm product – Indexical sign – The bracelet the woman wears is the same pattern as the product – Paradigm of signs that revolve around the product being promoted | – Reactionary representation – Women are often the face of skincare/beauty advertisements – Stereotypical representation – The woman on the advert is of an idealistic beauty standard. The brand has selectively represented her to promote sales – The audience is positioned to believe the statements the brand is making because they are viewing them as factual truth. – The beauty of the woman could appeal to the male gaze. – ‘Get noticed’ – Implies that the only reason for using the product is for gaining romantic attention, rather than it benefitting your lips. |
| 2. | – Main image of man using product being promoted -Image and name of product -Name of campaign (‘The Show’) – Background image of a curtain – Name of celebrity to increase sales. – Magazine title | – Dominant signifier of the man using the product – Iconic sign – Lipstick product – Indexical Sign – The man is wearing other makeup products – Symbolic sign – The red lipstick shade links to the colour of the curtains. The shade has connotations of luxury. | – Radical representation : Men who wear makeup, or take care over their appearance are not often represented in the media, more specifically adverts for makeup products – Countertypical representation : Goes against the societal norm and counteracts the idea that only women should wear makeup – The audience are positioned to accept and celebrate this representation – Could be seen as a representation of the LGBTQ+ community – Counteracts the hegemony that females hold in the beauty industry. |
| 3. | – Image of the product being promoted – Brand name and logo – Brand tag line/slogan – Hard lines to section off the different sections of the advertisement ‘without it. A kiss is just a kiss’ – Additional smaller text | – Dominant signifier of the two people about to kiss on the top left corner – Iconic sign – Chapstick/image of the product – Iconic sign – Image of lips on the packaging. Linking to the message of the advert – Anchorage – Smaller text relates to the purpose of the product – Symbolic sign – Red pattern as background links to love and romance | – The product is over-sexualised and portrayed in a way only revolving around romance and love -Stereotypical representation which implies that men only find women attractive when they use beauty products. – Reactionary – The inclusion of the definition of a ‘kiss’ reinforces the fact that the product is for the pleasure of the male |
| 4. | – Main image of a man using lip balm product – Background : Gradient of yellow and orange | – Dominant signifier is of an ‘attractive’ man using a lip balm – No anchorage – Iconic sign of the lip balm stick | – Countertype – This representation goes against the social stereotype which encapsulates the idea that to be masculine and ‘manly’ you must neglect self care and care for appearance, as it is seen as a much more feminine trait to hold. |
| 5. | – Main image – Brand logo and brand graphics – Image of product being advertised – Brands slogan/ tag line | – Iconic sign of the product – Dominant signifier of the lower half of a woman’s face. Focused in on her lips which links to the products purpose – Anchorage – Rhetorical question to directly communicate with the customer. | – Reactionary representation – Women are most likely to be featured in a beauty campaign because it fits with the social stereotype of the type of consumer who would use the product. – Through the use of comparison of the product being advertised against other similar products, the audience is positioned to believe that this product is most beneficial. |