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“Within media images and messages about products, lifestyles and identities – many

ideological messages are encoded”.

O’Shaugnessy and Stadler’s book Media and Society

“An advertisement can be effective through how it communicates the product and its message to an audience through signs. Signs work according to the signification process.”

Schirato and Yell’s book

Communication and Cultural Literacy.

When an image, sound, or text carries a certain meaning, a sign is produced that carries a message for

recievers to decode. By decoding the message, audiences can interpret the meaning of the

sign, that comes from “The arbitrary relationship between the signifier and the signified” according to

Saussure.

Gillespie and Toynbee state …

“Denotation is the immediate, obvious meaning. Connotation carried a second-level semiotic

meaning”

LIFESTYLE – THE BRAND

Successful Advertising

Julie Rafter

LIFESTYLE

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