Assessment Item 2: Semiotic Analysis ­ Mum Advertisement Text. Signs and Sign Systems This is a Semiotic Analysis of ‘Mum’ Advertisement, featured in the June 7th, issue of New Idea, 1975, p53. The image in this advertisement depicts an attractive young woman, sitting on her bed. Her hands are clasping her feet and her head is coyly tilted. Her body is in a relaxed pose. The young woman wears a feminine, white cotton and lace thin­strapped top, and fashionable blue jeans. Her hair is pulled back and she wears minimal, natural looking makeup. She is looking directly at the camera with a gentle­smile. At her bedside, a wicker side­table displays a large white and blue floral arrangement. Above the image, words are centred in the advertisement, phrased in three parts; structured like that of a poem or sonnet, it reads: “I can get by without make­up. I can get by without a bra. I can get by without a boyfriend.” The words then break to continue below the image, reading “But I can’t get by without my Mum.” Further space follows significantly smaller font, then; the words “Mum spray. An extra dry deodorant and anti­perspirant all in one.” Beneath this smaller font, is preceded by larger bold font that reads the ad’s intended slogan “Every girl needs her Mum.” Beside these words two smaller solitary images of the anti­perspirant deodorant cans ­ the product itself in two different colours and assumed differing fragrance options. As it is understood that a sign is anything which produces any number of meanings (Thwaites et. al, 2002, p.9) and a text to be a “combination of signs” (Study Guide CMM19 2016, p.10) then it can be concluded that this advertisement serves as a text that immediately invokes content through its direct referential function as described and defined by Thwaites et. al (2002, p.10) however, also quite immediately acknowledges and infers the paradigm of ‘dependable things’ which includes mothers, and the deodorant; the “signified...the concept in which the sign invokes” (Thwaites et.al, 2002, p.31) and, the consequent connotations of the sign (Thwaites et. al, 2002, p.60). The signified of ‘Mum’ within this text, encompasses signifiers such as ‘dependability’ and ‘reliability’ and, the product ‘Mum’ (deodorant), assures these attributes and signifiers through the words of the text, syntagmatically setting up a proposition (Thwaites et. al, 2002, p.51) by way of “...an implicit comparison” (Thwaites et. al, 2002, p.48). This metaphor of ‘Mum’ (deodorant akin to her Mother) supports the paradigm of dependable things. The ambiguity of the words of this text lies in whether to know what it is she can’t get by without, as there is insufficient information to decide, whether it be the product or her mother. The anchorage is the second image within the text (the actual products at the bottom of the advertisement) that assists to resolve this ambiguity (Study Guide CMM19, 2016, p.30). The young woman’s presentation is of youth and vitality, yet assumes a posture of innocence. Her blonde hair with soft features and sweet facial­expression suggestive of angelic purity, one of the number of signifiers identifying sensory impressions by the viewer and signifieds as described by Thwaites et.al (2002, p.31). Each statement of which she describes what she can ‘get by without’ demonstrates a signifier of the signified that she ‘can get by without’ most hings however, no her signified ‘Mum’. The connection to the product and need and desire of maternal nurture, contrary to the independent young woman, capable of everything, needing nothing from her list in the text, yet ironically still needs her ‘Mum’, describes the binary opposition of the text and thus identifies the key oppositions “...and how they line up with one another and acquire certain values.” (Glossary of Terms CMM19 2016, p.9). Commutation Test The commutation test works to identify elements and relationships that are significant to various degrees (Thwaites et. al., 2002, p.43). In “substituting one signifier for another” (Study Guide CMM19, 2016, p.25) in the paradigm presented in this report of ‘dependable things’ will evidence how such changes would alter the overall meaning. If the young woman, were to be wearing heavy makeup and designer business clothing ­ these substitutions would make the words less inclined to convey her claim to rely essentially only on her ‘Mum’ both the referred product of this advertisement and her actual Mother. It would not be as effective as it would reduce credibility of the statement (it would be clear or even questionable that this is all she needs or even desires). The signifiers of signified of youth and vitality in the advertisement holds strong paradigmatic significance within the text. If the young woman, whom appears to be in her late teens or early 20s were to be a few years younger, perhaps an adolescent, the signifieds of late teen/early 20­something woman would alter the paradigmatic value of youth and vitality, as whilst it would still exist, the suggestion of not needing a bra, makeup or boyfriend may prove redundant. To dramatically substitute the woman’s apparent age to 20 or 30 years her senior, the paradigm youth and vitality would be significantly challenged. The correlation of ‘Mum’ (mother) and Mum (deodorant) would be lost as the metaphor is less clear. Whilst it is possible and probable that a mature woman might have need for deodorant, the paradigm of “dependable things” becomes less convincing. The ambiguity is no longer obvious. The need of the ‘Mother’ connotations of dependability, and nurture in an older woman’s life would be less convincing, challenged and potentially not possible. If the commutation test then goes on to test third signifier of the paradigm of youth and vitality in the re­arrangement of the images within the advertisement ­ to remove the young woman as the focal point, and substitute for the products themselves being the large and focal image, there would be limited understanding of the ambiguity. The Gaze The gaze serves to evoke a power relationship between addresser and addressee based on dominance and submission and always involves a potential exchange of looks (Study Guide CMM19, 2016, p.13). By bearing witness from a position of third­person, when considering the gaze of this text the viewer looks for evidence of some truth. In media images, such as this advertisement the viewer is addressed by the text and views objectively to decide whether to accept the statement made as truth (Study Guide CMM19, 2016, p.13). As the statements of the image portray a self­assured woman, it suggests that she is an independent person; the one looking. Her demure posture, of arched neck and tilted head, with feet clasped in a childlike pose; suggest however, there is a vulnerability that may be subject to the male gaze. Her youth and attractiveness appeal to this male gaze; seeing women exclusively as objects presented for male pleasure (Sturken and Cartwright, 2001, p.81) The advertisement of this product however, is not intended for a male, being for a woman’s deodorant, so it is intended to be viewed by women. In doing this, the addresser (the young woman) projects and independent persona which appeals to other women, during a peak­period of women’s liberation and empowerment post 1970, whilst assuring the viewer it is acceptable to have this vulnerability for needing her Mum (Study Guide CMM19, 2016, p.18). The child­gaze is portrayed effectively through the sweet, innocence of the look given her submissive childlike pose (clasping her bare feet with her hands). The binary opposition that is accepted by the viewer of this text that this young woman is both, and independent modern woman who does not need the trappings of patriarchal normality, yet she is equally as reliant upon the nurture of the Mum. Myth and Ideology Myth, being “coding which is structured entirely by metonymy” (Thwaites et. al, 2002, p.52) for the purpose of viewing this text, supports the binary opposition of the product (Mum deodorant) and the metaphor/analogy of Mum (Mother), to convey the myth and connotations; Mum (deodorant) is reliable, dependable, nurturing like the signified ‘Mum’, and needed by the addressee ­ the intended audience. The text’s connotations of the young woman in the image embodies these qualities that are associated with the syntagm of the ‘independent woman’ which are visually reiterated and supported by the wording that details what she can get by without. The woman’s visual demeanour of a healthy and happy appearance, of youth and vitality (the paradigm of youth), in which these connotations “need not be true in any sense” (Thwaites et. al, 2002, p.60) do however, effectively support the signifieds and myth, and it is consequently accepted by the viewer. The myth in this text that there is can be no getting by without ‘Mum’ is proposed to be true through the words of the text and the pleasant and relaxed, reassured composure of the young woman. In the case of this text the myths and connotations refers to the signifieds and signifiers of ‘Mum’ which include but are not limited to; nurture, dependability, and reliability to postulate the viewer’s justification and acceptance of this ideology; the ideology of the text being that one cannot get by without Mum (O’Sullivan, 1994, p.286). Dominant, Negotiated and Oppositional Readings In a dominant reading, the reader accepts the myths presented and offered by the text, taking up the role of the addressee (Thwaites et. al, 2002, p.92). In this reading of the text the signifiers (reliability and dependence) of the deodorant and comparison of the signified and metaphor (the deodorant being akin to the Mother) is accepted by the viewer, and the signifiers presented in the image of the young woman likewise, postulates the intended myths. The viewer relates to the young woman and accepts that the Mum deodorant will provide the security and dependability it offers. A negotiated reading of a text is one in which the reader is not completely convinced of the myths, questioning those offered and does not completely assume the role of addressee (Thwaites et. al, 2002, p.92). The viewer considers their needs, interests and beliefs (Glossary of Terms CMM19, 2011, p.45). The viewer may acknowledge or accept the metaphor; the comparison of Mum (deodorant) and Mum (Mother), however may not accept all the other claims of the text such as suggesting she does not need a bra. The viewer may also be unconvinced of her independence for everything but her ‘Mum’. If the viewer of the text is not the intended addressee and rejects the intentions that the text invites; this is an oppositional reading (Glossary of Terms CMM19, 2011, p.46). The understanding and interpretation of the signs of the text are vastly different from the intention of the advertisement. The viewer does not identify with the young woman in the image and does not subscribe to the ideology of dependence of Mum, and the signifiers of the deodorant possessing these qualities. The viewer rejects the ideology that young women can get by without the things mentioned (a bra, makeup and a boyfriend) and that she only needs the deodorant Mum, and/or her Mother. In an oppositional reading the viewer may be a male, or even a young woman however, without a mother, and consequently rejects the metaphor and connotations of the Mum (deodorant) relationship to Mum (Mother). Reference List Mum Deodorant Advertisement. (1975). New Idea, p.53. Glossary of Terms CMM19 Text and Culture 2011, School of Humanities, Griffith University, Brisbane O’Sullivan, Tim 1994, Key Concepts in Communication and Cultural Studies, Routledge, London Study Guide CMM19 Text and Culture 2016, School of Humanities, Griffith University, Brisbane. Sturken, M &. Cartwright, L 2001, Practices of Looking: An Introduction to Visual Culture, Oxford University Press, Oxford. Tony Thwaites, Lloyd Davis and Warwick Mules 2002, Introducing Cultural and Media Studies: A Semiotic Approach, Palgrave, London.