Analysing Media

Assignment 1 Image Analysis

In this essay I will choose three images under one theme and use them to do a
comprehensive semiotic analysis.
I chose the theme technology. The three images I have chosen were
advertisments that advertised techonology products. I will discuss the three ads
according to the following criteria: Target audience, Technical codes, Symbolic
codes, Ideological functioning of the images and the Application of the
terminology of semiotics. By the end of this essay I will have demonstrated my
understanding of those elements of semiotic theory and ideology we have
covered in class. I aim to provide a detailed scholarly analysis of the images,
backed up by relevant theoretical readings and references.
The first image I have chosen to analyse is the samsung galaxy s 4.

Target audience: The target audience of this ad is technologically savy people

who are not apple fans. The ad is aimed at people who are looking for high
quality functionality from their phone. This would relate to the words infinte

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possibilities. This implies that the phone has so many functions it has endless
possibilities of what it can achieve. The general target market age would range
from teenage age to people in their thirties.
Technical code: There is not very much text in this ad. The only text is the brand
and model of phone samsung galaxy s 4 and the slogan Live in a world of
infinite possibilities. The brand name GALAXY is written in capitals and is
bigger than all the rest of the text. This is probably to make sure consumers
recognize the brand name. However, the slogan appropriotely reflects the image
used in the ad . Photoshop was used in this ad to make the balloons look like they
are being dragged through the phone screen. A lot of white space is also used
around the phone in order to create contrast and bring the consumers eye to the
product.
The symbolic code: The symbolic code is what symbolises in this ad is mainly the
person, the phone and the ballons.
The jumping jumping represents the carefree attitude of a consumer that
purchasing the samsung galaxy S4 Phone. I think the balloons being dragged
through the phone represents the resolution of the phone, bringing things to life
and hence, the possibilities of the phones capability.
Ideological functioning of the image: Judith Williamson explained that
advertisements translate statements from the world of things into a form which
means something in terms of people. In doing so, they create an ideology for the
product (it@stu.edu) For example, the samsung galaxy s4 ad which shows a
person freely jumping through the screen of the phone, this translates the visual
into the form of freedom and infinite possibilities. The image of the vibrant
coloured balloons translates into weightlessnes and freedom of movement. This
relates to liberalism. As Williamson stated, ideology works through us and not
at us because we are active participants in it. Our own idealogys can be seen at
work in the transferance of valaues as our subconscious imagination creates the
feelings discussed above in our own being. The overall ideology of this advert is
that anything is possible for the user of a Samsung Galaxy S4. In my opinion, this

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advert merges the ideology of technology with the ideology of inspiration and
limitless possibilities.

Terminology of semiotics: A sign is quite simply a thing, whether object, word or

picture which has a particular meaning to a person or group of people. It is
neither the thing nor the meaning alone, but the two together. The sign consists
of the Signifier, the material object and the Signified, which is its meaning. These
are only divided for analytical purposes: in practice a sign is always the thingplus-meaning. (Williamson, 1978)In other words, the signifier is the physical
form of the sign. In this ad the signifier is the person jumping happily through
the phone phone. the signified is the meaning of the physical sign which in this
ad is the phone model Samsung galaxy s4
The second ad I have chosen to analyse is the Apple Ipod Nano ad.

Target audience: The target audience of this ad is people who are already brand
loyal to Apple. I think this because the ad isnt pushing the brand apple (the logo

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is only features off the edge and on the ipod. The brand name apple is also not
mentioned.) but are instead, pushing the ipod nano. This seems like apple are
trying to get people to buy an ipod because they already have other apple
products or to buy to upgrade their ipod.
Technical code: The ipod is photographed from many angles, showcasing the
sleek and smooth exterior of the ipod. The ipod is also a different colour in each
image of the ipod. This showcases the variety of colours that the ipod can come
in. The images are high quality images that allow us to see the detail of the apple
logo on the back of the ipod and the detail of the bottons on the front and side of
the Ipod. The Ipods are photographed in an empty, open space with good lighting
showing the reflection of Ipods. This gives the image a futuristic feel. The text is a
play on words. The words Just when you thought you had heard it all refers to
the fact that it is a new design of the ipod but also refers to how the ipod is
something you use to listen to (or hear) music. The pun used is a clever use of
humour. This engages the consumers interest.
The symbolic code: The symbolic code is how the advert uses signs to symbolise
something else (Sullivan, 2003). The symbols in this advert are the many Ipod
Nanos that are displayed in this ad. The array of different colours symbolise how
different this ipod is. The Ipods are very shiny and relective and this represents
the newness of this new model of the ipod.
Ideological functioning of the image: In the Ipod Nano ad, Apple who are
probably the number one company/movement when it comes to ideological
technology make the bold statement just when you thought you had heard it
all. They are using the word heard as the form of entertainment as you have
never heard before.
Terminology of semiotics: the signifier in this ad is the various ipod nanos. And
the signified is the text ipod nano.
The third ad I have chosen to analyse is the sky broadband ad.

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The Target Audience: The Target audience of this ad is people who have families.
The use of a story book and transforming the sky broadband into a story means
that this ad is aimed at family orientated homes. However, you could argue that
this ad is aimed at anyone who has children or anyone who has very fond
memories of their childhood.
The technical code: This ad portrays the Sky broadband as a fairytale. It does this
by placing the the advertisement on what looks like a story book. The image
clearly reflects a story book. The varied size of the text is similar to the style in
which the text in a story book appears. Also, the pictures scattered between the
text is also similar to the way in which a storybook is formatted
The text some broadband is too limited. Some broadband is too expensive. Some
broadband hasfair usage policies ect is a humorous reference to the fairytale
story Goldilocks and the Three Bears.
The symbolic code: The bowl of ceral is a symbol that represents the story of
Goldilocks and The Three Bears in conjuction with the story of sky broadband.
The porridge represents how sky broadband is just right for the consumer which
is similar to how the porridge was just right for Goldilocks.This image merges
the two ideas and represents both. The use of a story book and a story creates a
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sense of familiarity and comfort. It reminds the consumer of childhood

memories. The text ahhhh, Sky Broadband is just right! and the text
broadband happily ever after is another sign that represents the connection
between sky broadband and fairytales.
Ideological functioning of the image: Robert Goldman stated: advertising is an
ideological aparatas in the sense that ideologys are reduced to the role of
objectives used to boost the flavour of this or that commoditity. (it@stu.edu)
The ad for sky broadband creates a social illusion that promotes an alternative
view and the relationships that surround everybody. This advert gives the
consumer a enforced statement Sky Broadband is just right! as it makes
reference to a make-believe fairytale we may have thought was true when we
were children.
Terminology of semiotics: The signifier in the ad is the porridge. It is what
represents the Sky broadband in the fairytale story. It is is the physical form of
the signified Sky Broadband.

Bibliography
it@stu.edu. (n.d.). Retrieved October 28, 2014 from
http://it.stlawu.edu/~global/glossary/ideology.html
Sullivan, T. O. (2003). Studying the Media (3rd Edtition ed.). Hodder Arnold
Publication.
Williamson, J. (1978). Marion Boyars.

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