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SEMIOTICS JANET
RODRIGUEZ
PHOTOGRAPHY OF MY TRAMPOLINE
Semiotics can be applied to anything that can be seen as signifying something. For
example, to everything that has meaning within a culture. Even within the context of the mass media, you can apply semiotic analysis to any media texts (including television and radio
programs, films, cartoons, newspaper and magazine articles, posters and other ads) and to the practices involved in producing and interpreting such texts.
The primary goal is to establish the underlying convention, identifying significant
differences and oppositions in an attempt to model the system of categories, relations, connotations, distinctions and rules of combination employed. For instance, what differentiates
a polite from an impolite greeting, a fashionable from an unfashionable garment? The investigation of such practices involves trying to make explicit what is usually only implicit.
I have always tried to listen to my thoughts in order to explain to people that my life is
determined by strengths and that I like to avoid negativity. I want to take you back to when I was a child and my mother signed my younger brother
and I up for a cheerleading and football summer program. There were different expectations from the both of us, in terms of being the best in our specific sport. However, my mother always wanted me to be the best that I could be, being a female, and doing the things that she was
never allowed to be involved in throughout her childhood.
Later in college, I took a digital photography class that challenged me to create an emotion through a picture that represented how I viewed myself. For this assignment, I knew I wanted to write about the picture I took of me on my trampoline because there is a deeper
meaning to the object itself, and I wanted to figure out what personal qualities I had that kept me going even after failing.
Throughout the process of creating this photographic moment, there was a question I decided to ask myself, what do you want for others to see the most in you? I asked this because it seems like the majority of the things that I have done is because I have always wanted to do the things that I know my mom would have like to have done when she was a young adult.
The signifier in this photograph is the trampoline. It cannot be identified as my mother
until explained. However, she metaphorically represent the gravitational pull that I am pressured to return to because of society. But apart from the pull that brings me back down
from my high, are the emotions I wanted the viewer to see when they looked at my photograph. How would they be able to tell a story from the picture of me jumping away from the
trampoline? Well it is simple. I have listed personalized strength insights, which describes what makes me stand out from all others who are not standing on a trampoline. As I was processing what I wanted to do for this piece of photography, I knew that I
wanted to visually tell a story about who the girl in the picture represented, being myself of course. I created a list of personal traits that I knew would stick out immediately just by looking
at the picture.
The first personal characteristic I came up with was that I am a Maximizer. I am a person
who is focused on strengths as a way to stimulate personal and group excellence. I seek to transform something strong into something superb.
Staring at the picture, it is very likely that you recognize her ability to involve different
sorts of individuals in her life. For example, many people can recall that she was the first person to welcome them with open arms, an open heart, or an open mind. Because of her strengths, she forges ahead to build the life she envisions. She also reaches her goals by finding as many
opportunities as possible to use her unique abilities and natural gifts.
By nature, she can often accommodate the unique talents of people. Characteristically she accepts human beings just as they are. She can argue that people who have ample
opportunities each day to do what they do well will produce excellent outcomes.
Armed with these insights, you would think she probably inspires many individuals to move into action. She realizes life is more fulfilling for people who choose tasks and are given assignments that closely match their talents. Often, she will notice the different moods, need for information, or preferred forms of recognition for the people in her life. Chances are good that she finds that life is quite satisfying when you concentrate on using your dominant talents. With that, she is likely to move much more quickly towards her goals when she practices doing what comes
naturally.
The second insight is that I am an Activator. I am someone that can make things happen by turning thoughts into action. It is very likely that I sometimes make choices or judgments
when no one else seems willing to do so.
Once she takes charge, she may be eager to launch initiatives, present proposals, or solve problems. Chances are good that she occasionally feels a surge of energy when she starts talking with newcomers. With this example, you sometimes generate such enthusiasm that they
you can participate in activities, join teams, register for classes, or interview for jobs. Instinctively, you intentionally show your approval of an individual by referring to interesting
points the person made during a conversation or presentation.
By nature, she can be described as a “what you see is what you get” person just by looking at those characteristics. Perhaps there is little mystery about who I am? Now and then, I do make a point of talking with strangers. I sometimes tell them about myself without being
asked. Driven by your talents, you periodically determine for yourself or others what should be
done. After you have made up your mind, perhaps you waste little time moving forward with projects or assignments.
I am Positive. I am someone that has an enthusiasm that is contagious. I am upbeat and
can get others excited about what they are going to do. It’s very likely that she senses there is something good in each person she meets. Her open approach to people makes her a very likeable individual. Because of her strengths, her enthusiastically characteristics welcome
opportunities to converse with people.
The animated give-‐and-‐take of dialogue is likely to help you appreciate what is right about your life and the world in general. Driven by her talents, she often declares, “Life is good!”
She probably says this when she knows she has been accepted into a group by all its members.
I am Adaptable. I prefer to “go with the flow,” and I tend to be a “now” person that takes things as they come and discovers the future one day at a time. Because of my strengths, I am quite comfortable letting the day’s events and people’s demands determine what really
deserves my attention.
It’s very likely that she spontaneously gravitates to roles where she can handle tasks or deal with issues the moment they arise. Life is wonderful when you have the freedom to do what you decide is necessary. You probably are grumpy on the days you are forced to follow
rigid schedules or procedures. But by nature, she pictures herself handling situations and issues that could arise in the coming months, years, or decades.
She mentally rehearses what she plans to do in various worst-‐case and best-‐case
scenarios because of her attempt to jump on the trampoline. Her forethought prepares her to deal with whatever happens. She is a flexible person. She is not easily flustered by unexpected events, problems, or opportunities. Chances are good that she handles whatever tasks come her way in the course of the day. Mind-‐numbing routines, processes, paperwork, or production lines
eventually bore her.
On the other hand, she thrives in environments where she must deal with unexpected requests, like jumping high on the trampoline, and unanticipated problems, or changing
priorities. Being flexible by nature, she enjoys creating solutions as needs arise. Actually, she thinks better and accomplishes more when her ability to respond to situations on a moment’s
notice is acknowledged, used, and appreciated.
Again, driven by her talents, she traditionally decides all is well in her life when she allows each day to unfold on its own terms. She is apt to feel restricted or boxed in by people who force her to adhere to their plans, processes, rules, or procedures. She often argues that human beings must be flexible as they plan for the future. Why? Because life is filled with
constant surprises and changes. She is determined to avoid creating undue stress for herself and others by acknowledging this simple fact.
I am also Harmonious. I am someone that looks for consensus. I do not enjoy conflict,
but rather, seek areas of agreement. It’s very likely that I periodically reject impractical rules, processes, schedules, itineraries, or agendas.
To some degree, when you look at the picture, you see her as a realist. Thus, you might
opt to do what works and avoid razzle-‐dazzle action plans that is, showy, complex, or confusing maneuvers. Perhaps your straightforward and easy-‐to-‐follow steps, requirements, or due dates provide individuals who perform certain types of tasks with an equal opportunity to succeed. Because of her strengths, she might educate herself about the basic facts surrounding certain
types of issues or situations.
Chances are good that she traditionally feels more confident about herself and life in general when she finishes every task she has been assigned by the end of the day. She tends to complete her work for several reasons. She does not want to upset anyone. She does not want
to take advantage of anyone. She just wants everyone, including herself, to be happy.
However, I do not want to pretend that difficulties are not a concern of mine. I hope to
become self-‐assured in every aspect of my life. I have grown up to be an ambitious woman, yet I feel like there is more that I need to know or have, in order to be the best candidate for the
career that I wish to have.
Other people need to know that while I find the good in virtually every situation, I am not naïve. I recognize challenges, and can communicate the reasons for my optimism. My positive approach will be most powerful when others realize it is grounded in reality.
Semiotic Analysis
Signifier: Ray Ban Sunglasses
Signified: The definition of Ray Ban is not represented in a way for you to understand what it is just by looking at the ad. But it is enough for you to understand that the brand is much different
and targeting a younger demographic based on what they represent in the ad itself.
Image: In the ad, two men are holding hands and walking in a busy street full of working-‐class people.
Symbol: The two men holding hands are a symbol of freedom against society. You can be whoever you want to be with Ray Ban sunglasses. You never have to hide from anyone because
the brand is liberal.
Connotation: The Ray Ban brand has a very unique story compared to other sunglass competitors. The history of the Ray-‐Ban Aviator dates back to the 1920s, when new airplanes
allowed people to fly higher and farther. The sunglasses were remodeled with a metal frame the following year and rebranded as the Ray-‐Ban Aviator. In this ad, the creative director wanted to bring back history by creating a setting in the past when people dressed different and had vey
different beliefs about the gay community.
Signifier: Smart Water
Signified: The definition of Smart Water does not mean that it is a going to make you smarter, or meant for those who are smart. But with the name, it helps to brand the water as a smarter choice in water brands, in order to differentiate itself from competitors in the water industry.
Image: The bottle of water is being held by a celebrity endorsement in a kitchen setting. The celebrity is Jennifer Aniston, a former actress in a show called Friends who has been known for
her sweet girl-‐next-‐door look.
Symbol: The fact that Jennifer Aniston is drinking the water with a straw instead of just drinking it from the bottle opening creates a different meaning of what water means to her as a female. It’s targeting a different type of woman, the one that drinks water for an everyday living, not to
chug during workouts.
Index: The sign that conveys logical connection to the water is clear when the ad is taking place in a kitchen setting, compared to other ads where the bottle of water is placed in a fitness
setting for a target audience that enjoys fitness.
Denotation: The copy in the ad represents her lifestyle with water. It never goes out of style, and it is her idea of a good taste that keeps her going throughout her day.
Signifier: State Farm Insurance
Signified: The definition of State Farm is not represented in a way for you to understand what it is just by looking at the ad. But it is enough for you to understand that the brand is much
different based on what they represent in the ad itself.
Image: In the ad, there is a fire made with wood and rocks supporting a flat grill from a vehicle to cook chicken.
Symbol: The grill in this ad is used to represent what the meaning of a car is if you do not have insurance and your car gets totaled. Pieces of the car will no longer be of good use if you do not
take action prior to an accident.
Denotation: The literal meaning of a representation that the grill with food cooking is that with insurance from State Farm, your car will save you money in the long run. The cay may be in an accident, but you will not lose it completely. It could be used for something else that saved you
money.
Auteur Theory: The copy in the ad says, “It wasn’t a total loss,” which in this ad means that the car was not completely damaged to where the owner had to get a new car, or the severity of the accident was not as bad. I think what it is trying to tell you, is that the importance of insurance will help you in the long run. You will not have to worry about replacing the car, because State Farm has it covered. The severity of the accident is not going to feel as big with insurance.
Signifier: McDonalds I’m Lovin’ It
Signified: The definition of I’m Lovin’ It is not represented in a way for you to understand what it is just by looking at the ad. But it is enough for you to understand that the brand is much
different based on what they represent in the ad itself.
Image: In the ad, two hands are laid across a white table. One if laid flat and the other hand is turned to the side. On the bottom right corner of the print ad, is a no utensil allowed sign above
the McDonalds logo.
Symbol: The two hands are placed in specific angles to demonstrate that the fork is the flat hand and that the hand turned to the side is the knife.
Denotation: The fact that the hands represent the utensil used when eating a meal, and that the symbol for no utensils allowed sign is on the ad itself, it is telling us that at McDonalds, no one needs any of these to enjoy their meal. All you need is your hands to eat their food. Unlike other competitors in the fast food industry, McDonalds has found their one thing that makes them
stand out.
Signifier: Nissan Tiida with expandable trunk
Signified: The definition of the expandable trunk does not mean that it is a going to make the car longer. But with the name, it helps to brand the car as a smarter choice in car brands, in order to
differentiate itself from competitors in the water industry.
Image: In the ad, a small picture of the Nissan Tiide is placed on the bottom right corner, almost making it hard to see. In the middle, a large sized cooler is pulled apart to make it stretch.
Symbol: The fact that the cooler is placed in the center of the ad as a stretched out cooler, symbolizes the trunk of the Nissan car. From just reading the ad, you can see that the ad is
telling you that this car is adaptable to fit your items in the trunk.
Denotation: When you read the headline of the ad, it tells you the name and style of the car. The interesting part of the copy is the fact that each letter is spaced out when it spells out
expandable. Although the copy is hard to read, it still provides meaning to its name.
Signifier: Volkswagen
Signified: the Jetta model has been the vehicle that represents the brand of Volkswagen even though there are many other models for the company.
Images: the shape of the interior model of a Jetta is created with sand.
Symbol: the woman on the upper right corner is a symbol of the ad because she is the driver in the vehicle. She is in a state of relaxation or vacationing daily when driving.
Denotation: this ad is intended to sell the brand and the Jetta model. They used sand as the
texture of the interior design of the vehicle and placed children in the back seat and a driver in the front seat. The focus on the ad is actually in the back seat of the car with the two children,
but the driver plays a significant role.
Syntagmatic: By creating a vehicle's interior design out of sand, the family is able to enjoy their commute. The children are playing with the sand while the driver, also known as the mother, is relaxing under the sun in the drivers seat. The trip to a vacation spot can be a hectic commute when you are traveling with your entire family. You will enjoy the space and the interior design
of the car. Imagination goes a long way and the children will appreciate it.
Metaphor: The sand represents the interior of the car; it also is represented as the vacation spot for everyone in the vehicle. It influences your imagination and makes you believe you are
already there. That’s how amazing the car is.
Signifier: Corona Extra
Signified: The definition of Corona does not mean that it is a crown, when translated into English. By definition, it helps to brand the beer as a gold light beer, in order to differentiate itself from
other beers in the liquor industry.
Image/Icon: The bottle of Corona is placed on top of a flat top rock in the late evening at the beach, with the moon half shaped like a lime to represent the refreshment that the drink provides the consumer. Outside of Mexico, Corona is commonly served with a wedge
of lime or lemon in the neck of the bottle to add tartness and flavor.
Symbol: The half shaped moon is a symbol of the lime that is commonly used to drink the Corona, to give it a refreshing taste.
Index: The sign that conveys logical connection to the beer is clear when the ad is taking place in the evening/night, compared to other ads where the bottle of beer is placed in a sunny beach for day drinking. This ad is a representation of the night drinkers, when the action is most
commonly taking place.
Denotation: In the US, Corona is best known for its ads featuring a man and woman lounging on a tropical beach. The copy in the text says “Buenas Noches,” and when translated it means good night. This is how I came to reason that the ad is targeting night drinkers rather than the day
drinkers that are usually hanging out at the beach.
Signifier: Glad Force Flex
Signified: The definition of Glad is not represented in a way for you to understand what it is just by looking at the ad. But it is enough for you to understand that the brand is much different
based on what they represent in the ad itself.
Image: In the ad, there is a Hispanic family, playing a traditional game of breaking a piñata in their backyard party. They all seem confused when looking at the bag of glad.
Symbol: The Glad bag is being used as the piñata in this ad, making it harder for the children playing to break it in order to get the prize inside. In the ad, you see the adult male staring at the
bag confused, with the broken stick that is used to hit the piñata on hand.
Denotation: The fact that the stick that is being used to break the piñata is suddenly broken when the adult male attempts t help break the piñata represents the garbage bag and its brand.
The force flex version of a Glad bag is so strong that it cannot be broken even by force.
Signifier: Hidden Valley Ranch Dressing
Signified: The definition of Hidden Valley is not represented in a way for you to understand what it is just by looking at the ad. But it is enough for you to understand that the brand is much
different based on what they represent in the ad itself.
Image: In the ad, there is a “naked” carrot lying across a white surface, with a bottle of ranch dressing on the bottom right corner.
Symbol: The carrot in this ad represents the food that is incomplete, or naked without a dressing in your salad or meal.
Auteur Theory: The copy in the ad says, “Dress it,” which in this ad means that the carrot is not good alone. I think what it is trying to tell you, is that the taste and the side dish of the ranch dressing from Hidden Valley will make your snack taste better. Without the ranch, the carrot
feels naked and the ranch will cover it.
Signifier: Equinox.com
Signified: To define Equinox, it is the time or day at which the sun crosses the celestial equator when day and night are of equal length. Equinox fitness club embodies quality, movement and
energy. Therefore the brand represents the services that result within in time.
Image: The advertisement captures movement in the shot and promotes the energy that results from fitness training with a man and a woman. They place a headline and a tagline which is “it’s
not fitness. Its life” on the ads.
Denotation: this is an ad for the equinox brand. They decided to use a make to represent the results from fitness by laying a beautiful fit woman on his back as he carries her through what looks like a house due to the white furry carpet. The bottom half of the ad is just black with
white short copy. The logo is placed on the lower right corner in small size.
Connotation: There is no product involved, but with its name, the benefits that result in the use of the program or service are represented in the ad. They captured the desired outcome with fitness results. The brand itself wants to be different compared to other fitness centers. There are several different wild sexual versions of this ad that captures the desired outcome. As a result, they have received a lot of negative press from the campaign. The New York Post in
March 2013 said that it was “pornography plastered on public property.”
Diachronic Analysis: Many fitness campaigns are centered on the equipment and fitness wear that will help you reach your goals. However, this brand takes a completely different route and
creates an objective of the campaign that moves beyond the results fitness clubs usually promise and incorporate sex. The ad is not about being strong and getting the girl, but about the moment when you get into better shape, you get this confidence, and it lowers your inhibitions and can get you into compromising situations. Equinox recently launched another campaign with the headline “Equinox Made Me Do It,” to show fit, attractive models transgressing in
numerous ways.
Paradigmatic Analysis: The style that the ad is portrayed sort of represents a wealthier consumer; due to the structure of the fitness center itself. Its not your average YMCA anymore,
it’s a place where you are going to be living and creating a new lifestyle.
Auter Theory: The equinox campaign is definitely a change in the fitness industry and considered one of the most unique until this day. When you look at the ads, you do not look at the brand or what it is trying to sell you, but what lifestyle fits you or want in the near future. It captures your
eye with its high fashion and high quality photography.
Mirror Neurons
This article called A Revealing Reflection describes how humans and other animals are physiologically and neurologically equipped to perceive and mental imitate every action we
witness in a process known as mimesis. Citing neuroscience research findings on mirror neurons, the article raises questions, which pertain to this course in Semiotics.
What does this research suggest about how we process semiotic constructs to which we are exposed?
This article suggests that everything we watch someone else do, we do as well, and however, we do it in our minds by rehearsing or imitating every action we witnessed. It’s a biological dynamic for our understanding. We also use them to appreciate things, and to feel the meaning behind that particular thing to enjoy. Many researchers believe that mirror neurons were a crucial in
the development of the elaborate social skills, social networks and knowledge infrastructure we call culture. The information can spread, and build on and modified to create the intellectual
and social dynamic of culture.
What does this research suggest about how audiences perceive semiotic constructs or media texts created by artists in your discipline or concentration?
Iacoboni speculates that the strength of mirror neurons may be such that imitative violence, if reinforced, may be harder to resist. One example is the current social media habits that we have
developed.
Social media has transformed how the millennial generation shares its thoughts and extends its influence over others. Stars, Likes, and comments have given them power to share their
opinions and pass judgment on the things they approve and disapprove. Unlike the past, fans can actually speak to celebs directly and sometimes get a direct reply. For example, when other
people see that they get a response, those people start liking that celebrity too.
A new social currency that will be impacting this industry, are vloggers, and the influence they have to sell products for your brand. Vloggers enjoy talking about their life online. Their
influence defines how they are perceived so that various groups, corporations, and organizations can try to understand how to engage them.
Considering the fact that in the past, companies had to chase people down to make them cool, they can now collect their demographic profiles in real time through social media.
When creating a forum for this group to communicate and share their opinions with each other, it can create loyal followers and increase sales. However, if a brand’s offering does not satisfy their needs, the judgment that millennial’s pass can make or break its adoption and success.
Whether it’s supporting a cause, offering an opinion about a product, or simply giving their support to a political figure, millennial’s know their voice has power, and they are wielding it.
MACAC
Nike Ad For Make It Count
Motive:
To make it count Encourage people to make it happen Action:
Do something Demonstrates how to make it count Defy Standard approach Convention Context:
Travel the world People s wasted lives Audience:
18-‐34 males 12-‐17 males? Consequences:
Motivational Animated philosophical thoughts
The Great Gatsby-‐ Film
Motive:
Film remake Prescient Drawn to past Relive Story 1920s Franchise Actions:
Symbolism -‐house -‐green envy -‐eyes -‐colors women language modern music architecture fashion Context:
Women Economic Paradigm Current opulence Audience:
Gatsby fans Titanic Jay-‐z music fans 30 years or younger Consequences:
Pretty Overdone No depth
Metaphor Elicitation
BEHAVIOR
My intentions were to observe the differences between men and women’s buying behaviors when purchasing personal care items. My definition of personal care items is toiletries and cosmetics that apply to one’s physical appearance. The products fall under the “esteem” category of Maslow’s Hierarchy of Needs because they affect the way we want to be perceived and how we feel about ourselves. I specifically chose the store Target because of the easy accessibility and we thought it would get a substantial amount of traffic. Since there are multiple locations we decided to break up and go to three separate stores to get a diverse group of observations. The three locations I chose were:
·∙ City Target on South State ·∙ The Roosevelt Target ·∙ The Uptown Target
Target is one of the largest retailers in the US. The company enjoys a strong brand value which enables quick penetration and a large and loyal customers base. With its well established presence in the US, Differentiation through strong merchandise assortments–an edge over Wal-‐Mart Price positioning adjusted to consumer behavior and reinforced through value marketing message REDcard rewards loyalty program.
During my observations, I wanted to compare the differences of buying
behaviors between men and women ages 18-‐35 because we felt that it was the typical shopper that would be at Target. When observing the consumers I paid specific attention to what they did and the interaction that they had with the product. My hypothesis was that men would take a shorter amount of time while shopping for personal care items than women because men know what products they want to buy and women tend to compare their options more.
After combining the observations I noticed that one of the consumers who spent the shortest time during the buying process was a female. The actor was a Middle Eastern woman who was in her low to mid twenties. She was wearing jeans with a black sweater and fleece jacket, her hair was pulled back into a ponytail and she had a large purse. This particular actor was shopping at the Uptown Target in the women’s body wash aisle. The debate was between two different brands of body wash. After some time it started to become apparent that she had a stressed expression on her face while comparing the evaluative criteria of prices and value of the body wash. Her actions consisted of pacing back and forth from one price tag to another. A few minutes passed by and she concluded her choice with the cheapest body wash. The “Just Noticeable Difference” (JND) is a psychological measure that was visible during this observation.
Gustav Theodor Fechner, a German physicist and philosopher, founded the term in the 1800s.
The essence of this concept, when applied to marketing and pricing practices, is that consumers are consciously aware of significant increases in the price of a particular product or service, and unless there is an obvious benefit associated with the price increase, they are likely to react in an adverse manner by searching for alternatives. Another facet to the JND concept involves changing the product or service rather than the price point. If you are manufacturing a product of slightly lower quality than your competitors but priced at the same value and your customers do not notice the difference then your profit margins are better than your competitors. The trick is to ensure the difference in quality is slight enough to avoid the point of JND. On the other hand, if you increase the quality of your product just beyond the JND, you should be in a good position to increase your price and offer a point of advantage your competitors cannot offer, rather than driving sales and a reputation for quality products.
The consumer who spent the least amount of time was a gentleman who
purchased Crest 3D white toothpaste. He was a Caucasian man in his thirties wearing jeans and a black fleece jacket. He seemed completely brand loyal, spending a substantial amount of time deciding which size of toothpaste to purchase. After deciding on toothpaste, he then made a move toward the whitening strip kits. This may have been the consumer’s first time using a product like this because he spent a long time grappling with the decision. At first he was reading as much as he could about the product, then comparing between the standard teeth brightening product and the elite teeth-‐brightening strips. He made the final decision of purchasing the standard teeth brightening product, but moments after he turned back around for the elite product and put back the standard. The fact that this consumer went straight for the Crest products makes him an acquisitional shopper. What this means is that the consumer went to the store with a specific brand in mind and he did not shy away from that brand, this could be due to his past experiences with the brand which caused him to become brand loyal. This consumer could also be defined as an epistemic shopper because of his retrieval of information about the whitening strips. Epistemic shoppers are defined as shoppers who obtain information about the products they intend to purchase, like deciding which teeth whitening kit to buy.
Through my research I found my previously stated hypothesis to be incorrect. I
found that women tend to take longer while shopping for personal care items because they practice as epistemic shoppers. Men on the other hand, tend to know what they want and spend a small amount of time shopping, which is known as an acquisitional shopper.