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Introduction
The analysis of picture and art semiotics is generally associated with the necessity to read the meaning of an image from the perspective of several assessment factors. Thus, any particular element on an image may give or take specific sense, and the aim of this paper is to analyze the manipulated images, compare them with the original pictures, and give the real meaning of all the pictures.
Eva Mendes and Chupa Chups
The meaning of the original image is closely associated with the necessity to create the brutal atmosphere, the atmosphere of ignorance and independence. Considering the fact, that most young women consider smoking as a sign of spiritual force and fashion, the image is aimed to encourage women being independent and fashionable. The exposition of the image provides the bright contrast between shadowed and lighted areas, thus, representing the meaning of contradiction between the fashionable images and the real necessity to follow this image (Hawkes, p. 45). Thus, the exposition contrast is aimed to emphasize the image of a pretty girl, who may be womanly enough, and the junction of this image with a male image and habits.
This example is closely associated with the necessity to attribute the existing cultural experience of the society and attribute the symbolic meaning to the product. Originally, if this image is used for cigarette ad, the levels of meaning are not numerous. However, the brand name is not stated, and it may be used for social ads (emphasizing the contras between lighted and shadowed areas, and pointing out the closed eyes). The possibility to summarize the significance of the product is associated with the actual cultural overtones, represented in the image.
As for the manipulated picture, the connotation of the elements, presented on it, may be interpreted from the perspective of pleasure, which a girl gets from a candy. The exposition contrast may be regarded as the contrast between life with and without Chupa Chups. Thus, the meaning of the image is changed completely, and the value of the semiotic analysis will be based on the representation of the free, independent and fashionable girl, who prefers sweets to tobacco, for instance. Moreover, is the two images are presented jointly, these may represent the meaning of choice, or even anti commercial, if required. Thus, in accordance with the research by Chandler (p. 132), the following fact should be emphasized:
Thus the cultural context of the brand name plays an important role in the recipient perceptions of it. The importance attributed to the context of the sign is also evident in any commercial image is an advertisement for a brand name. As the name suggests this is a product exclusively aimed at particular target audience, the meaning of the same image may vary.
Tiffany & Co, and Sperm Bank
The original image is aimed at representing the image of womens happiness. The main object is a lady with a baby, and the photographer aimed to show that she looks happy. The subsidiary element of an image is a ring. On the one hand it shows that lady is at least engaged, on the other hand, the ring is not a simple wedding ring. It is from an exclusive collection of Tiffany and Co. Thus, the authors of the image hint at the fact that happiness can not be full without jewelry from Tiffany & Co. The exposition of the image is totally lighted (however, without over lights), and there are no significant elements hidden in the shadows (Semiotics and Communication, p. 43).
The blown hair signifies the rapid moment of time, which was caught. Thus, this element signifies the rapid and hardly catchable moment of happiness, which is the main aim of showing such sentimental themes.
The manipulated image shows the same lady, however, the ring was removed, and the sperm bank message is inserted. In fact, it does not look suitable for the atmosphere of this photography, as crisis can not be pictured with the atmosphere of happiness and calm gladness. (Mansell, 89) The only element which points out the artificial fertilization is the lack of a wedding ring, however this is indirect evidence. Considering the fact that some religious confessions and ethnic groups are against artificial fertilization, this image does not correspond with the cultural diversity of the American population (Silverman, p. 39).
If the main aim of this ad is to encourage males to become a sperm donors, the image of a happy woman with a baby is not suitable for it. Thus, the image and the message are absolutely different.
Conclusion
Finally, it should be emphasized that the meaning of the images and the combination of the elements create the atmosphere of the image, which is the defining factor. Thus, the message and the additional elements (like brand names), should be selected in accordance with the initial atmosphere. Moreover, there is strong necessity to hit the cultural experience of the target audience.
Works Cited
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Chandler, Daniel. Semiotics: The Basics. London: Routledge, 2002.
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Hawkes, Terence. Structuralism and Semiotics. New York: Routledge, 2003.
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Mansell, Darrel. Language in an Image. Criticism 41.2 (2005): 187.
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Semiotics and Communication: Signs, Codes, Cultures. Hillsdale, NJ: Lawrence Erlbaum Associates, 2004.
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Silverman, Kaja. The Subject of Semiotics. New York: Oxford University Press, 2001.
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