Theory work

Semiotics.

The semiotics theory is being able to analyse how messages/meanings are constructed through the use of signs and symbols. Signs and symbols will be used because creating adverts can be very expensive if the advert starts to become long so the producers will use certain signs and symbols so the audience understands the message without it having to be said. This can save money as it reduces the overall time of the advert. Signs can be composed into two different elements which are The signifier (an image or a sound) and the signification (the actual meaning itself). 



The signifier in this picture is that by using dove men products to shave you'll feel and look much better. The other signifier in this image is the man smiling and looking happy due to him using the product and the audience may see this and think that by buying the product we will all feel as happy as him. The signification is that using this product will make you feel better as you are "taking better care" of yourself.

Ferdinand De Saussure was the man who came up with this theory in 1916. Some Pros and cons with this theory is that it can save time on adverts to save money by using signs to get the message across instead of having to explain the message. Semiotics also makes the advert more interesting because it won't go on for so long. Some cons will be that the audience may not understand the message so they probably wouldn't like the advert. 

In my opinion I think this theory is helpful because most people will associate signs to meanings to get a better understanding of the advert/ image. It allows the audience to decode the advert and get the message that was encoded.

Stuart Hall

This theory is very similar to the semiotics theory however Hall believes that signs and symbols are used for representation instead of just in general like in semiotics. Hall also believed that the people stereotyping reduces people and social groups. He believes that stereotypes seem to happen when there is a inequality of power. This theory helps to analyse adverts and music videos because it makes us, the audience ask about stereotyping in the advert/ video and how signs and codes are used to build what the advert is showing.

Hall also had another theory called the reception theory which states three different ways in which the audience will decode the message inside of the advert:

• Dominant position - the audience understands the the meaning inside of the product/ advert.
• Negotiated position - the audience understands the message but may argue about what the message is but will usually accept the message.
• Oppositional position - the audience understands the message but will disagree with it.

David Gauntlet

This theory is about identity which shows relevance to both marketing and advertising. He believes that the media gives the audience "resources/ tools" that we use to build up our own identities. An example of this would be a fashion advert and if there is certain aspects of that advert you can relate to yourself then that advert has connected to you which can make you want to buy that product as you relate to it. A few examples of certain things we can try and relate ourselves to is celebrities and icons that we think we are similar to. 

Gerbner

Gerbner believes that if something is repeated over and over again it can cause a pattern which we may end up believing or falling into because it is what we are being shown by the media. He said that it can "shape and influence" the way we see different things. An example of this would be during world war 2 women were usually at home cleaning whilst the men went out to work or went of to war. So this resulted in cleaning products and other similar products being aimed at women because for a long time women were just said to be at home cleaning and that's what everyone was being told by the media and that's how our perspectives were created back then and today if we are being told something by the media and they keep repeating it then we could start seeing and believing what they want us to believe.