semiotic study of sexual print ads
DESCRIPTION
this is a semiotic study of print ads with patriarchal sexual themes by students of MICA, mudra institute of communications.TRANSCRIPT
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Semiotic Analysis
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Introduction• Ad selection on a basis of a common theme
• Products use interaction between the sexes, generally on a sexual level as product benefit
• Purpose – To identify an underlying structure if any exists – the ‘langue’ that governs such communication
• Ads across categories
• TG – Both the sexes
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Various aspects covered
• Depiction of both the sexes• The attractor vs. the attracted• The basic storyline – Various
paradigms & ‘signification’• Visual elements in the surrounding • Lighting cues• Shots, Camera Angles and Focus
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Paradigmatic Axis
Syntaggmat ic Axi s
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Ibrew Coopers
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Light directing shadow towards woman
Intra – diegetic gaze
Extra – diegetic gaze
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• Camera focus• Male body
posture• Lady’s body
language• Bed• Room decor
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Whiteness
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An attempt at the Langue
• Ambience conducive for sexual activity
• Story paradigms• Gaze & posture – an important tool• Progression in relationship • Product usage rarely depicted• Use of anonymity• View of an onlooker – peeping tom
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Thank You
• Akhilesh Nath• Amit Monteiro• Anuja Maheshka• Karandeep Singh• Melanie• Neha Israni• Yogesh Gajria