Semiotics

1. Print Ad

This print ad by GE for their refrigerator caught my eye for it's clever connotations as well as its appealing aesthetics. It was created by BBDO Canada. 

Denotations: 

• stormy weather
• antarctic setting with ice and glaciers
• emperor penguin standing up blowing fire from it's open mouth
• blue and white color prevalent
• product image small in bottom left of image
• text describing product next to product image
• brand small in bottom left of image

Connotations:

• storm connotes powerful, strong, natural forces
• ice connotes coldness, freezing temperatures, solidness, strength
• penguin connotes resolve; ability to withstand, warmth in cold places, insulation
• blue connotes calmness, sexiness, freshness, water, natural, mystery,
• white connotes classicness, simplicity
• fire connotes power, boastfulness, extreme hot temperature, danger, passion
• penguin looking upward connotes boasting, pride, confidence

Myth/Meaning:

• Antarctic storm setting is saying the fridge holds an extremely cold temperature, this fridge can uphold antarctic temperatures - a fridges primary purpose
• Ice is saying the above while also implying the fridge is solid like a glacier, hard to break, reliable
• The penguin blowing fire into the air is saying the fridge can not only withstand upholding these extremely cold temperatures but can also deliver extremely hot water when called upon also. 
• The fire blowing from the penguins mouth is significant because it is displaying the penguin "showing off" or boasting about its fire breathing ability. This implies the fridge is ever-powerful, not only doing both hot and cold water but doing both extremely well and with pride. 

2. T.V Ad

I like this ad because I love motorbikes, but also because it has some obvious connotations. The ad is pretty cool as well with the graphics pretty innovative and creative. These particular bikes are made by Bajaj in India for that market. 

Denotations:

• road pavement street setting
• all black motorbikes
• ridden by apparently male figures in full gear (helmet, gloves, jacket, boots etc)
• doing stunt-riding ie. nose wheelies / "stoppies", wheelies, hooligan riding, tricks etc
• graphics show bikes to be "growing" a new skin and changing from black to color ie. red, blue etc
• graphics show bikes "growing" new vinyl graphics 
• bike with man pilot and woman co-pilot launches off ramp and flies over 2 other bikers 
• bikers jacket color changes color just like bike changes color

Connotations:

• road / street setting connote regular, everyday setting, normalcy, average, common
• black connotes mystery, absolute power, masculinity, blankness, abyss, 
• riders in full protective gear connotes: safety, illusion of invincibility, responsible
• stunt-riding/ wheelies connote: rebelliousness, adventure, danger, risk, fun, playing/playfulness, 
• bikes "growing" new skin connotes: change, evolution, growth, upgrading, new / novelty
• launching bike off ramp connotes: danger, adventure, risk
• girl on back of bike connotes: social aspect, attractiveness, 

Myth/Meaning:

• Street setting shows these bikes are for everyday riders, markets for biggest market possible
• All black bikes and protective gear imply a blank slate, devoid of any ornament or decoration, rather plain and boring
• The bikes "growing" new skin shows these bikes are NOT just plain boring bikes but rather have brand new, attractive looks and colors. It mimics evolution of animals who shed old skin for new. 
• Even though the bike may not be different in regards to technical specs like engine size, horsepower, etc.. they are marketing the bike as "new" with simply different graphics and paint schemes
• Riding these bikes will instantly make the rider able to do wheelies and stunts and launch off ramps (unrealistic)
• These bikes attract women as they will want to ride on the back 

3. Outdoor Ad

This billboard ad by Formula Toothpaste is pretty clever and different but also simple enough for someone to understand in the few seconds they pass by in a car or train or what have you.

Denotations:

• man: dark short hair, young-ish - mid-age or younger, average looking
• only mans head and 2 hands visible
• white upper teeth showing
• white background
• man biting what appears to be corner of image itself and pulling it off the billboard tower itself
• biting not just image but also pulling metal off tower 
• product image bottom left

Connotations:

• man connotes: masculine, strong, manly, 
• basic haircut and sweater connotes: normalcy, common, average
• white connotes: simplicity, blankness, normal, void, cleanliness, freshness, pureness, innocence
• biting connotes: aggressiveness, hunger, savageness, 
• metal connotes: strength, inflexibility, unwielding, rigidness, 

Myth/Meaning:

• This toothpaste will not only make your teeth white but will strengthen them in an extraordinary way
• This product will make your teeth strong enough to essentially bend metal itself
• This product will make the average man have extra strength and extraordinary teeth
• He will become more manly by using this toothpaste
• He will be more aggressive by using this toothpaste

2015 Superbowl Ads

Superbowl ads are notorious every year for being the most innovative, entertaining, or outright controversial commercials found throughout television each year. This year I was a bit underwhelmed by the collective efforts but still there were a few that were well done. Superbowl ads are important as an advertising medium as they reach out to a large number of viewers and within that large number, there are a few different markets. There is the macho, American football watching, mans-man: this consumer is usually very pro-American, prideful, working man, drives a truck, has a family etc. This is probably the majority that the advertisers are reaching out to. Thus, they target their ads to be very "American" by nature, or in Weathertech's ad they emphasize that the product is "made in America, by Americans" etc. I noticed many of the ads also had a father role in the script. The ad for the Toyota Camry showed an american fathering his daughter as she grew up through different stages of her life, then he cried proudly as she was leaving to join the armed forces. This ad is aimed squarely at the market of American fathers that Toyota understood would be watching the Superbowl as they are the main consumer of the Superbowl. This ad was aimed for the prideful hearts of American fathers as it related to their special relationships with their daughters and even threw in pride in the American Armed Forces with the daughter character leaving home to be in the forces. This is a clever ad for a Japanese company! Obviously their U.S. division of marketing understands the Superbowl is an opportune time to market these family figures.
Anyways, the superbowl is an important medium because it gives the companies that exposure throughout most of the United States, as the superbowl is widely viewed across the whole nation. Likewise, they can target specific markets and reach them over several different states with one ad that spreads a unified pro-American message.
I thought the ad by Dodge entitled: "Here's to the next 100 years" was well done. It had sentiments about how to live fully by people over 100 years old. This was insightful. I also enjoyed that it showed one old man doing a burnout in a new dodge at the end of the ad. Dodge communicates their brand story by relating these life insights to the brand being in business for 100 years. They then say "Here's to the next 100 years" showing their desire to be a strong, wise brand for the forseeable future.
The Loctite glue commercial was interesting as well as it just had a bunch of awkward people doing awkward stuff, but they had loctite fanny packs so it was made to be an ad for glue. The content was bizarre which caught my eye though and was awkward enough to be somewhat humorous. A welcome change from the attempted heart-string pulling from most of the other advertisers. They related the ad content to the Loctite Glue brand by a couple saying that Loctite glue saved their marriage. This plays on the stickiness factor of glue in keeping things together literally. Nice save guys.