Persuasive Signs

Reading Summary

The signification systems that result from assigning names and logos and products is what permits advertisers to create effective as and commercial texts. Text is translated into a visual and verbal connotation of different types of signification systems. The textuality generated by ads and commercials is an intrinsic feature of the advertising method. This textuality can also be reinforced through slogans and jingles. Also creating characters on purpose in order for them to become the main protagonist in the products textuality helps the products recognizably be enhanced. It is important to provide the right context for an ad and you want it to attract the right kind of market for the product. Layout and design are also very important aspects of an ad. Layouts can suggest who the ad intends to target. Many symbols such as the V-shape can symbolize sex and things pertaining to have a sexual connotation.  Connotation results from several cognitive processes including similarity, difference, contiguity, intensity, and association. The human mind seems to be predisposed to link meanings together in many ways that has their own culture-specific logic. Advertising combines layouts, textually and different symbols to create meaning for their customers.

Outside Example

This Carl’s Jr. commercial featuring Kim Kardashian advertises a new salad Carl’s Jr. is trying to promote. They try to appeal to their customers using sex appeal and the symbol of Kim Kardashian. Kim Kardashian is a famous celebrity, but also symbolized sex for many people in her generation. This ad attempts to use sex as a way to attract new customers and old ones by introducing not only a healthy meal, but putting a spin on it to make people actually pay attention to the commercial.

Reading Connection

The reading spoke very much about different symbols being used to attract a certain type of customer base. Carl’s Jr. is trying to attract men in general as Kim Kardashian is seen as a symbol of sex. I believe the goal of the ad was to attract men and if men react to this ad and hence go to their local Carl’s Jr, they will subsequently get the satisfaction from the salad the same way they would get satisfaction from sex. It is important to provide the right context for an ad and you want it to attract the right kind of market for the product, therefore it seems that Carl’s Jr. is trying to advertise to their already largest consumer market of men. It is more typical to see a man at Carl’s Jr. than a women just due to preferences and the ads they produce may have something to do with it. Could the majority men consumer base be because men go there more often because of the sexual nature of their ads, or could it be because the ads push away more women than attract them.