Reading the Signs - Semiotics

Semiotics: the study of signs and sign processes (semiosis), indication, designation, likeness, analogy, metaphor, symbolism, signification, and communication - definition courtesy of Wikipedia.

Though Semiotics can be defined, I feel like it is an extremely broad concept to understand and to fully cover. What it means to me, is what brand I instantly think of when I hear of a particular product, or what brand I associate with specific images or places. Semiotics to me means relativity to a product, synonymy with a brand or lifestyle.


 One example of such symbolism is Disneyland representing childhood and happiness. Invent something that children adore and their parents will happily pay you a fortune. The entire Disney brand is synonymous with children, innocence, and bliss.

Another example of symbolism is perfume with romance. Apparently if you smell like Ralph Lauren, you will have a handsome man frolicking with you in a field. This relation with smelling good leading to a romantic relationship is an example of semiotics in the works,  convincing the masses that smelling good = landing a stud.

 This video commercial is an example of Smirnoff being the alcohol of choice in representing the party lifestyle. Smirnoff indicates a good time, women, and being the life of the party.

Product Distinction or Marketing Scheme?

"Women dress for other women, and undress for men."

Honestly,  I think men can't even differentiate what's different on a woman half of the time (i.e. hair, nail color, perfume, outfit), they just know the golden rules - that women are complicated/moody creatures and to never ask how much they weigh.

 

So why do women care so much about clothes and looking good? Why are we so willing to shell out an extra $50 of our hard-earned cash on something name brand vs. a generic brand?

Well men's judgements aside, I think it's because we use fashion and appearance in attempts to make a statement of what kind of person we may be and our personality without having to state a single word. This is the gold that marketing is driven by, the desire to have the product speak on behalf of its owner in a favorable light. My "best-friends" in terms of name brands are all "best-friends" I can't afford, but merely dream of until I am no longer a broke college student - or if I don't eat (and blow it all on clothes, and SHOES).

When I think of elegance and class, I think of Chanel, Louis Vuitton, Louboutins - and all the other brands that cost almost as much as a semester's tuition. Though I do acknowledge the fact that I fall prey to the glitz and glamour that these brands perceive to bring, I question if it's really the lfiestyle I'm attaining to seek or rather the quality it promises. Deep down, I know I lust because it's the lifestyle that's so alluring, if I cared more about quality, brand names wouldn't be a concern at all.



   

Though my main example of brands serving more as a marketing tactic to attract attention rather than being a product distinction is focused on women (and ridicule of my illogical, lustful ways) and our crazy beauty rituals (beauty=pain I was taught at a young age), our time-consuming inability to decide the outfit for the day, and the desire to indulge on all things fabulous and trendy - the lesson of brand name preference can be applied to the masses and in all domain of products.

Dietmar Dahmen

"It does not matter what car a man may drive, but rather what drives the man."

The task of sitting through a speaker is one I've grown quite accustomed to. Sit and listen and feel inspired for a moment, then just feel the life drain out of me once again in a day or two... but this speaker was different. Dahmen's ability to completely captivate the attention of an entire room had me in awe. His enthusiasm towards advertising definitely reaffirmed the fact that this industry was something he believed in, something he utterly loved and was good at. The passion that radiates off him is what I hope to one day find in my own career, so that I utterly love what I do - so that I will never feel like I am working a day in my life. I hope to find what drives me to succeed. The subjects he had brought about about the future of advertising had me wondering what would come next in this ever changing field.



The two points Dahmen touched on that I found rather interesting were the unwillingness of people to change and adapt, and the brand serving as selling more of a lifestyle than a product.

For example, when he mentioned that no one in the ice industry had gone into the refrigeration industry, which was rather shocking because ice and freezer go hand in hand today. It struck me as the sense of stubbornness which caused the demise and end to many companies. Growing up, I also remember Kodak and uploading my memories/photos onto Photobucket and ordering prints of pictures and so forth, but those days no longer exist in a fast-paced lifestyle and the ever-so convenient iPhone camera roll. Things that fail to reinvent and adapt are the ones that people will most likely tend to forget.

The second point I definitely had to agree with was the brand power and capability, like with the example of a Harley-Davidson. We purchase for the freedom, the bold and daring statement about the individual on the motorcyle-more than we do for performance. Often times, it's often both we confuse. Certain brands become synonymous with a perceived state of quality and a certain desire of lifestyle.

 

Prior to his speech, I was rather hesitant towards my decision to pursue Advertising as a career, but now I'm certain I chose correctly. The excitement that radiates off him is what I hope to one day find in my own career, the thrill and prospect of excitement is what I crave.

What captures me about Advertising

I think as human beings, we are naturally awestruck and inclined towards beautiful things. That is exactly what excites me so much about advertising! It is still fascinating to me; advertisements are able to capture the essence of beauty, timeless elegance, and appeal just through the use of images and words.

To play on the human curiosity and desires, the images portray a certain lifestyle that the consumer wishes to have. This fantasy world is what drives sales, is what pushes consumers to keep wanting more.

    

    

Without advertising and branding, products would just be products. There would be no need to pay 3000+ for a Chanel hand bag when you could use any old satchel. It's the portrayed lifestyles that intrigue me, the indulgence.

Though some people may argue that advertising is propaganda for negative things such as tobacco or alcohol, I believe that this capability for such products to be transformed into a flattering and intriguing perspective is rather impressive. It's all how it is presented and perceived.