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Semiological analysis

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The objective of this semiological analysis is to explore the correlation between the sign, signifier and the signified. The above image is an advertising campaign by the fashion label Sisley. The fashion world is known for its controversy and that can be seen in this advertising campaign.

 

This image can be analysed by assessing the sign. Sign can be defined as communicating meaning by standing in for a thing or an idea (Shaughnessy, 2012, p132). The sign in this image is the picture of the two ladies sniffing the shirt. The signifier in the image is the white shirt lying on the table. Lastly the signified is the white shirt in the image representing cocaine. This representation links the overall message of the image which is two women sniffing a shirt which represents cocaine to the tagline in the image which is “fashion junkie”. This link between the image and the tagline is referred to as anchorage. Anchorage can be defined as an articulation of the preferred meaning of a text to limit polysemy (Shaughnessy, 2012, p146). The next point of analysis is intertextuality. Intertextuality can be referred to as knowingly referring to other texts or interpreting texts in light of other related texts (Shaughnessy, 2012, p145). This image explores intertextuality by referring to a cocaine scandal that rocked the modelling world in 2005. Kate Moss surfaced on the cover of countless newspapers and magazines snorting cocaine in 2005. It was a shock to the fashion industry and she subsequently lost modelling contracts to the value of $4.5 million (Ward, 2005). The advertising campaign can therefore only be relevant and effective by using the Kate Moss scandal. The last point of analysis is looking at the dominant ideology that is present in the image. Following the Kate Moss scandal it was a dominant ideology that most models indulge in drugs and alcohol to cope with the incredibly busy life of a model.

 

In conclusion the advertisement can only be effective and acceptable because of the Kate Moss scandal. The scandal therefore desensitised the public to the use of drugs in the fashion world.      

(Sean, 2007)

 

DISCLAIMER

The information and graphics presented in this e-portfolio are for educational purposes only. While every endeavour has been made to ensure that content is accurate and correctly referenced, I do not make representation or provide warranties of any kind, either expressed or implied, about the completeness, accuracy or suitability of this material for any consumption other than educational evaluation. The opinions expressed in this portfolio are my own and in no way represent the opinions of my lecturer or educational institution. No liability for any loss or damage, whether direct or indirect, arising from the content of this portfolio, should therefore be assumed.

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