BuInspiration

Last week, I had borrowed a few books that related to my topic from the library. One of the book title name is "Visual Methodologies" by Gillian Rose. In the chapter 5 of this book discusses about semiology from different semiologist with different perception.

In section 3.3 , study about the "signs in relation to each other" . It noted,
"Goldman (1992) and Williamson (1978) argue that adverts work by transferring visual and textual signifieds onto their product. This is mean by the signifieds can attached to certain signs in ads get transferred to other signifiers."

Aspect from Goldman,
1. most adverts have same basic structure
- First , have a photographic image ,
- Second , have mortise (image of product) framed in some way ,
- Third , have text in form of headlines , caption and copy.
- Finally, use graphic framing device to make certain visual links between components.

Aspect from Williamson ,
- some of the formal mechanisms used by adverts that facilitate this transfer of meaning between objects , humans and qualities in an image.
- special composition of the advert is important : what is put next to what, how certain elements are framed.
- The use of similar colours in different signs in an advert works to connect those signs and to effect a transfer of their signified.
-Transfer can be between product & object / product & the world / product & person / the whole world might be retinted in the product's colour

For an example of this Shieldtox ad i found image online .

This is a good example that the signs has relation between each other.
In this ad, there are a photograph of a muscular man on the left , image of the product on the right and the headlines of "Membunuh Nyamuk Aedes" which what Goldman mentioned and the use of similar colour in the shirt of the muscular man with the product . ( blue , red and white )
which is what Williamson mentioned to effect a transfer of their signified.

The muscular man and the caption are signifiers to Shieldtox (Signified) which create a sign of mosquito killer. That image of muscular man can be the objective correlate of 'membunuh nyamuk Aedes'.

In relation with the similar colours used, we see Shieldtox as an aerosal spray (denotation) but the connotation of it is actually showing it is as strong as the muscular man . A fist smack on the mosquito and it die. :p

In term of colours , there are signs like the red white arrow facing down used in the background of the muscular man similar to the headline Shieldtox that above 'i' has an arrow too , same to the arrows in the product itself.

" adverts do not effect this transfer by themselves. The source of the movement of signifieds is not the ad itself but the viewer of the ad. It is the viewer that make sense of the advert, not the advert itself. Indeed, without a viewer to decode the advert, the ad would be, literally, meaningless " - Williamson.

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