 Source: https://www.researchgate.net/figure/Panzani-Pasta-Ad-Barthes-1968_fig2_262254969 Roland, B. (1968). Panzani Pasta Ad. Italy: Panzani. For this week's session, we were analysing the the methods and ingenuity that goes into the creation of advertisement. Advertisement is shown throughout media a lot in today's world, and has been a staple of the marketing strategies used by major corporations for well over a century, especially in the newer digital age we live in. We were given two pieces of paper to look over, one was of a Panzani French-Italian food collection, ranging from raw ingredients such as tomatoes, parmesan cheese, etc. As well as pre-packaged processed spaghetti, pasta, and tomato puree. These were all kept together in a netted bag, similar to a street market sack. We all discussed and came to the conclusion that this advert was to promote the brand's high quality and that it was promised to be an authentic Italian cuisine. We picked apart the details in the poster, which showed that it wasn't entirely true to it's word, but just enough to be considered fit for purpose (e.g. The colours in green, white, and red promoting hunger and the country of origin, the bursting composition showing all the range of items to choose from as they fall from the bag. The main denotation we can take away from the Panzani ad, is that it's main purpose is to promote and advertise the fact that it is trying to sell authentic Italian cuisine, food items include vegetables (tomatoes, peppers, spices), pastas, spaghetti, and more. Italian cuisine is very revered around the world for their uses of these items and products, so it should not come as a surprise to anyone that it would include and be instantly recognisable to a passerby who might see this ad plastered on the side of a supermarket, website side bar, etc. Connotations are very positive and engaging to those who may be hungry or wondering what their next meal for dinner might be, as the advertisement inspires culinary creativity, and various means to create a meal any way they'd like. The design of the advert is very clever in that sense too, as the burst open street-market bag shows it to be literally bursting with possibility in what you could make with it. It is very possible to see this as a good marketing strategy they included on purpose, for this exact reason. Other strikingly noticeable connotations would be the red, white and green colour schemes that were chosen to detail the packaging of the pasta. This is also a clear nod to the Italian flag, the food's country of origin. Another element that can be seen as an addition to the Italian cuisine itself, is that the food being sold is actually being manufactured in France, as seen near the bottom left. This is a sort of white lie that's being told as it isn't truly an Italian-made cuisine, only inspired by it. This can lessen the effect and create a negative connotation if someone were looking for something more authentic to the country of origin, but can also create an opposite effect for those willing to find a more unique flavour and are curious to find out what this brand might have that others don't. The fact that it is being held in a market stall sack, implies that it is affordable to the working class region of people, but the presentation can also be seen as high quality Italian inspired food none the less.  Source: https://www.imdb.com/title/tt8934082/ IMDB. (2018). Dior: Joy. Prague. Dior: The New Fragrance. Dior's JOY is an elegant and feminine perfume brand that is primarily targeted towards, but not limited to, women. This promotional piece makes use of a famous face in pop culture as of today, including the widely recognisable Jennifer Lawrence as the advertisements focal point. This is to ensure that when they have a potential customer's attention, it is to encourage them to buy into their product above any other on the market. The main denotation we can see is the fact that this is a women's perfume brand, and is presented as a form of beauty and elegance. This is a popular mindset for fragrance brands as you would want the consumer to believe in the pseudo-fantasy that the advertisement piece may create, be it intentionally or not. Perfume is seen as a very integral part of not just female, but male beauty standards as well. As smelling pleasant is one of the major benefactors in appearing modest in society. In this case, the women presented in this level of beauty standard, usually dress in elegant, thinly worn dresses, delicate makeup, and uniquely fitted hairstyles. Visually, this is to accompany the idea of what the perfume may smell like, as we cannot smell the scent through the advertisement, but the visuals can be a good way to convey the same overall refinement in showing feminine beauty. The Connotations that become immediately apparent to the viewer is through Jennifer Lawrence herself, as she is often regarded in the media and by her followers to be a very beautiful young woman, and reinforces the brand's advertisement as what any member of society can become if they buy a product of this brand. The choice of text saying "JOY" beneath the model's face, is a very clear showing of what sort of emotion they want to portray in their advertisement for DIOR. Jennifer Lawrence's facial expression in itself is also very static and neutral, this can portray a very interchangeable place in the advertisement for any woman who might see it, this further paints the brand as a broadly advertised interaction between the advert and the person seeing it. The colour schemes of light blue and pink are very feminine in its nature as well, making it very apparent that it might be specifically aimed towards women directly. The watery environment that the advertisement is taking place in, is also seen as healthy, pure, and well-adjusted for feminine activities such as spa-treatment, self care, etc. The name Dior itself is also a French word that spells as 'Golden', which has connotations synonymous with high quality, wealth, and can be seen as a brand that can be trusted from a name as grandiose as it.
 Source: https://additionproject470781512.wordpress.com/2018/08/28/nope-its-just-a-duck/ Addition Project. (2003). Nope It's Just A Duck. United States Of America: CLEAR. The advertisement I have decided to analyse, is the shower gel bodywash brand 'Clear' and their humorous take on what our minds might fill in for any sort of blank spaces we see. The denotations of this advert are the fact that it's meant to advertise cleanliness and promote hygiene, in encouraging people to wash and shower. How this ties in to their brand is by selling people body wash and how theirs effects their hygiene, and convince consumers that their brand is better, particularly by an eye catching quote or sentence. The connotations can be seen through this ad's use of somewhat playfully mocking the viewer, as they catch us filling in the blank space where a "U" should be, but instead is removed. This is to test our prediction skills and make us think they are trying to make a statement on male genitalia, as our brains might think an "i" would be there instead. Just underneath the large D(U)CK sign, is a smaller line of text that says "Nope, just a duck" alongside a rubber duck bath toy. This is the bait and switch element of this ad, and makes those who did think of the word "dick" instead, out to be dirty minded. The ad then finished near the bottom with a picture of male and female bodywash, with the sentence; 'Feeling dirty? Take a shower.' Hilariously, this ad's prank worked on me, and I am willing to believe it also did for several others who saw it. It's quite ingenious in how it brings attention to your own thinking patterns in the real world, and how we can only grin at how it made us think a certain way. This kind of rebellious marketing was very popular in the 90s, with certain brands often pushing the boundaries of what they could get away with, such as 'Got Milk?', Terry Crews on ads for 'Old Spice', etc. This sort of marketing is often seen as outrageous at first, but highly effective in attracting attention and potentially even getting people to invest their money in the product. Source: https://additionproject470781512.wordpress.com/2018/08/28/nope-its-just-a-duck/
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