OUGD401 - Study Task 4 (semiotic analysis)

Formal semiotic analysis of an image.

Denotations
A photo of Kate Moss against a red and black background, with a photo of the Rimmel product in the foreground of the poster.  The Rimmel logo uses black text on white background compared to the other text being either white or red which makes the logo stand out against the rest of the advert.

Connotations
Our learned associations with the colours black and red connote seductiveness and sexiness, with red associated with love and romance, this targeted at women will subconsciously make the consumer think they will look/feel this way if they buy the product.

The mediated meaning of this advert is the attractive model wearing the product - this signifier has been recycled by the media because consumers will believe that they can look like this or present themselves like this if they buy the mascara.


There are many cultural codes behind this image, the main one being the use of a British female model as the central focus.  This is also reinforced by the crown on top of the Rimmel logo and 'London' underneath in red.  A stereotypical image of a beautiful woman has been used to target young women who wear make up, which could be said to mean the British culture idolises beautiful women so this is used to promote and sell products.

Red is also used in the British flag and plays a huge part in this advert.  Although red can be associated with danger, it is clear that in this image it has been used to represent  beauty.  Black has been used widely alongside the high contrast shadows on the model's eyes, hair, and behind face to enhance the fact that the mascara is 'extreme black'.

The icon in this image is a photograph of Kate Moss and the small amount of text which is advertising the mascara - which there is also a photograph of.  The sign is the airbrushed image of the model which signifies beauty related to the mascara (which is featured on the model).  The Rimmel logo symbolises a well-established brand of make up which people recognise as good quality.  Colour use in the advert can also be symbolic of certain emotions or ideologies.  Since symbols are established by social convention, unless the audience knew of Rimmel already, then this would not symbolise anything to them, or at least not the message the seller would want to communicate.

This advert would usually be seen in the window of a shop or in a leaflet or magazine.  In this context it is aimed at people who would buy from that shop or read that magazine.  If the poster was posted under a graffiti ridden bridge or tunnel then it would be interpreted differently.