19/09/23

 

Connotations - deeper meaning 

Lexis- the choice of language

Polysemic- many meanings

Buioni analysis-

The mise-en-scene of the model's suit has connotations of an upper class life style and respectability.

The selection of font and the logo of the brand is presented in cursive, the the elegant, joined up handwritten style font demonstrating formality and professionalism adding to the meaning of the other elements of the ad. 

The fine print/small print uses the lexis "tailoring legends since 1945". This signifies that the brand is established and therefore has been round a long time. This further signifies the experience and quality of the brand.  

The word 'tailoring' has connotations of professionalism. This suggests a wealthy and affluent target audience.

The model is well built with well defined facial features. The connotation here is that if the audience buys the suit, they too will be rugged and good looking.

Background/setting is white/grey, which creates a stark contrast with the black of the models suit, which connotes that those who wear the suit will stand out.

The mise-en-scene of the models unbuttoned shirt has connotations of sexual attractiveness, and has connotations of flirtatiousness and an outgoing confident personality.

The model not wearing a tie, which has connotations of being laid back and even unprofessional.

The image is highly polysemic and may mean different things to different people.

An advert sells a lifestyle.

Key theory 1- Roland Barthes- Semiotics