Vision is the art of seeing things invisible – Johnathan Swift

To look beyond the surface, is to see what is hidden from others…

Advertising is one of the most influential forms of mass media, a vacuum engulfing and shaping the ever changing ideologies of the general populous. Yet the ideological position and interpretation of an advertisement as a text depends on the individual’s knowledge (The ‘Nationwide’ Audience, 1980), connotations and understanding of myths surrounding the signifier presented. Daniel Chandler’s ‘Semiotics for Beginners’ discusses how the art of semiotic analysis of cultural myths attempts to deconstruct the ways in which codes operate within particular texts or genres, with the aim of revealing how certain values, attitudes and beliefs are supported while others are suppressed. The advert for David Beckham’s men’s fragrance ‘Classic’ is a valid portrayal of this notion. To truly apprehend the intended message of this advertisement one must look beyond the surface, the signifier (what we see), and consider the signified (the meaning) in a more complex sense.

Beckham himself plays a crucial role through the art of persuasion in this advertisement. To the average person he his most commonly known for his celebrity persona with little knowledge of his astonishing professional success, which perhaps has been overshadowed by his luminary lifestyle. Voted ‘Sexiest Man Alive’ by People’s Magazine in 2015 Beckham epitomizes the stereotypical conception of a “perfect man,” thus acts as the perfect source of temptation to entice the audience as potential consumers.

This text is particularly unique as the denotative and connotative aspects of the advertisement parallel one significantly. The signifier/s clearly portray Beckham as a ‘classic’ figure through explicit word choice, the gold, almost nectar-like liquid colouring of the fragrance and more importantly the costuming of Beckham himself in a refined tailored suit. These denotative factors are massively supported by assumed implications of Beckham as one of the most marketable athletes in the industry. Arguably the most well-known British footballer of our time, assumed familiarity of his charitable efforts, rugged good-looks, gentlemanly charm and athletic ability in conjunction with his literal portrayal give this particular advertisement great value.

Yet despite the objective behind the advertisement, it is still widely open to interpretation by the masses. An avid football follower for example may engage with the text through awareness of Beckham’s professional life as opposed to his ‘claim to fame’ as a socialite as an average citizen may. Personal opinion of Beckham is also significant in shaping differing interpretations of the text. Does one praise or condemn the star?

In the case of this advertisement text, Beckham is distinctly viewed not as a person, but as a brand.  

– Cat.D. 

 

 

 

References:

• Daniel Chandler’s Semiotics for beginners:

-Panofsky, Erwin (1970a): Meaning in the Visual Arts. Harmondsworth: Penguin

-Barthes, Roland ([1964] 1967). Elements of Semiology(trans. Annette Lavers & Colin Smith). London: Jonathan Cape

-Hayward, Susan (1996): Key Concepts in Cinema Studies. London: Routledge

• The ‘Nationwide’ audience (1980) David Morley and Charlotte Brundson