Applying Semiotics

Print ad: Curve Sport Cologne in ESPN Magazine

Denotation

-          Erin Heatherton is in the ad

o   She’s off center, towards more of the left side of the ad

o   She’s standing

o   She has green/yellow eyes

o   Her hair looks like it’s being blown

o   Her left ear is visible

o   She’s wearing a white dress with straps

o   You can see her cleavage

o   Facing forward, towards the reader/viewer

o   She’s holding the cologne with her right hand

o   She’s holding it with her fingers

o   The cologne is held close to her lips on the right side

o   The brand is shown on the cologne bottle she’s holding

o   Her right elbow is on her left hand

o   Her left arm is across her torso area

o   Her shadow or someone else’s shadow is visible behind her

o   Only half of her body is in the ad

o   The brand name is on the right side of the ad/ left of her head

§  The position of the brand Is slanted

§  It says “NEW Curve SPORT COLOGNE”

§  It says “Introducing Erin Heatherton Brand Ambassador for Curve” in small white font below the band name

o   The cologne bottle and container are to the right of the ad, just above where her arm is crossing her torso area

§  The word “Curve” is in cursive

§  It is orange-colored with white shadowing

§  The container is on the left side of the cologne bottle

§  The bottle is dark grey with the colors of the brand

§  The container for it is aluminum, dark gray, and the top is orange

·         It’s facing away from the page

§  It says “FROM THE #1 BRAND OF MEN”S FRAGRANCES*” below the images in white-colored font

§  It says “ AVAILABLE AT CVS/PHARMACY, RITE AID, TARGET, WALGREENS,AND WALMART” in a smaller font, in orange color

Connotation

-          Women love men who wear cologne

-          Women know when men wear cologne

-          Cologne attracts attractive women

Myth (narrative/meaning)

-          By using Curve sport cologne, it will be noticeable for women and they will be attracted to whoever uses it. The women, maybe as attractive as Erin Heatherton, will have some curvature and knowing someone is wearing Curve sport cologne will blow them (their hair) away.

TV ad: Pizza Hut Commercial Crust Flavor Challenge

Link: https://www.youtube.com/watch?v=61qjLlGA5fE

Denotation

-          3 males eating pizza

o   They’re sitting on a worn dark-brown couch

§  One looks white/mixed curly brown/black hair

·         He’s sitting on the right side of the couch

·         He has a ring on his ring finer

·         He’s wearing glasses

·         He’s wearing khaki pants

·         A navy blue long-sleeve shirt

·         His arm is resting on the arm rest of the couch

·         He’s holding a pizza crust with his right hand

o   His arm is being held up and out, about chest level

o   The pizza crust is facing down

·         He looks sort of focused on the game

§  One is African American

·         He’s the furthest from the shot

·         He’s sitting on the left side of the couch

·         He’s holding a red cup with his left hand

·         He’s holding a pizza crust with his right hand

o   His arm is resting on his left leg

·         He’s wearing a grey long sleeve shirt

o   A white undershirt

·         He’s wearing blue jeans

·         He has no expression on his face

§  The one in the middle is white with short brown hair and has facial hair

·         He’s throwing a pizza crust in the box in front of them

·         He’s throwing the pizza crust with his right hand

o   The pizza box is filled with pizza crusts

o   It’s sitting on a coffee table in front of them

o   There’s a red cup on the table

o   The tv remote is on the table

o   Keys are on the table

·         He’s wearing a red sweater

o   He has a blue shirt underneath

o   He’s wearing grey pants/jeans

·         His left arm is resting on his left leg

o   His hand is in the shape of a fist

·         He seems really focused in the game

-          There are things hanging on the wall behind them

o   It’s a white wall

o   Abstract paintings

o   Maps of the world

o   The test you’re given when you get your eyes checked

-          There are lamps on both sides of the couch

o   One has a red cup in front of it

o   The other one has novelties next to it

-          A head coach

o   Throws flags at the middle person

§  The flag is red

o   He’s wearing black shirt/vest

o   A black hat

o   White long-sleeve underneath

o   He’s mad

-          “THE CRUST FLAVOR CHALLENGE” is shown

o   Bottom middle positioned below the coach

o   Pizza Hut circular logo is on the right side

o   Pizza Hut napkin logo is on the left side

o   The font is white

o   The letters are all in caps

-          People in a meeting

o   An older African American male

§  Right side of the table/ first shot

§  Furthest from the first shot

§  Has some grey hair

§  Looking at his female colleague

§  Wearing a green long sleeve

§  Wearing a dress shirt underneath

§  Both hands are on the table

§  A cup closest to his left hand

·         Filled halfway with water

o   A female

§  Sitting in the middle

§  She has short hair

§  Wearing a pink long sleeve

§  Wearing a polka dot dress shirt underneath

§  She’s on her phone

·         She’s holding it with her left hand

·         She’s using her right hand to use the touchscreen

§  There’s a laptop in front of her

§  There are papers on the laptop

§  There’s a cup by the laptop

·         It’s empty

o   A white male

§  Sitting on the left side

§  Tossing the crust on the plate in front of him

§  He has short hair

§  He’s wearing a light blue dress shirt

§  He’s wearing a dark blue tie

-          There are windows

-          The sun is shining in

-          There’s a lamp behind the woman

-          There’s a plant behind the African American male

-          In the next shot of the meeting room

o   There are 3 more individuals

o   They’re all white

§  2 of them are paying attention to the coach throwing the flags

·         They’re sitting down

·         One female with blonde hair with a blue blazer

·         One male with brown hair and a black blazer

§  They’re dressed well

§  One of them is standing up

·         He’s holding a pen with his right hand

·         He’s wearing a checkered shirt

·         He’s wearing a belt

·         He’s wearing tan pants

·         There’s a whiteboard behind/the right side of him

o   There are 3 paintings/pictures behind the coach

o   The wall is white

o   There’s black wooden furniture behind the coach

§  There’s a small lamp on it

§  There are light tan binders on it

Connotation

-          Only men watch football

-          Pizza is the only snack food for football

-          Business people eat the same food as college/adults

-          African Americans don’t care about what’s going on

-          Football coaches are only white

Myth (narrative/meaning)

-          No one eats the crust of a slice of pizza because it’s plain and simple. It’s like a bad call or incomplete, like a play in football. Pizza crust needs flavor in order for it to be a good call or a complete play. In other words, adding flavor onto your, coming from Pizza Hut, would be a better decision.

Outdoor ad: Fatherhood.gov advertisement at a mall

Denotation

-          There is a daughter and her father

o   The father is Roman Reigns and his daughter Joelle

o   The left side of Roman’s face is visible and the right side of Joelle’s face is visible

§  Roman is leaning on his right arm

·         His hand is in a fist

·         He has a Samoan tribal tattoo on his right arm

§  Roman has long hair

§  His hair is on the right side, showing more of his face

§  He is holding a pink teacup with his left hand

·         He is wearing a black watch

·         His arm is being held up

§  He’s looking right at his daughter

§  He’s smiling at his daughter

§  He’s wearing a black vest

§  He has groomed facial hair

§  It says “WWE Superstar Roman Reigns and daughter Joelle” in a small white font below Roman

§  He’s laying up on his right side

§  Only a third of his body is shown

o   There’s a pink teacup near the small white font

o   There’s a pink plate in the middle/bottom of the ad

§  There’s a lighter pink on the inside of the plate and a darker shade on the outside

§  It has wavy edges

§  There’s nothing on it

o   Joelle is holding a teapot

§  She’s pouring “tea” in her father’s teacup

§  She’s pouring it with her left hand

§  She’s smiling at her father

§  She’s looking at her father

§  She’s sitting on her knees/knees in front

§  Her right arm is resting on her lap

·         Her right hand is holding another pink teacup

§  She’s wearing a purple plaid shirt

·         The shirt is sleeveless

§  She’s wearing blue jeans

o   There’s a window

o   There are blue containers in a white shelf

o   There is a couch, but it is mostly blocked by Joelle

-          They are in a living/family room

o   They are playing tea on a light-brown carpet area

o   Behind them is a dark-brown wood floor area

-          They are playing tea

-          There’s an orange area below the image

o   It says “Take time to be a dad today.” Top center of the orange area

§  “Be a dad today” Is in a bigger font

o   Fatherhood.gov is centered below the phrase

o   There are two icons on each lower end of the orange area

§  They might be programs or other organizations that support/are affiliated with this

Connotation

-          Fathers don’t have time to spend with their children

-          Girls like to play tea

-          Big muscular men have a soft side

Myth (narrative/meaning)

-          Regardless if you’re a professional wrestler or a business man, you, as a father, should always spend and make time for your children. Whether if your child is a boy or a girl, do what they want to do, because if they’re happy they get to spend time with their father, you should be happy to make your child happy.