We can find that three major components of the advertisement: the woman, the can, and the sentence which is also written in vertical are situated along the direction of a certain vertical axis that we can imagine in the middle of the picture. In this ad, we can find an axial balance between the different elements represented in the advertisement. Let’s start looking at the different elements that we can analyze while looking at this advertisement: However, I chose this ad in order to reflect what I have mainly learned from this course: This ad seems to be a very simple and clear one, however while decoding it we will be surprised by the various messages that this advertisement is trying to send to us rather than only: Go and BUY Diet Pepsi
Addressing the feminist perspective, I could have chosen any other advertisement like the one presented by Tom Ford, Gucci, Dolce and Gabbana in which we can obviously see the ideas of men’s dominance and women’s subordination. Then I will be providing a feminist interpretation of this advertisement.īefore moving into the analysis part, I would like to justify why I chose this advertisement. I will be analyzing this advertisement through referring to the different elements that we usually look at while analyzing an advertisement and which are addressed in the reading: Analyzing Print Advertisements. While referring to the example of the Pepsi Company, I will continue focusing on this company by choosing an advertisement of diet Pepsi in order to analyze. However, I believe that it is common sense to argue that we will continue to buy Pepsi regardless of the presence of advertisements that will convince us in going to the super market and buying Pepsi. Do Pepsi’s sales will be really affected if the company stops or decreases its expenditure on advertisements? Are we really going to stop drinking Pepsi, if there will be no more Pepsi advertisements? I am not a marketing expert in order to provide a scientific response to show whether advertisements really matters while addressing highly consumed products. I always wondered why a company which produces an international product that is consumed all around the globe for example like Pepsi, needs to spend so much money on advertisements especially through the participation of the top earning football players and Hollywood stars in these ads. It is true that advertisements are used in order to sell products and to increase the profits earned by a certain company, however advertisements are also used to send certain messages to people and these messages have the ability to affect extremely our needs, perceptions ( of ourselves and of the others), and values. As we are approaching the end of the semester, I believe that I should start this assignment with a sentence that differs from the one that I used previously in the blog post due to the improvement of my understanding of advertisements.
I started the blog post with the following sentence: “As we all know advertisements are usually made in order to convince people to buy a certain product” and then I moved to the analysis of the ad using the semiotic approach. Also we had to examine the connotative and the denotative meanings of the advertisement.
Two months ago, we had to work on a blog post in which we were asked to analyze a print advertisement using mainly the semiotic approach through referring to the following concepts: signifier, signified, sign.