Advertising: Applying Barthes to commercial print advertising

Roland Barthes was a French literary theorist who introduced semiotic concepts to the analysis of media texts.
Barthes’ ideas are often applied in media studies to decipher cultural meanings hidden in advertisements, like print ads.
According to Barthes, the real meaning of a sign is not purely visible within the sign but also lies in the cultural context that surrounds it (the myth).

In a typical commercial print advert, numerous visual signifiers exist, such as the product, logo, and any relevant text or tagline.
There could also be hidden signifiers, like the choice of colours, positioning of various elements, and the backdrop used in the ad.

Using Barthes’ model, a media analyst would go beyond a sign’s surface meaning (denotation) to its second-level connotations (myth).
A well-known soft-drink brand’s logo, for instance, won’t just denote the brand itself. It may carry cultural connotations, or myths, like refreshment, youth, and fun.
Considering a fashion print ad, the model used might not only signify a person but could represent an idealised body image or a specific lifestyle.

By understanding the myths in adverts, we can better comprehend the ideological messages they communicate.
The soft-drink advert mentioned earlier might be subtly endorsing the ideology of youthful energy, or even consumerism.
The fashion print advert could be propagating the beauty ideal or the notion that style equates to social status.

The cultural context surrounding a sign aids in defining its connotative meaning - the myth.
Thus, different audiences exposed to the same advert may decipher dissimilar meanings based on their unique cultural backgrounds.
For instance, a Japanese luxury car ad may carry specific meanings to a Japanese audience, germane to Japan’s automotive culture, that may not resonate with an American audience.

Consider how well the myths align with the brand’s message and cater to its target audience’s values and aspirations.
Consider how successful the advertisement is in using semiotics to create a connection between the product and the audience.
Apply the AIDA model (Attention, Interest, Desire, Action) to see how well the advert attracts attention, ignites interest, cultivates desire, and prompts action.