Persuasive Sign

Reading Summary

The excerpt begins with an example of an ad from sparkling wine maker Marilyn Peach. In this example the reader is guided through a connotative chain in which a interpretation of the meaning of the ad is derived.

More depth is then given to the explanation of the example were the signification system of this ad and others is explained.

Another aspect behind the ad that is explained is the mythologizing of the product. Here it is explained that a product can have connotative meaning in the add by making allusions to myths that already carry deep meaning and expectations.

The excerpt goes on to explain that the layout and design can have importance to the meaning through highly suggestive subtext. Of great importance is also a products ambiguity because this allow for many interpretations of the subtext that can reach as many people as possible.

Outside Example

One example I was reminded of was a YouTube video called YouTube Rewind 2018, but its actually good. In this video a compilation of memes and clips of real world events is used to give somewhat of an outline of the year 2018 for YouTube. In the video the events that are shown are ones that were popular or had great significance to the year. While some of the events if not most of them will not be known by every viewer of the video, because there are so many parts in it almost everyone will see something that will remind them of 2018.

Reading Connection

In the excerpt mythologizing a product and connotative chains are explained in examples. In my example the memes are that are throughout the video are packed full of meanings and allusions to past events and ideas of various significance. These meanings and allusions allow people to glean a great amount of information from the connotative meanings of the memes just like the ad layout and designs of the products from the excerpt.