Applying Semiotics Analysis

Semiotics - The study of signs and symbols and their meanings in different cultures and societys.

-Arbitary - defined by society
-Indexical - direct relation to the message it conveys -> navigation (arrows)
-Iconic - resembles what it represents

- Denotation - most basic functions
- Connotation - meanings based on cultural background

Anaylsis of a webpages

Hotmail

The iconic symbol, next to the email address denotes a person, and conotates the direct person who owns the email address.

Windows live ID: Arbitary, defined by society. Anyone on this site must have a ID, and the Sign up button allows non windows live people to join.

BBC homepage.

Indexical, arrows on the BBC iplayer to flick between programmes. Edit and an arrow, to allow the audience to create their own homepage with their favourite things.

Iconic, clock - denotes the time. Images of the sun/cloud - denotes the weather.

Visual codes:

• Use of black and white background - red font stands out.
• Fashionably dressed, up-to-date.
• Series of different poses all set up (intriguing)
• All facial expressions are posed and more a of 'gaze'

Layout:

• Big red font in the centre of the image - easy for the audience to find what they are looking for.
• Use of a series of images makes it highly appealing to the audience - connotation of fun relating the the singer himself and his songs.

Language:

• No sell lines or mode of address.
• Clear that the primary audience do not need encouraging to buy the album.
• Title easily establishes the singer which is all the audience needs to know. 

Mode of address:

• The layout helps to establish what the CD is by showing and writing who the singer is. It is all the audience need to know. There is no need for sell lines or anything else to encourage them as it is clear the primary audience will be a fan of Olly Murs. 

Gucci Guilty

 Visual codes:

• Black background - skin stands out
• Mood - romantic
• Portrays the idea that the female is dominated by the male, exceeding male expectations.
• set up image - posed facial expression
• Use of logo on bottle as a necklace around the man.

Layout:

• Font is an average size spread across the top of the page.
• Area of focus is the centre of the image. You do not notice the perfume in the corner at first.
• The composition of the image is very significant as it link to domination. 

Language:

• Sell line "pour homme" translates as for him in French. A Connotation of this is that France is the city of romance - relating to the image. 
• Alliteration "Gu" in the title makes it catching for the audience.
• Guilty provides many connotations of the perfume - Connotates the image that he is guilty that the girl is dominated by him because of the perfume. 

Audience positioning:

• Audience can be negotiated by the image as it does show connotations that the perfume smells good. However they may not agree upon the idea that the perfume makes someone dominated by you. 

Music Video Analysis

Pink - Perfect


Description:
Teddy -> leads to past
Childhood memories (Bullying, doesn't fit in)
Teenage problems (Anorexia, self harm, dislike in appearance)
Long silent pause on girl in bath, covered in blood
Ends happily, settled down with family. Wishes good luck upon her daughter.


Genre: Pop music
Narrative: Flash backs of past, lyrics help explain (no need for a narrative) girl is a different person from Pink.
Representation: Typical child/teenage problems. Story based to advise teenagers (primary audience)


MICRO ANALYSIS:
Visual codes: 2 main focuses - Pink and girls life. Use of growing up -> flash backs. Close ups. "Old effect" on young scenes.
Editing: Pan shots between ages. Black fade between problems. Close ups & many jump-cuts of girl in the bath.
Mise-en-scene: Happy parts and pink are more colourful and facial expressions are caring.
Sound: No digetic sound but song lyrics are sometimes spoken rather than sang. "Why do I do that?"


GOODWINS THEORY:
Relationship between lyrics and visuals - illustrating, amplify, and contradic lyrics. Multiple close ups of star. Voyarism (viewers take pinks words for it) Video is in time with song.

Andrew Goodwins Theory

Andrew Goodwin has identified a number of key features in music videos. They are:

- A relationship between the lyrics and the visuals, with the visuals illustrating, amplifying or contradicting the lyrics.
- A relationship between the music and the visuals, with the visuals illustrating, amplifying or contradicting the music.
- Genre-related style and iconography present.
- Multiple close-ups of the main artist or vocalist.
- Voyeurism often plays a major part, especially in relation to females.
- Intertextual references to other media texts may be present.

He says that music videos are often constructed by the link between the visuals and the song plus the artist. Relationships are built between these in the video, and the close-ups of the artists gives them the representation and publicity they require. Voyeurism is used to increase the video’s attractiveness, particularly to males, whilst intertextuality is often employed in humorous videos.

Many of these features are present in all music videos, depending on the genre of the song and the aim of the record company/artist.

Revision

Analysis of a magazine cover

The target audience for this magazine cover would be females, teenagers and young adults. The magazine makes many assumptions about their audience, e.g."The brand new magazine everyone's talking about" and they also make assumptions about celebrities which may not always be true... This is an effective way to pull the audience in as the audience should want to hear about celebrity gossip.

The main topic for this magazine is Posh, and she is positioned at the side, but still stands out. She is standing over the title, but the description about her is infront, showing this is the main headline. All the other headings have a colour background, which still makes them stand out. This is where you would usually look after reading the main headline situated in the middle.

This magazine could represent class, as celebrities are famous and normally above everyday people. Sometimes teenagers aspire to be like a celebrity and that is why they would buy this type of magazine. The audience is generally dominated by what the magazine says, as they wouldn't know whether the story is true or not and would therefore believe it.

Evaluations: Revision

Check list:

• Adverts
• DVD covers - "Haloween"
• CD covers
• Newspaper front page
• Magazine cover - "Heat"
• Radio - "BBC"
• Film extracts - "THIS IS ENGLAND"
• TV sequences
• Music videos
• Websites
• Computer game extracts