In this term paper I will analyse an advertizement of the cocoa sweet Kinder Bueno from the twelvemonth 2011 and I have chosen to utilize the semiotic attack to make it. Before I start my analysis I will give a few brief definitions of the attack that I have chosen to use. 2. Semiotic technique of media analysis
In his book “Media Analysis Techniques” . professor Berger says that semiotics is the scientific discipline of the marks and that it is frequently associated with the plants of the American philosopher Charles Sanders Peirce. and the semiotics theories of the Swiss philosopher Ferdinand de Saussure. In his book “A Course in General Linguistics” . Saussure is defines semiologies as “a scientific discipline that surveies the life of marks within society is imaginable it would be portion of societal psychological science and accordingly of general psychology” . Harmonizing to Saussure. marks consist of two parts: a form ( the signifier which the mark takes ) and a signified ( the construct it represents ) . Saussure argues that the relationship between the form and the signified is arbitrary. unnatural and unmotivated. Harmonizing to his theory. “concepts are strictly differential and defined non by their positive features but negatively by their dealingss with the other footings of the system” ( p. ll7 ) .
In Saussure’s system. “the word symbol has been used to denominate the lingual mark. or more specifically. what is here called the form. …One characteristic of the symbol is that it is ne’er entirely arbitrary ; it is non empty. for there is the first principle of a natural bond between the form and the signified. The symbol of justness. a brace of graduated tables. could non be replaced by merely any other symbol. such as a chariot. ” ( A Course in General Linguistics. p. 68 ) Peirce. on the other manus. has a different construct of semiotics. He says that a mark is “is something which stands to person for something in some regard or capacity” . In his theory of semiologies. he points out that there are three sorts of marks: icons. indexes and symbols. While Saussure argues that the form and the signified have an arbitrary relationship. that is based on convention. Peirce believes that both the indexes and the icons have natural relationships with what they stand for.
3. The Ad
This is the advertizement.
The advertizement is set in Venice. It is a peaceable dark. There is a cryptic figure. who walks through the dark. Subsequently. this figure turns out to be a lamia. who is played by the Italian histrion Pedro Perestrello. and who is staring at a adult female. The adult female is eating the cocoa sweet Kinder bueno. The lamia. unable to defy the enticement sneaks up from behind her and kisses her in order to savor the cocoa sweet. The vocal characteristics in the commercial is “This world” by the Belgian vocalist Selah Sue. The message in the commercial is “Indulge in seduction’ and the advertizement is portion of Kinder’s run “Not merely for kids. “
4. Semiotic analysis
– Venice – The fact that the commercial is set in Venice could propose a romantic ambiance. – Night – The dark could be viewed as cryptic. unsafe. peaceful. romantic. – River – The river could mean danger. something unknown. cryptic. something in changeless motion. – Bridge – The span could be viewed as something linking two different seashores. Or possibly linking two different universes – the universe of the unknown and the dead. which is the universe of the lamia. and the universe of the life. where the adult female resides in. -Smoke – Smoke is normally associated with fire. and fire is associated with passion or with devastation. – Vampire – The lamia in the advertizement could be viewed as a unsafe animal. but in the advertizement the danger and the passion are merged into 1. when he gets seduced by the aroma of the sweet. – The vampire’s visual aspect – The lamia. played by the Italian theoretical account Pedro Perestrello has a black short hair and a pale skin color of the tegument.
In the beginning of the advertizement he is portrayed following to the nonmoving statues and he can be described to be merely like them – unable to experience. unable to love. unable to travel. However. all of that alterations. when he catches the aroma of the cocoa sweet – he is all of a sudden awakened and he is intrigued by it and he can be viewed as an awakened statue brought to life by the charming aroma of the sweet. And the span that he passes through can be viewed as the connexion between the universe of the life and the universe of the dead. – The vampire’s apparels – The vampire’s apparels are black. which could mean something dark. cryptic and evil. – The vampire’s looks – At foremost. as he walks through a gate. he appears to be summoned by something. He senses something new. something that he doesn’t understand something that makes him experience alive. Anxious to happen out what it is. he jumps to 2nd shop of the edifice and watches a adult female. eating a Kinder Bueno. and he is immediately attracted to her and to the cocoa.
He goes to her house and he kisses her in an effort to savor the strange and the new thing. that had summoned him at that place. – The adult female – The adult female is slender and presently basking a cocoa saloon of Kinder Bueno and she is looking in a mirror. – The mirror – Mirrors are normally described as Windowss to the psyche of the people. Merely those who have psyches can see their contemplations in the mirrors. so the fact that the lamia didn’t have a contemplation in the mirror. suggests that he doesn’t have a psyche. – The woman’s frock and milieus – The woman’s frock is in light colourss. in contrast to those of the lamia. She is dressed in a long. visible radiation ruddy frock and she is in a light yellow colored room. Red and yellow are normally associated with fire and passion. – The woman’s hair and oculus colour – The adult female is with a long light brown hair and bluish eyes. Light brown colour is normally friendly and accessible. genuine and honest.
Blue is the colour of trust and honestness. – The woman’s looks – At first the adult female seems unagitated. She is incognizant of the fact that she is being watched. She becomes somewhat worried when she sees the door of shutting by itself in the mirror. but she still appears incognizant of the fact that there is another presence in the room. But yet. when the lamia kisses her and tastes the cocoa from her lips. she doesn’t seem to be afraid at all. It is like she has been anticipating him all along. And this manner it could be viewed as if she knew all along that the lamia would come to her. and that she had in fact set a trap for him and seduced him with the cocoa.
And this wholly changes the traditional functions of the marauder and the victim. since in the traditional sense. the adult female is supposed to be the victim of the lamia. However. here. the lamia becomes her victim. – Colors – While the colourss in the commercial are dark. which could propose enigma. the woman’s frock and the room she is in. are in warm colourss. which could propose passion. which creates contrast between enigma and passion. – Music – The vocal used in the commercial is “This world” by the Belgian vocalist Selah Sue. It is sensitive and it is passionate.
Berger. Arthur Asa. “Media Analysis Techniques” Sage Publications
hypertext transfer protocol: //www. Dartmouth College. edu/~engl5vr/Berger. hypertext markup language
hypertext transfer protocol: //adbuzzer. wordpress. com/2011/09/03/chocolate-lust-and-vampires-in-kinder-buenos-latest-campaign/