BCM110: Complex image

Here is an image used to advertise the mens clothing label American Apparel. This type of advertising could be considered ‘shock advertising. Its a popular way of getting a lot of attention through being up front and almost always controversial. This controversy has a lot to do with the connotations and denotations being portrayed by the image.

The denotations of the image, being what is supposed to be perceived, or the ‘literal’ message to be taken is that wearing American Apparel will make you more appealing to women; The man is wearing an American Apparel belt, and is holding onto some clearly female legs.

Connotations how ever, can have social overtones, cultural implications, or emotional significance to each and every individual that witnesses the sign. Connotations are implied and interpreted intentionally and unintentionally. For example this American Apparel advertisement may have many negative connotations attached to it. ‘Shop with us and she’ll do whatever you want’ is the sort of message that I can see in it. It could be seen to support violence against women through the way he has hold of the girls legs, or at least support the idea that men should have control. There could be so many connotations with this image like many that I don’t even notice but could offend others.

This stays true to what we learnt in our lecture with semiotics and about how people interpret signs differently to one another. Going through controversial advertisement images and their different denotation’s and connotation’s in class really put into perspective how everyone really does have their own individual interpretations and messages that they take out of something as simple as a still image. While a still image has its denotation or intended meaning, but semiotics explains why connotations can be just as powerful at delivering a message even if it isn’t the intended one.

This individuality in how we perceive media is what creates controversy and I find it interesting because there will always be controversy within media, but I would love to develop a better understanding on how it works.

References:

40 Examples of Extreme and Controversial Advertising [website] https://www.webdesignbooth.com/extreme-and-controversial-advertising, viewed 22 March 2018.

Chandler, D 2006, Semiotics For Beginners [website]  http://visual-memory.co.uk/daniel/Documents/S4B/sem06.html, viewed 22 March 2018.

 

Chandler, D 2018, Semiotics: The Basics, New York, NY: Routledge, [eBook Collection] (EBSCOhost), EBSCOhost, viewed 22 March 2018.