I thoroughly enjoyed this exercise, and it was great to recap on specific aspects, which I came across from the ‘Context and Narrative’ module. I decided to concentrate on ‘looking at adverts: 2’ posted on 15/09/14, where Woolley deciphers an advert that is promoting a ‘Protein World’ product. I thought it would make for an interesting task, to read Woolley’s post, after I had deciphered the advert for myself, then compare our thoughts and findings.
Throughout, I took into consideration the notion of ‘semiotics’, and more specifically ‘denotation’ and ‘connotation’, which is essentially the relationship between an object within the image, and its meaning, i.e. signifier and signified.
Denotation = Yellow background.
Connotation = The visually striking background highlights the muted tones of the model and text very well. It also reflects the labels seen on the product itself, and if one were to visit the businesses website, they would noticed the same colour features throughout. The same vibrant yellow is often seen in pop-art pictures, and though they originated in the 1950’s, they certainly had a modern quality for that period. Even today, pop-art is considered ‘trendy’ and is an attractive movement to follow by the younger generation. If we consider psychology and the meaning behind the colour yellow, it represents such things as, energy and emotional strength, but also depression. I found this very interesting when considering the product involved, as many people turn to living a healthier lifestyle – both physically and mentally – if they view themselves as being unhealthy, which can often lead to depression. It could also be a very clever marketing scheme, where sublimely, by using this colour, individuals’ will look at this advert and think that if they don’t but this product, they will develop such things as, anxiety and depression. However, those individuals’ may need to have an understanding of psychology surrounding colours.


Denotation = Young / muscular male model wearing shorts and photographed at an obscure angle
Connotation = The model represents fitness and strength, which is appropriate for the product being advertised. The obscure angle that they have chosen to photograph him has been purposely done to better define his muscles – more so on his chest and stomach – that may have not been as pronounced if photographed square on. The model reminds me of a marble statue one may see in Rome, which again is appropriate for the product, as this is a strong material, and was used as a symbol for purity and immortality. The shorts he is wearing reminds me of a canvas loin cloth that a gladiator would wear when in battle, and the way his right arm is bent, it could be imagined that he is holding a weapon. Gladiators symbolise courage, bravery and, perhaps more importantly in this case, strength.
Denotation = Whey protein product
Connotation = The product has been perfectly placed in the advertisement beside the muscular torso. The viewer’s eye will naturally be drawn to that area after reviewing the product, which, compared to the model, is small in proportion. Again, this has been cleverly thought out, as subliminally, it’s telling the viewer that by using the smallest amount of product, they will see huge gains in their physical appearance.
Denotation = Tag lines and social media icons
Connotations = “Follow us” has been used as a statement, almost like the brand is recruiting people to join an elite club, or start a “protein revolution”, to make changes both socially and culturally across the world. This is fitting to the companies name – ‘Protein World’ – where it gives the impression that the business works on a global scale. This may help promote both product and business, as people usually think along the lines of ‘the bigger the better’. The social media icons – relatable and available to the majority of people – will allow these individuals to join the club – so to speak – at a click of the button, thus promoting the business and product.
It was interesting reading Woolley’s thoughts on the advertisement. Though she picked up on some of the same things as I did, her interpretations of them were different, and as a result, so were her comments. This tells me that people ‘read’ photographs in different ways, and more often than not, the way we interpret what’s in an image and ultimately its meaning, depends on our historical, social and cultural backgrounds and understandings.
References
Open College of the Arts. (2014). ‘Looking at adverts: 2’ [Online] Available from: https://www.oca.ac.uk/weareoca/photography/looking-at-adverts-2/
Protein World. (2020). [Online] Available from: https://proteinworld.com/
Art Fido. (2017). [Online] Available from: https://shop.artfido.com/listing/2737247077/Yellow_Pop_Art_Lizard_in_Suit_Print_on_Loose_Canvas
Medium. (2013). ‘The Angel in the Marble’ [Online] Available from: https://medium.com/@nilsaparker/the-angel-in-the-marble-f7aa43f333dc
Ancient History Encyclopaedia. (2018). ‘Roman Gladiator’ [Online] Available from: https://www.ancient.eu/gladiator/






















































