Semiotics

In bcm110 we learnt about signs, what they meant and how each individual interprets signs and their meanings differently. The basic concepts in semiotic theory was formulated by Ferdinand De Saussure and Charles sanders pierce. Semiotics analyses the overall organisation and rules of sign systems that enable meaning to be created and shared. The three key terms; the sign, the signifier and the signified. The combination of the signifier and signified facilitates SIGNIFICATION: the creation of meaning. To analysis semiotics further, I decided to look at an advertisement for Midori featuring none the less Kimmy K.

Let’s start.

 If we have no prior knowledge about the advertisement, who is involved and what the company message is trying to convey, we are able to have a basic understanding of what the photo is representing. Firstly, we look at the overall main point which is trying to get consumers to by the alcoholic drink Midori. The focal point being a lady wearing a skin tight green dress symbolising the colour of the drink. Our attention is then drawn to the background where we see ordinary people fixated on the women standing at the front.  She poses smiling conveying to the audience that she is having a good time.

Now, lets take a step back and uncover the deeper meaning of this advertisement and what it may suggest to some readers. In society we have what is called elite persons also know as celebrities. When we think of these people we often associate them with wealth, class and status. They have used a widely known public figure to suggest to the audience that if you drink Midori you will attract attention and stand out from the crowd which is exactly what famous people do. Kim Kardashian is one of the biggest social media influences with over 132 million followers.  Having her as a focal point suggest to the reader that this drink is classy and not ‘cheap’-  a brand to purchase as we know her status in society and (i.e how much she is worth) and for this we trust and believe that this is something she would drink and for a split second it allows us think we are on the same level as her.

An article posted in the ABC reiterates this idea, “We admire, listen to and imitate them. We desire what they desire. We want to become like them at least on some level. Their lives are our models for life.”

I mean who doesn’t want to be famous?!

Living in Australia the Kardashian’s are a cultural phenomenon so this has allowed me to understand and interpret the image a certain way. I have this knowledge by reading things on social media about the Kardashian’s which has allowed me to make these connections and understand the marketing technique the company has used to sell Midori. So for me yes its possible to read the advertisement in more than one way but I understand that this is only my perspective. Someone who has come from a different cultural background i.e The Amish who aren’t allowed to use technology wouldn’t be able to make the same connections because the signifier is associated by cultural convention thus resulting in different ideas and interpretations of certain images.