SEMIOTICS Of advertisement of the Brand ARIEL-2015 Commercial
SEMIOTICS Of advertisement of the Brand ARIEL-2015 Commercial
EVOLUTION OF BRAND LOGO
BRAND ASSOCIATIONS
Semiotic Analysis of Advertism BRAND IMAGE Getting people to change behaviour for the greater good.
CULTURE PORTRAYED IN THE ADVERTISEMENT
A strong commitment to promoting sustainability led to a breakthrough campaign which encouraging to save energy by washing at lower temperatures.
Culture portrayed in the advertisement is based on these lifestyle based statistics :• More than 2/3rds of Indian women feel there exists inequality at home, between men and women. • 85% of working Indian women feel they have two jobs, one at work and another at home. • 73% of married Indian women feel a man prioritizes relaxing over helping with household chores. • More than 2/3rds of Indian men prefer to
SEMIOTICS SAUSSURE (Diachronic Model)
PIERCE (Triadic Model)
SIGN SIGNIFIER
SIGNIFICANT
REFERENT SENSE/ SIGN SYMBOL
watch TV rather than do the laundry. • 77% of Indian men depend on women to do the laundry. • Upper middle-class Indian family is shown. • Modern culture in the family is there as the daughter in law is shown as a working woman earning more than husband.
ement of the Brand ariel-2015 SEMIOTIC ANALYSIS
In contrast the woman of modern culture (daughter in law of one of the old ladies) is shown in formals and all ready to go to work in a corporate firm probably. She is shown doing households as well as her office work.
Sign- A married
woman in formals Two elderly women talking about the change and difference between old culture of their times and the current modern one. They talk about how things have changed for women with time.
Sense- Modernity and
Changed culture
Referent- Broad Minded-
ness and Equality amongst men and women. Bold Independent Woman of today’s world.
Semiotic Analysis of Advertism
Sign-All the ladies looking at the guy (Husband)
Sense-State of shock and
contradiction i.e., old ladies were talking about the changed situation in the society in relation to females which totally contradicted the very moment when the guy comes asking his wife about the shirt.
The shirt which the husband was asking about. The green color shows the relation with the brand.
Referent- The ancient mindset of males who thinks that washing of clothes has to be done by the ladies of the family only. The guy asking his wife if she had washed his shirt or not shows a loophole in the modern culture where small tasks like washing a shirt is still expected from the ladies of the society.
The tagline “Share the load” raises as well as asks this question, ‘Is laundry a woman’s job? ‘ The advertisement shows the loophole in the modern society. The moment ladies were chit chatting about the lives of today’s women being better, the husband comes up expecting that her wife would wash his shirt.
ement of the Brand ariel-2015
Sign-Washing ma-
chine with detergent and a shirt on top of it.
Referent- This is an initiative
Sense-Laundry
supported by the brand where they have asked the Indian men to help their wives in the laundry.
room promoting the product, raising a question to its viewers
Referent- The whole
setup is promoting the brand identity. The green shirt for the color of the brand and the washing machine as the product(Ariel Matic) is specialized for fully automatic washing machines
Sign-Advertisement of the product.
ICON: Ariel being the iconic brand itself.
Sense-Pointing to-
wards the issue about doing laundry is a women’s job, which is a stereotype.
SYMBOL: Fully automatic machine symbolizes ease of the work which can be done by the men easily contradicting the question raised whether is it only a woman’s job to do.
INDEX: The question raised here is pointing out the stereotype mindset of the men of the society according to whom laundry is something which is to be done by the women of the family.