Communications and Media

The advertised product is that of a mens fragrance which appeared in one of the issues of a renowned monthly British male magazine by the name of Sky Magazine, which is a magazine targeted solely for the male and youth segment of the market .The reason for choosing this product is that fragrance is a term that right from the very inception has been associated and related with females.
 
As Barthel states that
Because these products are so similar to womens products, advertisers rely heavily on language and visual symbolism to convey the impression that these are mens products (Barthel 1992 149)
However, recently there has been a spurt in the male image and body representation in advertisements solely for male fragrances. There has been a strong shift towards the usage of photographic imagery and the various underlying concepts used for multiple interpretations, ideological values, gender role depiction and denotative and connotative meanings of signs associated with the advertisement.
 
Composition, Semiotics and Discourse of the Print Advertisement    
The advertisement presented above is for the fragrance Dune Pour Homme by Christian Dior. The framing and the placement of objects i.e. the composition is of prime importance here. The image above shows a male model in his youth, in the age bracket of early till the mid twenties (the same as the target market for the magazine in which this ad appears).This man is shown knelt down on a sand dune, with an image of the product placed adjacently. The image is of prime importance due to the fact that the size of the product is out of proportion and its largeness is one of its peculiarities enabling and catching the viewers attention. Right beneath the products image is the message The Essence of Freedom. The words along with the products image present an image and a discourse which is both unified as well as effective and speaks volumes about the semiotics of the product.

While analyzing the semiotics we can see both the denotative as well as the connotative meaning of the signs. On the denotative side the mans image is representative of both youth as well as glamour (connecting and identifying with the viewersreaders who also belong to the youthful, independent, glamour conscious segment of the market) on a close inspection the image of the sand dune set in the back is a repetition of the name of the product which also proves to instill the products name and image in the readers mind.
     
However, on a connotative side the image tends to provide more interpretations emphasizing on the semiotics of the image. The major and significant concept presented in this advertisement is the concept of freedom. This can be deduced by the positioning of the youth the solitary image of the youth, who despite the loneliness of the location is shown to be placid and is not bounded by any restrictions- neither social nor psychological. The facial expression of the Dune man elicits a carefree nature. Devoid of the world around him he seems to be immersed in a world of his own. This concept is further strengthened by the attire he adorns- the loose clothing, opened buttons, growth of a light, hanging pajamas and disheveled hair emanate liberation.
     
On further observation the color palate of light, gentle browns, whites, gold and blues in the physical environment in the background and the soft nature of the photography signify and elaborate unconsciously the image of dreamy independence and liberation. The statement placed beneath the product Essence of Freedom again strengthens the message. These components in accumulation connote the advertisements primary signified concept that is that the usage of the product shall enable an individual to feel freedom and liberty. A relationship between the signifiers (which is the photographic image of the unorthodox, liberated youth and the dreamy environment around him) and the linguistically expressed signified, Essence of Freedom can also be seen very strongly. The combination of the linguistic representation and the presence of an iconic image enable the recipient to grasp a message which is clear and speaks volumes about the advertisements message.

After understanding the semiotics-both the denotative as well as the connotative meaning of the advertisement along with the discourse, composition and the subtext of the message it is of prime importance to understand the compatibility of the advertisement with the viewers it is addressing.
     
The addressed viewer is Sky Magazines average British male reader falling in the age category of the youth (primarily in his twenties) Sky Magazine is a unisex magazine read only by males. The viewer addressed is hence also a male youth who idealizes of a utopian society whereby he is liberated from all sorts of societal and psychological pressures. For this purpose he has his own sense of style and doesnt refrain from wearing what ever he desires whether it is socially acceptable or not. This idea is strengthened by the image of the youth with after shave and the pajamas adorned in the middle of desert seeming least concerned about his plight or appearance (Tony, Mules, Davis  Warwick, 42).
     
In order to identify with the image the viewer is made to insert and delve himself into the advertisement and this also gives a sample of what the viewer perceives himself to be like or as the advertisement suggests, Essence of Freedom. The gaze of the youth in the advertisement seems too riveted at some spot connecting with the youth viewers that he is lost in a world of his own unaware of his surroundings. The soft air blowing around seems to caress his hair again emphasizing the soft, unorthodox, freedom image reiterated by the product, its cool, calm physical surroundings and the message written at the bottom of the product.
     
Of further observation is the fact that the colors which have been used in the surroundings even though are serene and cool but they represent feminity. This too can be seen as a compatibility with the youth segment of the market which is being targeted.

The pale shade of brown used in the physical environment is comparatively more than the shades of blue, white or gold. This signifies the usage of colors as a signifying element and also emphasize the meaning attached to light shades of brown with isolation, untouched and untampered nature, tranquility and serenity by the western culture.