Kimberley Maunder – Semiotics

The two images for this Semiotic Analysis were chosen based on their similar field. Both are advertisements for USB sicks in where the advertisement is illustrating the large amount of space which can be utilised within the USB.

Creative Director: Ali Ali

Year: 2008

Title: Sony Micro

Source

sony_micro_2

Context: This ad was utilised by Sony and was created as a 3 part feature of realistic images containing striking content of a small animal having swallowed a larger one.

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Semiotics within this image include the denotative meaning which is created through the fact that the audience understands that a large whale has been swallowed by a squid. The paradigmatic sign within this image is that there is no actual USB within the image and the large data storage is represented by two vastly different sea animals having swallowed the other. Symbol is created as the advertisement relies on the fact that the viewer understands the difference between the size of a whale and squid and how impossible the idea is that one would swallow the other. Similarly to this, a metaphor is created through the fact that something very small is able to hold something much larger than its self, in this case, a lot of data within a USB.

Creator: SanDisk

Year: 2010

Title: Micro 16GB USB  Flash Drive

Source

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Context: This ad was created by SanDisk, and was also part of a larger series, this one containing 4 images. Similarly to the first image each photograph in the series opposed a large item against a small however the SanDisk ones took a more cartoon approach rather than realistic.

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For this SanDisk advertisement the metaphor and metanomic sign signifies that, similarly to the first image, something large is in contrast to something much smaller and that the larger item is able to fit within the smaller. Denotive meaning is discovered through the ship being obviously larger than the bottle in the picture. Opposites between the large and small object create the paradigmatic sign to show that through contrast, the viewer can gain meaning. Index within this image is represented through the ideology that the viewer knows about the size of a ship compared to a bottle, and that this is a common craft piece that has been created for years.

Comparison

Both images utilise metaphor and metanomic signs to signify that, something large is in contrast to something much smaller, drawing conclusions about a small USB holding an impossible amount of data

Denotive meaning is discovered through the larger object being obviously larger in contrast to the smaller – The Sony ad does a better and more realistic job of this as the size representation is very accurate to what a viewer would assume is the size of the two animals.

Paradigmatic sign to show that through contrast and opposites, the viewer can gain meaning that a small device is storing a lot of data.

Index within this image is represented through the viewer knowing about the size of a ship compared to a bottle as well as the size of a squid to a whale. Index within the Sony image is at first hard to see, however after a while provides the ‘a-ha’ moment with it’s extremely realistic approach.

The symbol utilises the assumption that the viewer has a previously constructed social construct about the size comparison between each object in both ads.

While the SanDisk ad is interesting, the Sony ad does a better job of presenting size difference to the viewer. The difference between the ship and the bottle is not nearly as much as it would be in a realistic scenario. 

 

Sandisk. (2010). Micro 16GB USB  Flash Drive. Retrieved August 18 2016, from http://www.advertolog.com/sandisk/print-outdoor/ship-13568205/

Ali, A. (2008).  Sony Micro. Retrieved August 18 2016, from http://www.frederiksamuel.com/blog/2008/03/sony-mirco.html

 

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