semiotics

Assignment I – Semiotics



The advertisement I chose is “Right Guard Xtreme Sport” deodorant. The product is advertised on Maxim magazine, which is a magazine targeting a male audience in their mid twenties.
The advertisement is on one page. It strongly relies upon this use of photographic imagery. Three quarters of the page is used by the photograph, which is then cut by the image of the product itself. The product is situated at the bottom of the right hand side of the page and its image is portrayed by a gradual increase in the concentration and density of the dominant colours of the canister of deodorant itself. On the increasing intensity of colour the scent of the deodorant is written in white (New pure adrenaline). The advertisement uses different signifiers to publicise both the identity of the brand and to give an image that is in line with the magazine itself. The advertisement features a male snowboarder in his twenties who is dangerously about to jump...