Introduction (succinctly)
The mass media embodies a distinct symbolic system of expression for delivering messages to audience. Semiotic analyses on advertisement expose cultural norms and values associated with a particular society or group of people. The semiotic concepts of the icon, index and symbol must be carefully considered when analysing the media. “Semiotics highlights the way that we ourselves take part in the creation of meaning in messages, suggesting that we are not mere bystanders in the advertising process, but participants in creating a code that unites the designer and reader” (Leiss, Kline, Jhally, Botterill 164).
Red Riding Hood, Chanel No.5 fragrance advertising film from 1998, is in commodity culture genre. Chanel is French …show more content…
The film reveals repeated sexual interaction as symbolic of the relationship between man and woman in the storyline. The film starts with her walking towards a vault through a long corridor in a protected industrial environment. In her vault, filled with gold fabric tiles, bottles of Chanel No.5 perfume, displayed on wall, signify her incredible collection of sex appeal and seduction. After dabbing her pulse points as she waited for long for the moment, she carries the perfume in her picnic basket to protect from other women. The wolf is stepping out slowly and walking faster as soon as she put a shiny red satin cloak on and heads for the door, where she turns at the last moment and where the gold polished marble floor tiles and columns reflects her self-regard, love and self- identity. The interior space certainly signifies her richness, wealth and a royalty. She places a finger to her lips and hushing towards the wolf sticking out his tongue signifies a man with strong sexual appetite. He sits obediently as she flips her hood over her head and with a smile heads out the door to the Paris skyline and the Effel tower which signifies male sexuality. Overall, the
The mass media embodies a distinct symbolic system of expression for delivering messages to audience. Semiotic analyses on advertisement expose cultural norms and values associated with a particular society or group of people. The semiotic concepts of the icon, index and symbol must be carefully considered when analysing the media. “Semiotics highlights the way that we ourselves take part in the creation of meaning in messages, suggesting that we are not mere bystanders in the advertising process, but participants in creating a code that unites the designer and reader” (Leiss, Kline, Jhally, Botterill 164).
Red Riding Hood, Chanel No.5 fragrance advertising film from 1998, is in commodity culture genre. Chanel is French …show more content…
The film reveals repeated sexual interaction as symbolic of the relationship between man and woman in the storyline. The film starts with her walking towards a vault through a long corridor in a protected industrial environment. In her vault, filled with gold fabric tiles, bottles of Chanel No.5 perfume, displayed on wall, signify her incredible collection of sex appeal and seduction. After dabbing her pulse points as she waited for long for the moment, she carries the perfume in her picnic basket to protect from other women. The wolf is stepping out slowly and walking faster as soon as she put a shiny red satin cloak on and heads for the door, where she turns at the last moment and where the gold polished marble floor tiles and columns reflects her self-regard, love and self- identity. The interior space certainly signifies her richness, wealth and a royalty. She places a finger to her lips and hushing towards the wolf sticking out his tongue signifies a man with strong sexual appetite. He sits obediently as she flips her hood over her head and with a smile heads out the door to the Paris skyline and the Effel tower which signifies male sexuality. Overall, the