green_run CORE EXPLANATION
Semiotics
fidji advert fidji_snake

Analysing Print Ads: Fidji

While I have rarely met anyone who uses the perfume, Fidji ads are some of the most popular to be covered by authors of books and papers on semiotics.


In this section two versions of a Fidji print ad are used to discuss the following issues.

You should look closely at both ads and take some notes about what they mean to you before clicking on the buttons.

Denotation / Conotation in Fidji Advertising

Piercian Analysis of Fidji Ads


Analysing TV Ads

The focus on syntax leads to an emphasis on the story or narrative structure of an advertisement. The focus here is on the narrative analysis of advertising. We have included a Fidji ad and two ads for Wrigley's Spearmint Gum.

fidji video wrigley video 1 wrigley video 2
Le Baiser - Fidji The Minty Highway The Last Strip

Consider the following questions about the videos:

  1. What story does the ad tell?
  2. How does the story effect the portrayal of the ad "still" that was shown earlier?
  3. How do the two ads differ from each other in terms of (a) visual imagery, (b) verbal content, (c) music (d) genre?
  4. What referent systems are drawn upon in constructing each ad?
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