Advertisement Analysis
The non-coded messages throughout this advertisement support its symbolic messages. Daisy denotes an image with dull colors of a young woman in nature holding an enlarged perfume bottle. First, color is a major sign that helps the viewer transform its denotations into the advertisement’s overall meanings. The model wears a simple, white, crocheted bikini. No other colors stand out. The color white symbolizes purity and life. Therefore, the image connotes innocence, cleanliness, and vivacity. No stress is placed on the model’s breasts, hips, or lips. Therefore, the sexuality often present in perfume ads is not coded for in this image. Daisy breaks away from sexual connotations and signs by depicting female liberty. Daisy emphasizes natural beauty, as the model is relaxed and wears no make-up, is pale, and is shown with messy/loose hair.
The coded iconic messages capture the overall essence of Daisy’s unique advertisement. The connotations evoke a sense of freedom that successfully targets young female consumers. Although the signifier is a woman and a perfume bottle, the details employed by the creative team and photographers, bring forth the message that the company attempts to convey (or that which is signified). As mentioned above, the Daisy advertisement features a female model alone in nature; this signifies her independence and liberation. Nature adds to the element of purity conveyed by the image while also eliciting spontaneity. She seems unconcerned by her whereabouts as she lies in a meadow (presumably), thus creating a carefree and youthful feel that reflects the perfumes’ overall significance.
There appears to be an enigma code in this image. That is, there is a sense of mystery involved because the viewer cannot point out exactly where each woman is; it is purposely vague. The contents are contained into a selective frame, forcing one to imagine her position on a larger scale; the viewer must assume that the scene takes place in a meadow of some sort.
Daisy perfume is shown in an oversized bottle (another sign). This representation is playful and nonsensical, similar to the mood Daisy portrays in its advertisement. The bottle cap is topped with three plastic daisies. The design is energetic and fun, as opposed to more serious and sleek designs seen in many other bottles.
Finally, linguistic elements play a major role in the visual rhetoric of this advertisement. For instance, it is lively, yet contains a certain elegance that comes with the March Jacobs designer label. All of Marc Jacobs’ ads contain a consistent font choice and layout of text. Because typography is immediately recognized as belonging to the Marc Jacobs label, it can also appeal to a more mature audience as it connotes sophistication and luxury. The clean and simple text is a relay that reinforces the pure quality of the image; the text complements the image. As for the linguistic anchorage, the text directs the viewer to some signified messages, such as simplicity, purity, and sophistication, while ignoring other (like youthfulness and liberation). Lastly, the relationship between image and text in the ad shows the advantage of simplistic and clear contextual arrangement. The perfume name and brand label are placed outside of the frame of the image. They are immediately evident to the viewer because the text is centered within a large white space below the image.
Snapshot Analysis
At first glance, this picture by a pool appears basic and literal. Two girls are captured about to “cheers” before drinking, while another (me) plays on a flotation toy. The denotate photograph contained coded messages through its literalness. That is, although the image is natural in that it is a representation of a spontaneous moment, the non-coded iconic message supports some symbolic messages. Only photographs hold the power to transmit literal information without intentionally forming it with signs.
There are many connotations that the elements of this snapshot evoke. First, the colors are bright and bold, therefore eliciting a sense of happiness and joy. The pool toys signify a youthful, fun, and playful quality. The carefree feel of the image is further enhanced by its context; the sunny pool setting connotates the feeling of a lazy summer day. Next, the image is dynamic in terms of its movement. There is a tension between the girls about to “cheers” with their drinks that creates a diagonal line from arm to arm. Shape and line add motion and interest to the composition; the viewer’s eye follows the diagonal line of the girls’ arms across the picture plane, and then continues on to the circular shape of me looking like a hamster in a wheel. Overall, the picture contains a triangular arrangement.
The text in the image, although not strategically placed, reinforces the image, making it somewhat redundant. The word “crazy” on one pool toy supports the playful vibe of the image; it anchors interpretation as opposed to simple identification. That is, the linguistic message corresponds to the literal, or denoted, meaning. In addition, the text “Sport” is visible on the blue pool toy. This text connotates activity, outdoors, and energy as seem in the image.
Overall, practical and aesthetic knowledge are invested into this image and corresponds to the reading of it. However, Roland Barthes points out that the same lexia can mobilize different lexicons, so each sign corresponds to a variety of “attitudes”. Although I may read the image’s essence as playful and happy, meaning is made up of personal, cultural, and national knowledge and attitudes.