Hypodermic model (passive consumption)
Harold Lasswell developed the theoretical tool of ‘content analysis’ and in 1927 wrote Propaganda Technique in the World War which highlighted the brew of ”subtle poison, which industrious men injected into the veins of a staggering people until the smashing powers . . . knocked them into submission”.
Harold Lasswell, who developed the theoretical tool of ‘content analysis’ and in 1927 wrote Propaganda Technique in the World War which highlighted the brew of ‘subtle poison, which industrious men injected into the veins of a staggering people until the smashing powers . . . knocked them into submission’
Hypodermic model – people are passive consumers of media
Harold Lasswell wrote “Propaganda in the World War” – and highlighted “subtle poison, which industrious men injected into the veins of a staggering people until the smashing powers… knocked them into a submission.”
audience is important
Hypodermic model (passive consumption)
Harold Lasswell developed the theoretical tool of ‘content analysis’ and in 1927 wrote Propaganda Technique in the World which highlighted the brew of ‘subtle poison, which industrious men injected into the veins of a staggering people until the smashing powers . . . knocked them into submission’
Hypodermic Needle– used to disseminate propaganda via popular forms of media
Hypodermic model– Passive consumption , used in ww2 to manipulate the masses through the media to justify the govs actions
Who?– Dyson
Says what?– If you buy Dyson hairdryers, you will be trendy and have nice hair
Channel-This ad was featured inside of a women’s gossip magazine
To whom?– This ad would be targeted at the same demographic that read women’s magazines
With what effect?-This add would generally make the viewer want to buy a dyson hairdryer in hopes that they can be cool and have nice hair.
Who?-Gucci
Says what?-Women will come running if you wear this aftershave
Channel-Ad would be an advert during the broadcast of a UFC fight
To whom?-Targeted at males 16yr-45yr olds
With what effect?-This add would ideally convince the viewer that if you buy this aftershave then more women will be attracted to you if you wear it.
My product- Gucci Aftershave
Ideal endorser- Travis Scott
In this essay, I will be applying a semiotic analysis to both the Metroid and Tomb Raider video game covers. This will include analyzing the semiotics (the study of signs, symbols, and signification) including symbolism and representation featured on the covers.
I will argue that the representation of the female character on the cover of the Tomb Raider videogame is reactionary, in that it follows common sexualization and diminishment of females in the media industry. Firstly Lara Croft’s posture and her exaggerated body features is a classic example of the effect of Lara Mulvey’s theory The Male Gaze, in which she theorizes the male gaze is “the act of depicting women and the world, in the visual arts and in literature, from a masculine, heterosexual perspective that presents and represents women as sexual objects for the pleasure of the heterosexual male viewer.” This is a direct contrast to the main character on the Metroid games cover. This character
Moreover, Tomb Raider’s games arguably portray women in a positive sense in many other ways. The key signifier, Lara croft, is holding multiple guns in the very center of the cover because the game only has a 12-year-old rating (stereotypical young male video game players, a particularly susceptible group, are fully exposed to the use of guns and in a way, this will desensitize them as well as alter their expectations of everyday life, creating this alternative perception of the real world as well as how women act and are perceived.
The character on the cover of Metroid is completely radical, in that it is an unfamiliar representation of a female character as for once they are not overexposed to appeal to certain demographic so that a major corporation can capitalize on the modern portrayal of females in the gaming industry by using their body to attract attention and gain sales; for once the female character is full clothes and is in fact wearing a futuristic, warrior-esque metal combat suit and is confidently brandishing a large weapon. This portrayal of a female videogame protagonist simply just presents the character as a warrior.
In conclusion, both the ‘Tomb Raider’ and ‘Metroid’ covers feature signifiers tied to masculinity and power which are opposed by the use of two female characters. Both characters are represented in an equal way as a result of the main character being female, this is presumed as both can be said that they suggest some sort of radical representation due to their bravery and independence as well as their female body’s being sexualized to please and entertain the assumed straight male demographic that these mega-corporations try to appeal to in an attempt to make maximum sales and profit. However, the Metroid cover could be argued to be in fact, less radical as a result of the assumption that the main character is a male on the front cover because of their stature, build, weapon, and large appearance.
Textual analysis– brand (Killian) iconic sign of perfume, flowers and marshmallows.
Semiotic analysis- dominant signifier is also the iconic sign which is the perfume product itself. A symbolic sign could be the colour pink and marshmallows which gives a sweet and girly connotation which promotes the brand for women.
Representation analysis- reactionary representation for a women’s perfume. It is lying on a nest of petals to represent the romance and softness of the perfume and it is also surrounded by marshmallows and vanilla flowers which is a sweet scent and typically “girly”, connotating that if you use this product this is how you will be perceived. The petals show that the consumer will attract romance and maybe chivalry into their lives. The top of the lid and engraving is gold and that represents the expense and and a sense of sophistication that someone will possess if they buy this product.
Textual Analysis- brand (Chanel) iconic sign of perfume and ants.
Semiotic analysis- dominant signifier is also an iconic sign which is the perfume product itself. The picture also shows a trail of ants running towards the perfume. A symbolic sign could be the colour pink which gives a “girly” connotation promoting the brand for women.
Representation analysis– reactionary representation for a women’s perfume because it uses the colour pink which is seen as a female dominant colour. The perfume has been given the allusion of looking like a syrup like honey which gives the effect of a heavily sweet scent. the ants can be seen running towards the perfume which shows the strong attraction the perfume holds, making the consumer feel powerful and in control.
Textual analysis-Brand (Miss Dior )- iconic sign of perfume and a woman.
Semiotic analysis– Dominant signifier is a woman behind the perfume to show the hierarchy of what the audience should be focusing on. The symbolic sign of the bow in her hair and the bow around the bottle lid gives the impression that women who use this product will become like her (sexy, confident, maybe have the desired body type)_. The name of the brand is “Miss Dior” which roughly translates from French into English meaning “Miss Golden” giving the indexical sign that this perfume is associated with wealth.
Representation- reactionary representation for a women’s perfume as it uses the colour pink which connotates as a female dominant colour. It also uses a woman’s half naked top body to appeal to sexual attraction; women wanting to be considered or feel sexy. It also shows her as vulnerable which is a negative stereotype of femininity.
Textual analysis- brand (Jasmin Noir) iconic sign of woman and a lion.
Semiotic Analysis- Dominant signifier is a woman holding a huge version of the perfume to show the purpose of the advert. It also shows the significance of the perfume and its importance in a woman’s life. The perfume was placed in front of the woman’s breasts in a seductive manner to draw the attention of the viewer to the perfume. The iconic sign of a lion which is a dangerous, beautiful and rare animal gives the impression that women who use this product are bold and one of a kind, maybe wild and unattainable too. (sexy, and confident)
Representation- reactionary representation for a women’s perfume as it uses a woman with no clothing on which encourages the objectification of women and also appeals the male gaze; that women exist for male pleasure. It shows the illusion of “beauty and the beast” connotation that this perfume will attract a masculine man which encourages toxic masculinity and a negative stereotype of men. It also shows her as vulnerable which is a negative stereotype of femininity.
