Understanding Semiotics and Intertextuality

In class and outside of class I practiced understanding semiotics and intertextuality. After practicing understanding such ideas which are open to interpretation, I realised that they are crucial in order to recognise the deeper meaning of a media product. The assigned homework below inspired me to try and implement such ideas into my final two minute opening scene to create more depth and meaning.

 

Homework - 

Semiotics and how we - as media consumers - interpret different types of advertisements. 

1. What is your impression

Chosen ad calls for more women in leadership; shows that while men may dominate the executive hierarchy in numbers, it is the women who wield the most fruitful results. 

L'Oreal implemented femininity and their brand into the poster, even though the ad is clearly meant for men in order to show how gender diversity is profitable.

2. Signifiers and what is being signified: 

L'Oreal lipstick - bar chart which shows that when women occupy 30% of management positions, profitability increases by 15%. It also signifies femininity. 

The colour red - power, intensity, passion, as well as courage, attention and motivation. 

Bold text stating "THIS IS AN AD FOR MEN" - humorous in the way that it is directed at men, but at the same time it shows how women need men to hear them in order to make a change (since they occupy a larger part in leadership). 

3. Anchorage:

The overall anchorage of this advertisement that anchors its meaning and directs the consumer to the way to interpret the image is the text below the bold text - "Hire more women in leadership roles. We're all worth it."

4. Conclusion 

The campaign proves that women belong in leadership roles and that feminism and beauty can co-exist. 

Homework -

Analyse the intertextual meaning of The Sunday Times Magazine - Blond Ambition

Intertextuality, being when one media product references another media product within it, is evidently present in this case. 

We can see that Boris Johnson is being hailed as poster boy due to his announcement on backing the campaign for the United Kingdom to leave the European Union. 

He is illustrated in an Andy Warhol style - specifically like Marilyn Monroe - in order to gain attention and become this new blond sensation, as well as a 'poster boy' for Tories (favouring conservatism and traditionalism).