**Analysing advertisementsfrom a cultural perspective, based on
the book by Arthur Berger
Advertising as communication Berger's model of focal points in
the study of communication Art Audience
Medium
Artist
Society
Analysing advertisements Berger uses different approaches to
analyse advertisements, including: Semiotic analysis Psychoanalytic
theory Sociological analysis Feminist analysis Historical analysis
Myth/ritual analysis Feminist analysis
Semiotic analysis Semiotics is the study of signs how things can
be used to deliver some kind of message. The important point to
remember when considering how things functions as signs is that the
meaning attached to them is arbitrary. The meaning of signs is a
convention that is learned within a group/society, the sign is not
a natural and universal meaning. What signs, symbols and codes can
be found in the advertisement?
Psychoanalytic theory Freud suggested that our ego continually
balances the primitive subconscious desires for satiation of our id
against our superego, which provides critical self-examination and
anticipates the potential damage of actions proposed by our id.
Advertisers frequently try to encourage our id in order to get us
to notice and desire their product How does the advertisement make
use of the human psyche to sell products?
Sociological analysis Consider how elements of the text are
relevant to such matters as socio-economic class, gender, race,
sexuality, status and role. How does the advertisement reflect
social concerns, and the problems of people in their daily
lives?
Feminist analysis Feminist analysis is particularly concerned
with power structures in society, especially those that position
women as inferior. How does the advert reflect the values of
malemale-dominated society?
Historical analysis Here the ad can be evaluated in terms of the
changes that have taken place in advertising over the years, how
the advert fits into a larger campaign and/or previous advertising
campaigns. How does the advertisement relate to historical
events?
Myth/ritual analysis Advertisements often contain allusion to
contemporary popular culture. In addition, there is a vast wealth
of shared cultural knowledge relating to mythical knowledge, such
as biblical stories or classical mythology. How does the
advertisement relate to ancient myths?
An example: Fidji perfume advertismentHow might we use Berger's
six different approaches to analyse and understand this
advertisement?
Semiotic analysis empty space position of mouth in photo posture
of mouth/lips Polynesian woman? long, dark hair orchid Fiji: the
tropics (escape) language: French
Psychoanalytic theory the snake: phallic symbol the snake:
anxiety the word 'sex' contained in the advert (subliminal) removal
to the tropics, away from the civilising influence of home
N.B. This advert appeared in some countries without the snake.
Why?
Sociological analysis value and importance of romantic
heterosexual love
target audience: young women seeking escape? prestige product:
expensive perfume, French language and associations with high
culture role of women: providers of sexual pleasure, temptress
ethnic assumptions: women from less developed nations seen as less
repressed, more passionate (more primitive)
Feminist analysis snake: phallic symbol? = subjugation,
dominance women's role as objects of male pleasure objectification
of women in adverts: accessible to the male gaze, on show to
gratify male desires holding the desirable bottle of perfume, but
perfume's purpose is to please men: women perpetuate male
dominance? return to paradise = return to male dominance? (Garden
of Eden: And [your husband] shall rule over you)
Historical analysis Cleopatra killed by a snakebite Advertising:
historical context
Myth/ritual analysis Medusa Garden of Eden Women as dangerous,
snakelike, venomous Temptation
ReferencesBerger, Arthur Asa (2007) Ads, Fads and Consumer
Culture: advertising's impact on American character and society.
Lanham: Rowman and Littlefield
