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only gain meaning when "it has someone to mean to" (Williamson 1978, p40). The
reader is therefore very important and will bring his/her own interpretations to the
texts by drawing on their own cultural values and perceptual codes. As the
relationship between the signifier and the signified is arbitrary and meaning is fixed in
cultural values according to most of post modernist theory, we can argue that the
potential interpretations of any given text are therefore endless. But that does not
mean that nothing means anything anymore. This essay will take on a semiotic
approach to show how meaning can be created in an audience, and will illustrate this
how codes and context are central in “anchoring” meaning. Roland Barthes
introduced the concept of anchorage (Barthes 1977, p38ff). Linguistic elements can
help “anchor” (or constrain) the preferred readings of an image: “to fix the floating
chain of signifieds” (ibid, p39). The ads chosen are from two very different
magazines, one from a design \ architecture \ fashion magazine (Wallpaper) and the
illustrate how codes and context within social relations, groups, classes, institutions,
structures and things (Thwaites, Davis and Mules 2002, p2) play a fundamental
purpose in creating meaning. Advertising theory has changed together with other
theories, and the essay will finally discuss is how meanings help reinforce social
structures. Much of what we 'know' about the world is derived from what we have
read in books, newspapers and magazines, from what we have seen in the cinema and
on television and from what we have heard on the radio. Daniel Chandler concludes
“Life is thus lived through texts and framed by texts to a greater extent than we are
normally aware of (Chandler’s web source on semiotics).” This means that ads do not
only refer to concepts in “the real world” that we deal with on a day-to-day basis, but
that they also refer to other texts, and that the degree of this “intertextuality (Fiske
1987)” is what enforces social beliefs in the culture or context we choose to live in.
This degree can be found using semiotic analysis, but as the essay will show, the
meaning depends on how “open” the ad is, and who it is meant for.
The ad from Wallpaper is for the Swedish car company VOLVO (see ad 1) Key
signifiers: Colour photo of large, white, designer house in background. In front of the
house from left are: a young, attractive woman with a beige winter coat with a fur-
collar and confident “power”-stance. Next to her young man, dressed in a brown,
plaid tweed suit, his stance is boyish and passive. To his left a sitting dog. Next to
these three is the car, a Volvo station wagon. The left front car-door is open, and in
the opening stands another young male, visible waist up in a dark brown cardigan and
also a sixpence. Directly beneath everything, the written text. Possible signifieds: Fur
is expensive, tweed suits are old fashioned (even “daggy?”), dogs represent family
and hunting, Volvos are the safest cars in the world (also expensive) and sixpences
represent working men. Connotations: The couple and the key signifiers connotate
aristocracy. The passive stance of the husband and the fact that it is the servant
standing on the driver side of the open car, can direct connotation to the
resembling “Lady Chatterley’s lover.” The form of the written text, in that it
resembles the writing style of ads from the ‘30’s and ‘40’s seems to underline this.
Naturalised meaning: the love-triangle theme also brings an ironic element into the
ad. The ad is complex and witty in the way that it spoofs the notion of Scandinavian
aristocracy, but also that it juxtaposes Volvo as a sophisticated car. As a result of this
the meaning can be “although we’re making fun of ourselves as Swedes, the car is
still sophisticated, beautiful and exclusive to those who can afford it.” This effect, the
way the ad can make fun of aristocracy without removing the essence of style and
glamour from the car, is elaborate, and the important issue of why the creators of the
ad have chosen to do this, can be seen in relation to the audience it is targeted against.
William Leiss and his colleagues has in their study of advertising seen that “at the
meaning, but rather its relationship to the audience (Leiss et al. 1990, 214).” With the
conclude that creators of ads don’t focus on the product, but the universe of codes and
signs that connotate certain positive meanings that are related to a certain lifestyle in a
certain social group or culture. It is a common generalisation that the middleclass and
other social groups in a (capitalist) society strive to become wealthy and lead a
lifestyle that is sophisticated, much like the one presented in the Volvo ad. The fact
that the ad is ironic, and that the irony is separated from the product, is ultimately
The ad from Snowboarder magazine is for CLAE footwear (see ad 2). Key signifiers:
BW partial photo of a big snow plougher in action, through a large mass of snow on
its left side. In the snow shooting out are the names of three guys in large, yellow
type. In the right hand corner, the logo and web-address. Possible signifieds: Snow is
can be perceived as big, clunky and menacing. Connotations: Given that the photo is
BW, the plougher and the snow dissolves, in fact, if it wasn’t for the plougher, it
would be difficult to understand that the substance is snow, and not e.g. gravel or dirt.
These elements can connotate “the mindless” being spewed out by “the system”
whereas the names placed in the same position as the snow being churned out can
The interesting detail is the element of exclusion. The skill of the ad lies in the aspect
that if you don’t know who these people are, you’re not likely to know what sort of
product this is (snowboarding shoes? Normal shoes? Athletic shoes?), and why they
are special. So the meaning can be: “In the grey, boring world of snowboarding
corporations, these guys (who you know are among the best) are doing something
audiences may or may not assign the same meanings (Littlejohn 1996, p328). As
noted in the first ad, the ad is open to other audiences, but the Clae ad is very much
closed. The Volvo ad targeted a much wider audience, basically a “if you can afford
it, you’re in” type of audience. It’s up to the reader to decide wether he\she belongs to
the context or not. On a basic level, signs are combined into texts, but a text has no
meaning on its own (Smagorinsky 2001). It draws value from surrounding elements
and from reader association, but also from what it is not (Littlejohn 1998, p332). The
combination of these creates the context in which the text operates. In other words, if
you’re not a snowboarder, you won’t have a single clue to what this ad is about. This
is why context is important. Thwaites and colleagues mention that “the social
situations in which a sign is used may determine the appropriate content, type of sign
and coding. A sign’s contextual functions indicate the context in which it operates
(Thwaites, Davis and Mules 2002, p19). Chandler explains that Stuart Hall pointed to
the role of social positioning in the interpretation of mass media texts by different
social groups (Chandler’s web source on semiotics). Hall also suggested three
hypothetical models of interpretative codes or positions for the reader of a text (Hall
1980, p136-8). But what Hall and also Chandler miss, is what happens when you
chameleons that take on the coloration of their environment, words take on their
meaning of the context in which they are used (Griffin 2000, p40).”
The opinion that the usefulness of semiotics decreases and is above all dependent on
the skill of the interpreter is not new. Leiss and his colleagues (Leiss et al. 1990,
p214) argue that a key drawback of semiotics is that “it is heavily dependent upon the
skill of the individual analyst”. Less skilful practitioners “can do little more than state
the obvious in a complex and often pretentious manner.” Subsequently, to apply this
to the ads examined, by making use of exclusion and irony, the producer of the ad can
ensure (to a certain degree) that only a certain part of an audience will understand its
core meaning, since there are certain codes in the ad that exclusively connotates to a
particular context that will pass others by. Donald and Virginia Fry’s third postulate is
that “meanings of a message are affected by events outside the message itself
communicate must depend on two variables: (1) the maker must understand the kinds
of content that will convey certain meanings in an audience (codes) and (2) that the
actual text lays emphasis on certain meanings over others (context). In this
perspective, the kind of magazine reflects how meanings are emphasized. Bignell
even argues that: “as well as being a collection of signs, the magazine is a sign in
itself (Bignell 1997, p66). Wallpaper is appealing to anyone who likes architecture,
contains codes, values and perceptions of that specific culture. Umberto Eco uses the
term “aberrant decoding” to refer to a text which has been decoded by way of a
different code from that used to encode it (Eco 1965). Eco describes as “closed” those
to more “open” texts (Eco 1981). Chandler builds on Bignell’s notion and notes that
the signs (or codes) within a text "do not just 'convey' meanings, but constitute a
society expects from that group. The magazine is therefore a "powerful ideological
To summarise, even though some post modernists say that texts are endlessly
polysemic (Barthes 1977, Fiske 1987), meanings can still be communicated. The ads
chosen utilise the element of exclusion with an ironic twist and suggest an intelligent
audience with the necessary knowledge needed to recognize when the message is
directed to them. The two ads are very different however. Leiss and colleagues argue
that “For advertising to create meaning, the reader or viewer must do some “work”
Because the meaning is not lying there on the page, one has to make an effort to grasp
it (Leiss et al. 1990, p200). In the case of both ads this is very accurate. The creators
of the ads have given the readers a and c, but the reader must fill in b. Leiss also sites
Williamson in that she notes that the peculiar thing about advertising is that we are
inclined to fill in this gap. The way advertising has developed together with theories
“open” in the way that appeals to a wide, but also an exclusive audience. The Clae ad
is just exclusive, it has a narrow audience, and the ad is therefore closed. Placing the
Clae ad in Wallpaper would most likely create a negotiated reading (Thwaites, Davis
and Mules, 2002, p92). Consequently, the context in which the ads appear is essential
for their meaning. The type of magazine and also the intertextuality within the ads add
to the complexity of the concept, but the role of codes and connotation is very
important in anchoring the meaning, which in itself also can be complex. As Chandler
and Bignell suggest, signs and codes can be a medium in itself, and described by
Leiss and colleagues: “An ad is a mediator between creator and reader, standing at the
goods try to attempt to construct one set of meanings, and where consumers use these
meanings (along with meanings drawn from other sources) in the construction of their
own lifestyles (Leiss et al. 1990, p201-203).” This is why semiotics is important. On a
basic level, it can show us how meanings construct, maintain and negotiate certain
social beliefs and attitudes in a culture. On a more multifaceted level, the concept of
intertextuality is very interesting and should be studied more widely as it can uncover
the many complex ways in which contexts migrate from one another and show the
Eco, Umberto (1965), Towards a Semiotic Enquiry into the Television Message, In Corner &
Hawthorn (Eds.) (1980), pp131-50
Hall, Stuart ([1973] 1980): Encoding/decoding, In Centre for Contemporary Cultural Studies
(Ed.): Culture, Media, Language: Working Papers in Cultural Studies, 1972-79 London:
Hutchinson, pp128-38
Leiss, William, Stephen Kline & Sut Jhally (1990), Social Communication in Advertising:
Persons, Products and Images of Well-Being (2nd Edn.). London: Routledge
McRobbie, Angela (1995), Feminism and Youth Culture (2nd edition), Macmillan Press,
London
Thwaites, Tony, Lloyd Davis, Warwick Mules (2002), Introducing Cultural and Media
Studies; a semiotic approach, Palgrave, New York