Qualifications of Meaning in Advertising Images Case Study

Qualifications of Meaning in Advertising Images - Case Study ExampleAn investigating of the interactive process instigated by cultural activity can also be seen as a reflection on the intellectual position of certain cultures. (The face Association, 1999, p.182) Western design and opthalmic communion is regarded as having originated from concepts of global power held by mass media and communication industries. (The English Association, 1999, p.182) By referring to Michael Hallidays concept of representing patterns of experience, optically speaking, it is suggested that what grasps portray is deeply related to the medium of visuality itself, and therefore a culture that is dominated by visual signs will communicate a different reality to one inwhich language is the predominate medium. (The English Association, 1999, p.182) There is a relationship between the visual and verbal textual matters and the visual component of a text is an independently organized and structured message- connected to the verbal text, but in no way dependent on it and similar the other way around. (The English Association, 1999, p.182) Vivienne Westwoods image is an advertisement which focuses on selling a scent called Boudoir. (www.viviennewestwood.com) The image used in this advertisement portrays a female who is draped by purple covers and her soundbox structure suggests her sleeping on a sunset sky. (www.viviennewestwood.com) The predominate colors are soft purple, white-livered and blue. According to Michael D. Harris Images and symbols can convey meaning centrifugally by using concrete, physical information to evoke understandings at heart the viewer. (Harris, 2003, p.253) Through the images conveyed in Westwoods advertisement, it can be argued that the use of covers and soft colors symbolize calm, sensually stimulating atmosphere, in which the reader is able to understand its connection with her perfume called Boudoir, or bedroom in English. Similarly, the advertisement pr ovides the audience with a visual stimulus that is linked to sexuality, which is in turn an emotional stimulus. (Web/Online) As Westwoods image is analyzed, it is easy to understand that the sexuality concept is largely emphasized with the woman figure rudderless on air, naked and wrapped in bed sheets. The sexual feelings sent out to the audience through and through a semi-naked female stresses the nature style of the product. (Web/Online) The colors yellow, blue and purple contrast the relatively small bottle of perfume situated on the far right corner of the advertisement. The basic principle of advertising requires that an advertisement should SURNAME, 3first draw attention and interest then desire and action. (Web/Online) Thus, the visual language being employed by Westwoods advertisement is one of a sexual nature. The significance of the image or what its connotation implies is one of a private and sensual feeling that can be accomplish through the use of the perfume. More over, the language used in the advertisement, which is seen in bold white upper-case font, is the human activity of the perfume, Boudoir. The title itself works through its own means as well as within the picture. For example, Boudoir is part of the French language for