Semiotic Analysis

1. Print- Softlan Ultra

  Deonotation: Men are doing wrestling. The man who wears red clothes is trying to beat blue man, while blue man seems to be released as if he forgets the game. This situation is very weird because wresting is hard sports so it is impossible to look peaceful like him during the game.   

  Connotation: This is fabric softener advertising. Even though the blue man is playing wrestling, he is completely absorbed in red men’s clothes which might be washed by ‘softlan ultra’. When people see this ad at first, they might think it is weird and then they may laugh after realizing what this picture means. There are audience and the place looks stadium so this game might be real. The player should do wrestling seriously but he doesn’t. This point causes people to laugh and think how good the softener is.   

2. TV- Mc Donald

  Denotation: A boy is getting treatment in dentist’s office. A doctor requires him to open his mouth but he shuts the mouth again and again. When the doctor is about to see inside of his mouth, he suddenly shuts the mouth or avoids the doctor.

  Connotation: The boy is watching the fried potato on the billboard which is outside of the dentist’s office. Whenever he sees the potato, he opens his mouth regardless of the dentist. Though he is receiving treatment, he doesn’t care about his situation and just focuses on the potato. This scene causes people who see this ad to laugh and to think how the boy wants to eat the fried potato. Advertiser can appeal how delicious the potato is.   

 3. Outdoor- Nestle

  Denotation: In the picture, river which is made of chocolate is flowing. There are birds on the chocolate bars.
   Connotation: The river looks so sweet. Advertiser might intend people to imagine how sweet the river is and make them want to eat this chocolate. The reason why birds are there is to express that even the birds like it.

Advertising Agency

Leo Burnett

The Leo Burnett is an advertising agency whose work I like. According to the Wikipedia, “Leo Burnett was an advertising executive and was among the most creative men in the advertising business. The 19^th century was dominated by the copy-heavy ads with lengthy product descriptions and selling arguments, however, he developed fresh simple icons that came to symbolize easy-to-understand product benefits for the 20th-century consumer.”

 

 

I saw the Galaxy Gear and Note3 ad which is created by Leo Burnett LA and Chicago. The ad is like a film. It presents the story of a girl who makes her grandfather’s old toy store even more amazing. She prepares everything to improve the store by using Galaxy Gear and Note3. She takes pictures, searches information and notes something important with using them. According to the SAMSUNG, “We follow the passion of a girl who helps save her grandfather's shop by finding inspiration in her everyday life. With the help of the new Samsung GALAXY Note 3 and Gear, she creates her own masterpiece. We follow her journey through dance, using the innovative features of the Note 3 and Gear, like My Magazine, Action Memo, and Smart Relay, to change her everyday into something amazing." I surprised that this ad didn’t try to reveal their product to promote. In this ad, the girl just used her cell phone naturally. Consumers who watched this ad might get an interest about the phone she used and they might want to buy it. In this way, the agency can intrigue their attention without aversion which unreserved ad might cause.

These days, skills which ad agency uses are very various. I think it means that ad market developed as consumers’ demand increased. Above all the Leo Burnett’s ad is creative and effective. That’s why I like it.