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Word Count: 660
This advert is a promotional advertisment and it is trying to sell its product to the audience the advert strongly relies upon this use of photographic imagery And features an advertisement for the after shave Dune Pour Homme The advertisement uses a variety of signifiers which publicise both the identity of the brand and an image which is in line with the ideology of the text in which it appears which in this case is the youthful glamorous fashion one website The advert predominately features a male in his early to mid twenties and he is kneeling on a sand dune Adjacent to him is an iconic image of the product itself which is projected as being disproportionately large Underneath this image of the product are the words Essence Of Freedom and together these separate components form an effective and unified message On a simple level it is easy to deduce two obvious things Firstly that the subject the image of the man provides a youthful element of glamour which serves both the product and the text in which it is being advertised and secondly that the image of the sand dune is a physical reiteration of the product name However the more interesting semiotic elements of the advert exist within its notion of freedom which is the adverts primary signified concept The notion of freedom is primarily conveyed by the image of this lone man who in his lonesome location seems extremely at ease and unrestricted by normal life thus providing a sense of liberation which is also conveyed by his loose unorthodox clothing Furthermore the softly focused quality of the photography and the advertisements colouring of gentle blues and pale browns are further signifiers which contribute to this dreamy utopian image of liberation However these images alone certainly do not convey this central signified concept for this is only guaranteed by the inclusion of the advertisements of the statement essence of freedom
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