Entry 12-14 - iPads, Fast Cars, and Tequila (oh my!)

I wanted to start this assignment by defining some terms I might use in my discussion about some magazine ads. I will use these terms and others learned in my VC 101 course to answer some guided questions regarding each of three ads.

Denotation - What is pictured, first order of signification referring the physical reality of the object that is being signified.

Connotation - How it is pictured, second level of signification where the reader of the sign plays a part in the process.

Myth - Myths are a type of speech, a system of communications that is a message that allows one to perceive that myth cannot possibly be an object, concept or an idea. It is another mode of signification. In our lecture, Professor Melhus provides the example of, "Advertisements make us believe that a picture of a full, dark bottle of wine is a robust and healthy habit when really, wine can be unhealthy and inebriating."

Metaphor - Per our lecture by Professor Melhus: "Where we substitute one word or image in a sequence for another we can transfer the characteristics of one object to another."

Metonym - "A metonym works in a similar way except that it is used to represent a totality. Where we want to signify reality in some way then we are forced to choose one piece of reality to represent it. For example, if we want to represent all children we might use an image of a child. In this case the image of one child is being used as a metonym to represent the whole-- all children" (Melhus, 2010, "How meaning is formed").

Signifier - a component of a word, the word itself is the signifier. When signifier and signified come together, we get a sign.

Signified - a component of a word, the object the word represents is the signified. When signifier and signified come together, we get a sign.

Icon - 1 of 3 of defined categories of symbols, an icon is an image that actually represents well what it means. For example, a pedestrian walk sign - the pedestrian in the image looks like a person.

Index - 1 of 3 of defined categories of symbols, an index creates a direct link between the sign and the object.

Symbol - 1 of 3 of defined categories of symbols, symbols are signs that have no logical connection between the sign and what it means - like the American flag.





Entry 12 - Apple iPad (Source - National Geographic, May 2010)
1. What cultural myths are invoked in the ad? That an iPad is a simple and nice computer device that anybody can use. The ad also features a well-groomed woman’s hands. I don’t want to stereotype, but there is a typical male-geek image when people think of computer users. I think using a woman for this ad furthers the myth that anybody could use an iPad. Lastly, they user seems to be on a couch or chair with slippers on, and with their feet up. Not a usual position for using a computer.

2. What relationship do you see between those myths and the target audience for the product? How is the myth conveyed or hinted at? First, connotation for this ad is important. This is not a PC or gaming magazine, it was in National Geographic, which tends to cater to a more educated audience. I think that is their target audience. I don’t feel the ad would be appropriate to some of the PC/Gaming magazines I subscribe to, as most ‘techies’ know the true abilities of the iPad and how underpowered it is compared to competitive devices at lower costs.

3. How do the characters in the ad function as signs? I can put my feet up and read a book, surf the web, and play a few games using my iPad. As I mentioned above, the character in this ad connotes an image (or myth actually) that anybody could use an iPad, that it’s relaxing and maybe even a sophisticated thing to do.

4. What story does this ad tell about how happiness is achieved? Buy an iPad, read a digital book, relax, and you will be a happy.

5. How is this ad playing off its audience's desires and/or fears? This ad is playing playing to the desires of the audience. Typical home PC users have a bulky laptop or a desktop PC or Mac computer. I think if there is a metaphor in this as, it’s that an iPad frees a person from their stuffy office space and lets them curl up with a 1000 books on their comfy recliner.




Entry 13 - Lexus IS F (Source - Motor Trend, July, 2010 (centerfold of a 4-page ad))

1. What cultural myths are invoked in the ad? Vrrroooomm!! Red leather and carbon fiber on the steering wheel and paddle shifters – nice! This car – whatever Lexus it is – is FAST! Overall, this image is very cockpit-like, and like jets, giving a denotation of speed. Red is iconic with fast cars as well.

2. What relationship do you see between those myths and the target audience for the product? How is the myth conveyed or hinted at? This is appeared in a Motor Trend magazine, so the audience was me – that is – a driving enthusiast. Red has long been a color associated with excitement, passion and speed. The metaphor in the steering wheel with lit up displays (symbolizing a fast car) is explained to those that don’t readily get it: “Adrenaline in your hands.”

3. How do the characters in the ad function as signs? As there were no people in this ad, this question is not relevant.

4. What story does this ad tell about how happiness is achieved? Buy an expensive and fast Lexus – and you will be the newest-speedy-yuppie-trendsetter in your neighborhood.

5. How is this ad playing off its audience's desires and/or fears? The red in this ad, to me, is just delicious. I can almost feel that supple leather grip, and can I just imagine that speed go up from 0 to 65 in just a couple heart beats.




Entry 14 - Patron Tequila (Source - Maxim, August 2010)

1. What cultural myths are invoked in the ad? When friends show up unexpected, it’s best to get drunk so you can better withstand their company? Friends are more fun when you are buzzed? Most likely it’s just: your friends are worth $50 tequila.

2. What relationship do you see between those myths and the target audience for the product? This ad comes out of Maxim magazine which, I feel, advertises to men aged 18 to 40. In particular, this ad is geared towards an over 21 crowd, but some with either an appreciation for fine spirits, or ones with a higher income. The myth is easily dispelled when one considers the dangers of alcohol to the body or one’s impairment to operate machinery like their car, or worst, their cell phone.

3. How do the characters in the ad function as signs? As there were no people in this ad, this question is not totally relevant – THOUGH – there is a suggestion of people. They use words such as “simply perfect” and “friends.” This, to me, is iconic of some my simple friends… and some of my perfect friends. Or perhaps it means you can take your perfect friends, feed them refined tequila, and they become simple.

4. What story does this ad tell about how happiness is achieved? A certain Jimmy Buffet song about “adult situations” and alcohol comes to mind.

5. How is this ad playing off its audience's desires and/or fears? Everybody likes being a good friend. At a recent party I attended, a friend did offer Patron, and I must say, I was touched that he shared with us the “good stuff.” There is little that plays off of one’s fears – unless you fear not being a good friend.

Extra: I chose this ad as it was quite simple, just a product picture and a few choice words. I like tequila, but I don’t want to give an image to my classmates that I’m some lush or anything. Follow the advice of ads: Drink Responsibility.