Changing our Perception: Semiotics

Semiotics happens everywhere in our daily lives, whether we are aware of it or not.  Some ads use implied symbols, leaving us to interpret their visual cues into what message is trying to be passed onto us.  I feel that the following 3 ads do a good job of establishing a clear message while still leaving some interpretation to the viewer.

The first ad that I have chosen is a Doritos TV Commercial that aired during the Superbowl.  The ad tells a story of a guy who buys a goat that loves Doritos chips and the goat just keeps eating and chewing and crunching, which inevitably make the guy go nuts.  The message from the commercial isn't straight forward and leaves us to connote the message.  I felt that the message they were trying to portray is that Doritos are addicting even to a goat?  Either way, it leaves me craving Doritos and I was definitely eating them during the Superbowl.

The second ad that I have chosen Is an ad by Mercedes that touts their new detection systems in their cars.  The image mixes Denotation with Connotation, the set up for this ad tricks our mind into seeing two images.  The profile cut out of the picture as well as the profile of the man's eye leaves us to see the man in full profile even though the rest of his face is facing forward.  This ad leaves the viewers to connote that in their vehicle we can be looking to the side while not actually facing to the side.  This ad does a good job of leaving interpretation to the viewer whilst also leading toward the intended conclusion.

The last ad that I have chosen is from Koleston.  It is a very simple set up and with the use of the landscape, it leads the viewer through a simple icon of and outline of a woman's hair and facial features.  The ad is for their Natural collection and reinforces it being natural by using the natural landscape to create the image. Overall is leaves us with a clear message while again, still making us decipher what the message is.