Ordinary Objects Become Meaningful Lacoste Challenge...

The organizational process behind making ads is complicated. Many things can be discovered when you look into the deeper meanings behind an advertisement. The advertisement that I chose to interpret through semiotic analysis came from Vogue Magazine, advertising the new Lactose perfume for men called Lacoste Challenge. This is a very recent ad, made to advertise this new fragrance for men, and it features celebrity actor Hayden Christensen as the new model for the promotion of this new perfume. This ad is pretty straight forward and general, but what else is missing? What other details were included in the development of this ad that makes it so effective to consumers? Through this semiotic analysis, the study of signs, I’m going to take a†¦show more content†¦The overall image has a very soft appeal, because the outlines of the man and the objects in the picture are slightly blurred. These are the images that we see when we take a first glance of the ad. These thing s are what people see first and recognise, as everyday items they are familiar with. Secondly, we’ll cover the connotative level of the advertisement, which is where we decode the deeper meanings behind the images in the ad, and interpret them in order to discover the meanings that are less obvious to the consumer. First is brand name that they have on the perfume Lacoste. Lacoste is a well known name, which in itself sounds expensive. It is a French name and the French are usually classified as high society people. The sell high end clothing and accessories for men widely know for the popular and stylish tennis and collared golf shirts. The animal used as a part of their logo is a green crocodile derived from the nick-name of a tennis player whose name was Lacoste. The male in the ad is celebrity actor and model Hayden Christensen. He is also wearing Lacoste apparel further advertising the brand. He is quite famous, and is easily recognized through his roles in various movi es. The ad also points this out in the bottom left hand corner just under his picture, to point that out to people who recognize the face, but can’t remember the name. By associating Hayden Christensen with Lacoste perfume it associates it with being an object of masculinity, celebrityShow MoreRelatedBrand Building Blocks96400 Words   |  386 Pagescompetition is at center stage, driven by the power of strong retailers, value-sensitive customers, reduced category growth, and overcapacity (often caused by new entrants and by old competitors hanging on, sometimes via bankruptcy). Retailers have become stronger year by year, and they have used that strength to put pressure on prices. Whereas a decade ago, the manufacturer largely controlled information, retailers are now collecting vast amounts of information and developing models to use it. AsRead MoreStrategic Marketing Management337596 Words   |  1351 Pagescontrol to produce superior marketing performance âž ¡ To give full recognition to the problems of implementation and how these problems might be overcome. Since the appearance of the first edition in 1992, the marketing environment – and therefore the challenges facing marketing planners and strategists – have changed in a variety of often dramatic ways. Amongst some of the most significant of these changes has been the emergence of what within this book we refer to as ‘the new consumer’ and ‘the new competition’