Semiotics

"The theory of signs and symbols in language and the meanings they convey. In marketing research, semiotics is used to identify and evaluate the true meaning that underlies consumers' linguistic responses, to decode their cultural frames of reference and behaviors."

There are many different terms of describing semiotics and the definition above is one of them. It is all about looking out for the signs and signifiers in media. This is where denotation and connotation comes into it. Denotation is noting what you see in an advert and all the aesthetics. But connotation is dissecting the advert and noting what the real meaning of it is. As an example I am going to look at an old Coca-Cola advert and find out the real meaning of it.

At first glance of the advert, all you see is one man giving another man a coke. You can also see text and another bottle of coke at the bottom right. The wording at the top says "Stop for a pause.. Go refreshed". To some people this may just look like a catchy phrase. But when you connotate the advert as a whole you notice that the wording is very persuasive. The coloured "STOP" and "GO" are intended to make you want to stop and go for a coke. The text at the bottom isn't asking you whether you would like one, it is telling you that if you buy one then you will instantly become refreshed again. The italics are intended to catch the audiences' eye. Finally, back in the era when this advert was created, social class was a very huge deal. However, Coca-Cola wanted to deliver the product to any class (as you can see in the advert). They are showing that no matter how much money you have, Coca-Cola is made for you.

Target Audience

I want to address a popular audience that are interested in fashion and music. I done a few questionnaires and asked a wide range of people their views and I came to the conclusion that the best age group would be 17-25. Although it can be difficult I want to target both male and female in the music promotion as both genders are just as interested in fashion and music.

I will upload evidence of my questionnaires a little later on.

Setting my brief.

Before I continue on with my first presentation research I want to get started on my set brief. I have chosen brief 1; A promotion package for the release of an album, to include a music video promo video, together with [what I have chosen] a cover for its release as part of a digipak and a magazine advertisement for the digipak.

I have chosen this brief because it expands the range of work that I want to get across in A2. I want to interpret fashion and music together and show how they can work. There is definitely a gap in the market here. I was thinking of choosing an artist with an indie/folk genre and have an iconic look that will allow the chosen target market to relate to. I personally think there is a gap in the market for a female singer/songwriter like Gabrielle Aplin. She has a great personality that comes across in her music and she has an incredible fashion sense that will allow her fans to follow her clothing. A clothes line could also be in the future for her. I think it will work well for everyone. From personal views, my family and friends would absolutely love it, and for those who are in my potential target market, it's perfect.

An example of borrowed interest.

Borrowed interest is something that most media advertising uses. In simple terms it means taking something related to another type of media text and initiating it into your own advertising. For example, in Topshop they borrow the interest of other designers such as Pamela Love and Michael Van Der Ham. They use this interest to draw the target market of the designers to their own collections.

Topshop and Intertextuality.

Once again I have challenged myself as intertextuality is very hard to find in a retail store. However, by looking at their '214' magazine it is very clear that they promote their website, their store and all the other texts they have created. This is the cover and a few pages from the magazine:

Topshop uses the magazine to create more publicity for the website and the store. If the target market looks at the magazine and if they love the clothes, then they will want to go instore and find the clothing. They use intertextuality in a very discreet but clever way.

Preparation for the first presentation.

I have chosen an artefact that proves to be very popular in all aspects of the media. I have chosen Topshop. Although at first glance you would wonder my reasoning for choosing a fashion retail store, but it is infact included amongst various media texts.

I need to prepare a presentation to my class about why Topshop is so big and how the media presents that. I reguarly order clothing off the website and I usually get their own magazine called '214'. I will discuss that in more detail further on.

Topshop aims at a wide variety of people. "Our target market is 15 to 30 year old women, but internally we target everyone who loves fashion, regardless of age or income". This quote from a Topshop representative shows just how open and determined Topshop are to be a friend to their fanbase. As I said earlier, they have a new magazine (to target people who don't use internet), they have a widely known website, an international retail store, an iPhone app and also a blog that has updates of recent fashion statements and artists' work. Having all of these media texts creates a fanbase for Topshop from every angle. They are able to target anyone who loves fashion in their favourite ways. Later on I will do some research and ask a few people what they think of these texts.

This all links in with audience theory and the two step flow concept. It's all about people going instore or online and they see how incredible everything is and they will tell friends or family about it. This creates a domino effect. I will look further into this when I discuss to everyone about how and why Topshop used the two step flow concept and how it became so successful.

In separate posts I am going to include how Topshop uses borrowed interest, their intertextuality and how they advertise to their target market about the different ways of getting the knowledge of their clothing. Topshop has used all of these in the three media texts that I will be discussing. The website, the online blog and/or the iPhone app and the magazine.