Semiotic Analysis Of Katy Perry's Killer Queen: Advertisement

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Awareness from advertisers of non-linguistic and linguistic cues designed to communicate a desired message towards a targeted audience is fundamental. Communication in advertising transpires through decoding and encoding levels of messages from the sender to the receiver via a particular medium. One’s cultural perspective potentially impacts on the connotative meaning of messages perceived. This essay examines the advertisement of Katy Perry’s ‘Killer Queen’ perfume with a semiotic analysis. The advert itself is a conglomeration of symbolic signs, indexical signs, connotations, denotations, paradigmatic and syntagmatic relations combined. The implementation of Ferdinand de Saussure views on signs assisted in decoding this advert, along …show more content…
It is a well-known colour for ‘sexy’ brands and according to Lawes (2008), colours are important to understanding within cultures when selling a product to target the market correctly. Consumers culturally read colours differently based on their understanding and prejudices of colours. The release of the advert in the United States targeted women. Subsequently, the use of the colour red culturally represents anger, danger, sex, dominance and victory. Therefore, this connects back to the advert and the ideology that winning power and authority equates to success in …show more content…
Consequently, signs and doctrine of sign’s within the ad allowed the recipient to view the product as wealthy, powerful, glamorous and sexy and based on their cultural representations. Furthermore, the advertiser marketed the denotative and connotative meanings of messages throughout the ad in an attempt to send ideological and mythical messages to the recipient and hence sell the perfume. On a border and more thought provoking ideological level, the advert perhaps represents messages of freedom, prosperity and justice that women have culturally fought for throughout history. A contradiction perhaps is an alternate meaning with the syntagm ‘Own the Throne’, intentionally placed underneath Katy’s crossed legs and genital area. Perhaps, this signifies a deeper meaning that she ‘owns’ her sexuality, not the advertiser and it is not for sale. Advertisers’ should understand successful communication is a result of the integrated system of cultural norms that allows potential buyers to organise their world and give collective representations. If successful in permitting the reader to receive and successfully decode their persuasive messages, advertisers achieve their central goal of selling their product to their targeted

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