Write a semiotic analysis comparing 2 similar images (or texts to use the correct semiotic terminology) of your choosing, ideally a piece of graphic design. The analysis only has to be about 250-500 words but you must attempt to use key semiotic language such as denote, connote, signify etc.
The image above is an advert for Mercedes-Benz from 1997, at first glance the image appears to be the typical Marilyn Monroe pin up we commonly see so it is strange to think why this image would be used to sell a car? If we look at the bottom right of the image we see the word 'Glamour' it is only small yet together with the image of Monroe it connotes the ideology of Mercedes being a sign of glamour, wealth and seduction. It makes the viewer feel that they are buying into a ... of a select few. As we look closer at the portrait we can see a vital signifier, Monroe's beauty spot has been transformed into the Mercedes corporate logo this signifying that Mercedes is a sign of beauty, perfection and again glamour but also it connotes that Mercedes own her by putting their trademark on her.
Another key signifier of this ad is the colour and layout, the use of red tones and highly saturated colour means that the image stands out and signifies the idea of Mercedes being absorbed by wealth and glamour and that you will stand out to other people if you buy a Mercedes. The main colour being red, white and black which connect to the idea of Monroe's appearence with her famous red lips and white dress she has become so well known for.
It is very interesting that they have used such bold symobolic pieces and a cultural icon within this advert, the symbols are so well known that there is no other way that people could mis-read the ad.
The second image is a car advert for Volvo, it is plain and simple but conveys such a strong message. The first signifier is the safety pin bent into the shape of a car, this signifies the cars safety and is so easy to extract the meaning from as they have used a familiar everyday object which would be understood universally. Another signifier is the simplicity of the ad and lack of colour, it connotes that Volvo doesn't need an expensive advert and symbolic images of glamour to sell its cars it stays true to itself and what the company is known for.. its honesty and safety to its customers. This is also signified by the line 'a car you can believe in', the viewer feel they can trust Volvo and they are assured that they value their customers to put safety as the top seller.
I think the idea is quirky and eye catching, by keeping it simple it conveys what Volvo is known for and the reason why people will buy a Volvo.
We can see that this is far from the bold and glamorous ad for Mercedes but Volvo have stuck to the idea of what they are known and baught for, their safety and honesty. I think both images work just as well to sell their corporate image and would appeal to the right buyers.
I think the idea is quirky and eye catching, by keeping it simple it conveys what Volvo is known for and the reason why people will buy a Volvo.
We can see that this is far from the bold and glamorous ad for Mercedes but Volvo have stuck to the idea of what they are known and baught for, their safety and honesty. I think both images work just as well to sell their corporate image and would appeal to the right buyers.
