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Paco Rabanne Olympea advert:

Textual analysis – Iconic sign is the perfume, dominant signifier is the two models

Semiotic analysis – The advert shows a reactionary representation around masculinity, with the dominant signifier appearing confident and happy, appealing to the idea of the “Cool Man”.

Representational analysis – The models in the advert relate to the idea of patriarchy due to the man being above the woman representing the stereotype of men being better. The advert seems to target younger men and woman that want to be confident with themselves by using this perfume.

Calvin Klein Eternity advert:

Textual analysis – iconic sign is the perfume, dominant signifies are the two models that seem to be together

Semiotic analysis – the advert shows the dominant signifies who try to represent that when the perfume is used you can attract a partner easier. The two models both seem confident and happy which represents what this perfume is presented to do.

Representational analysis – The advert is reactionary in that it follows the stereotype of men using cosmetic products in order to appear more positive and powerful than they are in reality. 

Dyson Vacuum advert:

Textual analysis – iconic sign and dominant signifier is the vacuum. A slogan is seen saying “Our vacuums suck but in a good way” in a basic font.

Semiotic analysis – the advert presents the dominant signifier (vacuum) through a very basic advert which could mean to the customers that the vacuum and very easy and understandable to use. The use of the slogan could prevent customers from buying he product due to it sounding slightly sexual to some viewers.

For my video game cover, I have made a game cover based in the Alps which includes violence. The background will have a mountain with the main character. My main character is inspired by the ‘winter solider’ but instead she is a female and her body is full metal. She will be portrayed as a strong character which goes against the stereotypical weak female character. My character has a wider and muscular body frame a rather than the ‘small waist’ stereotypical slender frame.

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1. Cristiano Ronaldo Shampoo Advert

Textual Analysis – Iconic sign of shampoo, dominant signifier is Cristiano Ronaldo who is a famous and well known celebrity along with details about the product.

Semiotic Analysis – The advert shows a reactionary representation around masculinity, with the dominant signifier appearing confident and calm, appealing to the idea of the “Cool Man”.

Representational Analysis – The advert presents a patriarchal outlook, with the dominant signifier wearing posh, well-fitting clothes. You could say that the advert targets young men who are rather impressionable, and the audience positioning may be one of positivity, with the advert giving the target audience a role model to look up to. It could also be one of negativity with the target audience comparing themselves to unrealistic representations of men shown in the advert.

2. Nivea Shampoo Advert

Textual Analysis – Iconic signs of man and shampoo which promote conventional methods of showering, along with details and information about the product. There is also a background which denotes a bathroom or shower, which shows the consumer where the product should typically be used.

Semiotic analysis – The advert shows the dominant signifier in the process of using the product, who looks to have unrealistic bodily features. The paradigm of signs relating to the idea of washing and cleaning the body convey the conventional method of doing so, which may be a positive idea in that more impressionable people in the target audience (men) will start carrying out these actions.

Representational Analysis – The advert promotes the idea of patriarchal hegemony as it uses the phrase “what men want” which implies that all men must try to use such cosmetic products to make themselves appear more attractive. Consequently, it may be a misrepresentation of masculinity as not all males aspire to have such a mindset and it is forcing these myths to the consumer. This may mean that the advert gives a negative representation of masculinity and one that is not necessarily correct. On the other hand, the advert could be said to be radical ans there is not a woman accompanying the man as would be seen in a stereotypical reactionary advert.

3. Clear Shampoo Advert

Textual Analysis – Advert shows an iconic sign of shampoo surrounded by bright, sparkly auras, with a faint image of a human person in the background and fancy font used for the text.

Semiotic Analysis – The dominant signifier, being the shampoo, is encased in positive imagery with a bright and sparkly background. This may convey false ideas that you will also experience similar ideas to the ones shown in the advert, and this may encourage consumers to buy the product. In addition, the person in the background has an almost “godly” appearance, which is very unrealistic and does not give the target audience an appropriate role model to loom up to.

Representational Analysis – The advert is reactionary in that it follows the stereotype of men using cosmetic products in order to appear more positive and powerful than they are in reality. This could mean that the advert is showing us a negative representation of masculinity in that men may not be nearly as dominant in society without the products made for them.