ERIC JUNG – Semiotic Analysis – Week.4

-Semiotic Analysis-

 

DATE: 15/08/2016

TOPIC & RELEVANT LECTURE: Semiotic / Week 4

CONTEXTUAL INFORMATION

ARTIST: Chris Gotz
TITLE: Volkswagen Golf R: Terminal Velocity
YEAR OF CREATION: 2014
TECHNIQUE, MATERIAL: Photography (photo edited)
IMAGE URL / ORIGIN:                                                                                       http://www.bestadsontv.com/ad/64184/Volkswagen-Golf-R-Terminal-Velocity

 

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This poster of the new car Golf R from Volkswagen uses a number of visual signs to deliver the message.

Different perspectives is stitched together to create an illusion that the car will accelerate at the “sloped” street. The long shot shows the length of the empty street and the direction towards down implying the acceleration due to gravity. This also leads to the anchorage text and logo located at the bottom of the poster to confirm the meaning.

Syntagmatic meaning is constructed through a series of signs along the path that the car would be travelling to allow the visual meaning flows.

 

 

 

 

DATE: 15/08/2016

TOPIC & RELEVANT LECTURE: Semiotic / Week 4

CONTEXTUAL INFORMATION

ARTIST: Aljosa Bagola
TITLE: Volkswagen GTI: Fast and safe
YEAR OF CREATION: 2005
TECHNIQUE, MATERIAL: Photography
IMAGE URL / ORIGIN:                                                                                     http://www.advertolog.com/volkswagen/print-outdoor/vw-rabbit-7047505/

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This poster from VW advertising the new car Golf GTI, emphasizes the speed and safety of the car by using animal as the subject instead of a vehicle.

The designer of this poster intended to express the features of the carwith a hybrid of rabbit and turtle, where the rabbit signifies speed and turtle shell signifies robustness and safety.

The plain background with no visual noise act as a focaliser which draws single attention towards the subject (Primary Focal Point) and anchorage text at the bottom.

By combining the two symbols, designers cleverly described the car features in the more enjoyable way. The utilization of anchorage text sends a clear message to the audience that the car Golf GTI is Fast and safe.

 

 

Comparison

Both advertisements use an Indexical sign and Icons to create a connotative meaning to the audiences. Both posters were designed to be read differently. The first advertisement, uses syntagmatic techniques, as audience view the poster they first see the road that is vertical and see the car about to drop and audiences attentions are directed toward the white space with anchorage text due to the perspective line the act as a focaliser. Audiences need to imagine what will happen to understand the meaning behind the image; but, in the second advertisement, they use paradigmatic structure as it shows an indexical sign that is associated with meaning fast and safe which directly sends the message across to the audience.

Both advertisements worked very well to send the message directly to the viewers in a more fun and memorable way; however, the second advertisement was more direct in communicating to the viewers the symbolism and meaning intended.

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