BuInspiration

From the same book i read , there is another semiologist called Dyer who explore what signs of humans might symbolise. I found this is interesting to study the human signs from different aspects , it helps me in understand more and as a guide later when comes to analyse human used in ad.

In Gillian Dyer's book Advertising as Communication (1982) " points out that the photographs of many adverts depend in signs of humans which symbolize particular qualities to their audience. These qualities - these signifieds -are shifted in the ad from the human signifiers and onto the product the ad is trying to sell."

Interpretation of bodies :

- (Age) "Age of the figure used in ad. What it convey? Innocence? Wisdom? Senility ?"
- (Gender) "Adverts very often rely on stereotyped images of masculinity and femininity. Men are active and rational women are passive and emotional; men go out into the world, women are more associated with domestic."
- (Race) "depend on stereotypes. To what extent does an advert do this?"
- (Hair) "Women's hair is often used to signify seductive beauty or narcissism."
- (Body) "Fat or thin ? Full body or half ? What it represent ? undesirable and unattractive?"
- (Size) "show the important by making it big and contrast."
- (Looks) "Again, adverts often trade on conventional notions of male and female beauty."

Interpretation of manner :

- (Expression) " Are they having same expression or different ? What is that facial expression try to convey ? Who is shown as happy , sad and so on?
- (Eye contact) "Who is looking at whom (including you) and how? Are those looks submissive, coy , confrontational ?"
- (Pose) "Who is standing and who is prone ?"

Interpretation of activity :

- (Touch) "Who is touching what, with what effects?"
- (Body movement) "Who is active and who is passive?"
- (Positional communication) "What is the spatial arrangement of the figures? Who is positioned as superior and who inferior? Who is intimate with whom and how ? Hodge and Kress have a useful discussion of positional communication."

In my case study of Dutch Lady ad , i will focus on the study of human sign .

Age = A 3-6 years old kid and a 6-12 years old who prepare for school , to convey the message of growth, hope and intelligence.

Gender = Stereotypically , A girl bedroom is in pink color whereas the boy's room is blueish green .

Expression = The smiling on their face shows they are happy and grow healthily

Eye contact = The girl is looking towards the light and light symbolise hope. She is hoping to grow taller . As for the boy is looking at the butterfly in the jar. He looks curious and want to know more about the butterfly.

Pose = The girl is standing with her right hand is position on top of her head is trying to convey that she is looking forward and expecting her height , whereas the boy, is sitting and both hands position on the table. He looks ready and excited to study about the butterfly.

Props = Can i say that the boy is wearing his school tie neatly to signify he is discipline ?

Source from :
1. library book
Rose,G. (2007) Visual Methodologies, An introduction to the interpretation of Visual Materials. 2nd edition. pg 74-91.