Advertising: Semiotic analysis of Dior print advert

Semiotics refers to the study of signs and symbols, and their use or interpretation.
This handy tool helps decode the meanings within adverts, highlighting the signs (signifiers) and their associated meanings (signified).

A Dior print advert might contain a number of visual and linguistic signifiers. For example, Dior’s logo, the product featured, a model, and specific text.
Other signifiers could be more subtle - for instance, the background, the colour scheme, or the positioning of elements.

Denotative analysis involves considering the literal meanings of signifiers.
In the context of a Dior advert, the main product could be a perfume, signifying an actual fragrance product to be purchased.
The Dior logo denotes the corporate identity of Dior, a renowned fashion and luxury company.
Expectedly, the model denotes an individual, likely dressed stylishly in Dior garments.

Connotative analysis digs deeper, dealing with inferred meanings - the associations a signifier can evoke.
Again, for a Dior perfume, it wouldn’t only be a fragrance, but could connote luxury, sophistication, or even romance.
The brand logo, Dior, might bring connotations of fashion, extravagance, and prestige given its status in the industry.
The chosen model might be a symbol of the ideal Dior consumer - stylish, elegant, and affluent.

Advertisements tend to communicate ideological messages, subtly promoting a certain viewpoint or belief.
For instance, the Dior perfume advert might propagate the ideology of consumerism and materialism, suggesting happiness or fulfillment is linked to luxury goods.
The portrayals of the model might mimic societal norms and expectations, thus possibly reinforcing stereotypes.

The intended audience, the societal context, or the cultural background play a significant role in how the advert is perceived.
For instance, for a Western audience, the Dior brand might be associated with European luxury and class.

By considering the application of the AIDA model (Attention, Interest, Desire, Action) in the advert, analyse how well it achieves its purpose.
Discuss the relevance and appeal of the signifiers and their associated signified concepts for the brand’s target audience.