Symbols, myths and metaphors in the advertisement

Размещено на http://www.allbest.ru/

Cultural Studies Department,

I.I. Mechnikov Odessa National University

Symbols, myths and metaphors in the advertisement

O.S. Tomashunos

What is an advertisement in our modern society? It has become an integral part of our world and daily life. An advertisement began to play a more global role in a society - sense-making, besides the deliveried information about a product or a service to a potential consumer. There is endless variety of possibilities in the world where an advertisement acts as a navigator, shows the direction of thinking, people's desires, and it creates models for imitation. A successful advertisement creates a desire in viewers, listeners or readers. It also provides information on how to fulfill that desire and makes the potential customer feel good about doing so. Firstly, in my opinion, we should examine what an advertisement is. An American marketer, Armand Dayan, believes that an ad is a paid form of communication which is directed in favor of any products, brands, firms which advertising is connected with. The aim of this communication is information about something that can arouse a consumer's interest. It is also important to note that advertising message always favors the offered product or service; this means that the ad is biased. Cook states that advertising is a prominent discourse type in virtually allcontemporary societies, and we live in a society where it is already well established or rapidly gaining ground. The important distinguishing feature of an ad discourse is its function, because this is always to persuade people to buy a particular product. But this is not the only function. According to Durant & Lambrou, at the same time, advertising conveys information so that consumers know what is available, who makes it, and where and how theycan get it.

Dyer holds that an ad as a means of representation and meaning construct ideology within itself through the intervention of external codes which are located in society. He believes that the ideology of advertisements is so powerful; it is naturalized by the image, the neutral realm of a signifier. This culturological phenomenon was of a great interest to many researchers studying the mass media. Since 1960s the semiotic approach became popular. Their attention was focused on signs and symbols. This theme was considered in details in the works by R. Barthes, J. Bodriyar, U. Eco, E. Groys, N.D. Kondratiev and the others. Semiotics is frequently used in advertising to signify an advertiser's message through the use of signs or symbols. A sign can be better understood as a signifier, or a symbol that signifies something else. In some cases, the sign can be an exact representation of the thing being signified, while in other cases, it may be a symbol associated with it. A sign consists of anything which generates meaning. Saussure believes that language isconstructed by arbitrary signs, the most important construction in semiotics; hence it is considered as a model. For him, sign is a physical object with meaning consisting of what hetermed the `signifier' and the `signified'. The signifier is a term for the sign itself; the images as we, the audience, perceive it and the members of the same culture, who share the same language. However, the advertisment of famous brands (such as «Nokia», «Наша ряба», «Mercedes») is only alibi, because there is something more fundamentally important for the whole of modern society beyond all this.

Symbols are those what the ad promotes. It is not a product or service, but expression of some states, phenomena, or feelings. For example, a car is a symbol of a certain prestige or status. The ad promises people not only to get a product, which they have paid for, but also to improve the image, relationships with the surrounding people, to gain some harmony and peace of mind. The opportunity of obtaining these nonmaterials values is associated with the desire to buy specific things.The main task of the symbol in advertisement is to influence our subconsciousness and to cause a certain desire of possessing this quality. How is this virtual world created? There are usually several plans in the commercial. First of all, this is a verbal description of the product. The images, sounds and non-verbal elements are overlapped on it. The ad addresses not to the logic of man, but to his emotions. The text consists of action verbs in the present tense, repeating the keywords are used in order to fix a positive image in the minds of consumers. Image as one of the most frequent symbol used in advertising is the visual image of the product being sold. For instance, a restaurant that sells fancy desserts in addition to their main entrees may take out a billboard advertisement strategically placed two to three miles away from the freeway exit where the restaurant is located. Placing something as simple as a picture of a dessert on the sign may be just enough to pique the curiosity or perhaps the appetite of the passerby. Some images don't even have to be of what's being promoted. Instead, a commonly associated symbol will suffice. For example, a picture of a skull and crossbones next to a pack of cigarettes could be used to advertise the harmful nature of cigarette smoking. advertising subconscious symbolism mythological

Text can also be used to serve as a symbol in advertising in the same way that an image is used. Frequently one word will convey a message with the same effectiveness as an entire picture. For example, the word “communist” might be flashed on the screen during a political advertisement designed to disparage the policies or political views of an opponent. In this case, the word would signify a left-leaning approach, which can also be symbolized by words such as “socialist”. Similarly, a positive message can also be conveyed to endorse a political candidate, using words such as “bravery” or “conservative” to set the candidate apart from his opponents. Symbols do not have to be visual in nature. They can be audible, as well. Music, for example, is a sort of universal language that advertisers use to convey the mood of their message. The actual content of the music itself can also be a symbol for an advertised product or message. For example, a catchy jingle may be used to advertise a particular place of business on the radio. From time to time, the words of the song may include the phone number of the business. The jingle is meant to stick in the memory of the target audience and be there as an easy symbol to recall when needed. The use of semiotics in advertising is in many ways a process. Just because an advertiser chooses a lizard to represent its business by serving as its logo and mascot does not mean that every time consumers see a lizard they will think of that company. Instead, semiotics employs the use of repeated symbols that eventually come to signify the product. The message's effectiveness can still be instantaneous, but the branding that takes place by introducing such a symbol will generally take months, if not years, to establish. Advertisers do this, not only through repetition, but also through the combining of symbols, bringing words, images and music together into one meaningful and coherent composition.

According to Roland Barth, signs and symbols are always contained in the advertisement and made so that it is easy to read. He believes that, we should be fully conscious about the ideology around us and the best way is by realizing that all things which are natural by common sense are just mythologies. For him, the denotative status of images is "mythical", while in fact photographic images are naturally connoted and, especially in advertising, are the instruments of intentional processes of signification that are established a priori, therefore encoded in the photograph. For example, a sense of confidence is associated withmtampons, happiness - with perfumes, courage - with cigarettes, comfort - with coffee. Due to the conceptof the Austrian psychologist K.G. Jung, all the people have mysterious area in their souls that unites them. Collective unconscious - is the archives of the inherited memory. Symbols and imagesare fixed as a result of a millennium of evolution. The psychological researches proved that the same archetypic symbols cause the same unconscious associations in all people. Let's consider one of the archetypic symbols by Ung, for example the archetype “a shade” which is an unconscious part of a personality that can look like a demonic double. The archetype « shade» I would treat in the ad as “monsters” or bacteria that cause an unpleasant odor. For example, in the advertisement of the deodorant «Rexona». Symbols can be either real objects of culture and mythical, fairy-tale characters or famous people, national heroes.

The image of the cowboy (an American cultural symbol) is often used in the ads of jeans and cigarettes. This popular image is recognized in many countries and was commercially productive. In such a way the image of «Marlboro» with its cowboy themes allowed the company “Philip Morris” to become one of the world leaders in the production and sale of cigarettes. An eagle symbol - is one of the most important national symbols of USA. It represented on many trademarks, symbolizing the American nation and culture. Metaphors are important linguistic devices. They are a primary means of conceptualizing the world. Their power is derived from their ability to assimilate newexperiences to familiar patterns of perception. However, metaphors are often usedunquestionably as common sense expressions with which one has grown up. One tends toforget that they are partial conceptualizations of reality because, as Goatly has pointed out, highlighting and suppression of experience necessarily involves “ignoring of differences andhighlighting of selected similarities” [4].

According to recent theories, a metaphor plays a significant role in cognitive processing, influencing our thinking, reasoning and actions. As Lakoff and Johnson originally put it, “Our ordinary conceptual system, in terms of which we both think and act, is fundamentally metaphorical in nature”. Metaphors merge two seemingly incompatible images or concepts in an effort to create symbolism. Metaphors are frequently used in advertising as a way to enhance the perceived value of a product or to make it seem more personal. They can also help to create a particular brand image. An advertising metaphor often combines a verbal phrase with a visual image to dramatize the effect.

“Your Daily Ray of Sunshine”. This metaphor was used by Tropicana to promote its orange juice. The metaphor projects an image of health and vitality that is associated with drinking orange juice on a daily basis. It also alludes to the fact that oranges are natural products raised in sunny climates as opposed to manmade products filled with artificial ingredients.

“It's What Comfort Tastes Like”. Werther's used this metaphor to associate eating its candy products with “comfort food”, to make consumers feel good about eating them. Chocolate and caramel lovers are led to believe that eating the candy can provide a break from their everyday stresses and be able to experience a pleasurable sensation. “Connecting People”. Nokia used this metaphor to convey the image of connecting people with their mobile phones instead of simply as a means of having a conversation. The message is that not only can you talk to someone who may be hundreds of miles away you can also make an emotional connection with the person which enhances the phone's value.

“Subservient Chicken”. Burger King used this metaphor to advertise its chicken products. It creates an image of a chicken complying during the preparation process to ensure the consumer's food meets his exact specifications. The metaphor is in line with Burger King's overall “Have it your way” branding strategy.

“Isn't It Time You Gave Yourself Some TLC?” Much the same way as Werther's made eating candy a symbol of comfort, Activia used this phrase to equate eating its yogurt with providing yourself some tender loving care. In addition to eating a food product to satisfy a basic need, you are getting the extra benefit of doing something good for your health.

“Real Honest Food”. Ginester used this phrase to convey the image that its Cornish pasties are better than those of their presumably "dishonest" competitors. It also sends a message that the products are somehow more wholesome and consuming them may even be the “moral” thing to do.

Conclusion. Therefore, the world of our desires is the world of the advertisement. For that we need myths and symbols. A consumer doesn't have any opportunity to compare a chemical compound and quality of wash powders, beer or jeans but he willingly buys symbols that he likes. Going to the shop and choosing a certain product, you join a particular social group that recognizes a certain myth or symbol. Nowadays when we are all exposed to heavy masses of adverts, we must always bear in mind thatadvertising has several tools and tricks to influence us. Therefore, we have to filter theinformation presented in ads, and be careful to accept portrayals of people and the worldfound in adverts, as they often tend to employ stereotypes. Hopefully, my paper has managedto call attention to the importance of further research into the relationship between the media and symbols.

References

1. Barthes R. Mythologies / R.Barthes. - London: Paladin, 1973. - Pp. 36 - 38.

2. Cook G. The Discourse of Advertising / G. Cook. - London, 1992. - 251 p.

3. Dyer G. Advertising as Communication / G. Dyer. - London, 1986. - 139 p.

4. Goatly A. The Language of Metaphors / A.Goatly. - .London, 1997. - 376 p.

5. Guilford J.P., Smith P.C. A system of color preferences / J.P. Guilford, P.C. Smith // American Journal of Psychology. - № 72(4). - 1959. - Pp.487-502.

6. Jung C.G. Collected Works / Carl Gustav Jung. - Vol. 9.I. - 1959.

7. Jung C.G. The Archetypes and the Collective Unconscious / C.G. Jung. - London, 1996. - 568 p.

8. Lakoff G., Johnson M. Metaphors We Live By / G. Lakoff, M. Johnson. - Chicago: University of Chicago Press, 1980. - 191 p.

Summery

We live in time when advertisement contributes to the company growth and improves the customers comfort to use the difference services and products. The big brands make the purchasers get their product as the necessary component of their life. How can a big network on manufacture of tobacco products be made? How to manipulate the amount of voices in sinelectoral campaigns? This article clarifies the semiotic approach which figures out the types of advertisements which influence people's subconsciousness as well as analyses symbolism and mythological side of the advertisement from cultural point of view.

Keywords: advertisement, semiotic approach, collective unconscious, symbols, characters, myths.

Мы живем во времени, когда реклама способствует росту компаний и улучшению комфорта потребителей тех или иных услуг и продуктов. Крупные бренды заставляют покупателей приобрести их продукт в качестве неотъемлемого компонента их жизни. Как стать крупной сетью по производству табачной продукции? Как манипулировать количеством голосов в предвыборных кампаниях? Эта статья рассматривает так называемый семиотический подход который дает разъяснения типов воздействия рекламы на наше подсознание, анализирует символику и мифологическую сторону рекламы с культурологической точки зрения.

Ключевые слова: реклама, семиотический подход, коллективное бессознательное, символы, знаки, мифы.

Ми живемо у часи, коли реклама сприяє зростанню компаній та покращенню комфорту споживачів тих чи інших послуг та продуктів. Великі бренди змушують покупців придбати їх продукт як невід'ємний компонент їх життя. Як стати великою мережею з виробництва тютюнової продукції? Як маніпулювати кількістю голосів в передвиборних кампаніях? Ця стаття розглядає так званий семіотичний підхід, який дає роз 'яснення типів впливу реклами на нашу підсвідомість, аналізує символіку і міфологічну сторону реклами з культурологічної точки зору.

Ключові слова: реклама, семіотичний підхід, колективне несвідоме, символи, знаки, міфи.

Размещено на Allbest.ru