Abstract
Semiotics is an indispensable theory of decoding images in modern times. In this paper, I will focus on three important scholars in the semiotics study area who are Saussure, Peirce and Barthes, their theories are extremely important and useful for helping us analyse advertisements. In this case, I use their theories to analyse two luxury perfume advertisements which is Dior J'adore and Burberry London, and can understand the meanings and structures of the advertisements by the theory of semiotics. These semiotic theories explain symbols in print advertisements of these luxury brands from the perspective of Semiotic, to explore the reasons of success of print advertisements of luxury brands and connotation meanings behind extension meanings from these image symbols. It is necessary to master some features of symbols well during advertisements design, sophisticated symbol design during advertisements design can improve texture and level of advertisements as well as spread messages accurately, achieving the unity of beauty and practicality.
Highlights
IntroductionAs a part of our life, advertisements appear anywhere and anytime
Nowadays, as a part of our life, advertisements appear anywhere and anytime
The sign is related to the object in our daily life, so that we can know the meaning of advertisements by signs
Summary
As a part of our life, advertisements appear anywhere and anytime. Analysing them has become an indispensable activity in our society. Semiotics is the key to advertisement decoding. Bignell (1997) claimed that Semiotics refers to the study of how signs communicate meanings. Semiotics is a type of signs’ study. I will focus on semiotics in our contemporary society, and will briefly start with outlining the theory of semiotics. This section will be followed by an analysis of two perfume advertisements based on the theory of semiotics. I will go on to discuss how the advertisement produces meanings and attracts the viewers. It is claimed that semiotics is an extremely useful tool of analysing advertisements
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