Semiotics exam worK

"English" Evaluation

1. I think the audience are encouraged to think that main two characters are the villains in the short film, based on their actions and how they carried themselves.

2. At the end of the film we find out the the two main characters are deaf, but up until that point we made assumptions based on their actions. This helps emphasise de Saussure's belief as all throughout the film we are constantly assuming things about our two main characters.

1. The signifier and signified

2. Open to interpretation and more than one meaning

3. He meant that people can have the same interpretation about an object

4. Hermeneutic code

    Proairetic code

    Cultural code

    Connotative code

    Symbolic code

1.

  Icon - Ash_Tree_-_geograph.org.uk_-_590710.jpg

  Index - Skull and crossbones 

  Symbol - Gender symbols (male, female, etc.) /cross (christianity)

2. Icons and indexes are so important in media texts as they allow producers to communicate with their audience. An example of an icon in the media could be the Snapchat app logo. This is a well known icon established with the app and it allows a connection to be made between the consumer and the producer. An example of an index in the media could be dark clouds in the sky in the movie. This allows the producer to communicate to the audience that it is about to rain without even having to show actual rain.

3. Global brands might try to avoid using symbols in their advertising and marketing as this would limit the number of people that would understand their message. This is because the connection between the signifier and signified in symbols is completely arbitrary and must be culturally learned. Therefore, if global brands were to add symbols in their advertising, new consumers wouldn't understand the message they are trying to convey and, consequently, they would be deterred from purchasing the intended marketed product. 

4. The most relevant example of an advert that failed due to the producer accidentally communicating the wrong meaning was the Pepsi advert that featured Kendall Jenner. The advert involved a multitude of people of different cultures, faith and sexuality coming together in a protest. There was a row of police men stopping the protest from going any further. However, when Kendall Jenner offered one of the police men a can of Pepsi, he gladly accepted it and the police men let the protesters continue. This was turned into a meme by social media and in all fairness, set an example for companies on how to fail an advert.

5. This advert is from the makeup brand L'Oréal Paris. It was made to market the new L'Oréal True match foundation that features 23 shades, making the foundation truly usable for almost all cultures and individuals of all skin tones. It was a well known fact that many individuals struggled to find a foundation colour that matched their skin tone due to the very limited and generic colours available. The line used in the advert 'because we are all worth it' highlights the positive message and action L'Oréal has made here.