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... The main purpose of advertising is to sell products, but the advertisement not only sells the reader the product, but also a future image of ourselves as more desirable and happier. As the purpose of this essay I will analyse a specific advertisement in semiotic terms and techniques, and explore how meaning is constructed. ... "What the advertisement clearly does is thus to signify, to represent to us, the object of desire" (Williamson 1978, p. ... Due to the fact that it is through the use of the products advertised that the model signified in the advertisement appears as she does, it is the implication, or connotation, of the advertisement that the audience can become as attractive and appealing as the model by using the same products.
For the purpose of analysing an advertisement I have chosen an advert for Louis Vuitton. The advert is taken from the magazine Vogue Australia (Oct 2002). Vogue is one of a group of magazines aimed at women from any ethnic background, aged between approximately 18-35, who have money to spend on clothes and cosmetics. Vogue Australia is internationally recognised as the fashion and beauty bible. ... In contradiction with this, however, Vogue has not assumed such a slogan. ... In the dictionary alone the word ‘vogue’ is defined as meaning; fashion, style, the latest rage, fashionableness and popularity, to name just a few. ... It is through the use of titles such as Vogue and any accompanying slogans that further notions of feminine identity are projected. ...
The advertisement is a sign, consisting of ironic, indexical, and symbolical elements. ... Through this advertisement it appears that Louis Vuitton is suggesting wearing Louis Vuitton shoes (which we assume the model is) and using Louis Vuitton luggage makes the wearer a better person. ...
Colour in advertising is a strategy to get you the viewer, connected mentally to the advertisement, whether it is designed to create the scene or displace objects, it inevitably draws the eye and attracts the reader to the product.
Approximate Word count = 1476
Approximate Pages = 5.9
(250 words per page double spaced)
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