Selling sex:

Sub Title: a psycho-semiotic analysis on local print advertisements

Author: Acot, Angelie and Sustento, Alma Louise Marie

Accession Number: 1638-UGT

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Copyright Year: 2015

Abstract:

This study aimed at analyzing the different advertisements in various local magazines in the Philippines using the semiotic approach of Ferdinand de Saussure and the Psychoanalytic theory of Sigmund Freud and Carl Jung. Specifically, this study south answers to the following questions: (1) What are the signifiers found in each of the selected print advertisements, and what do they signify? In the five print advertisements, waht are the most common signifier types? (2) What are the signifiers contain psychoanalytic concept or meaning? What do these concepts suggest and how do they relate to the product and the advertisement? (3) What communicative intents can be referred from each advertisement based on semiotic-psychoanalytic implications of the signifiers? (4) What are the violated codes in the five advertisements based on the Code of Ethics in Advertising of the Philippines? The findings showed that (1) the signifiers seen from the five advertisements have subliminal meaning beyond the image itself. These signifiers were summarized into four parts: scene, non-verbal cues, objects and text which create the overall theme and message that each advertisement was trying to portray. (2) the signifiers found in the five advertisements contain strong psychoanalytic concepts that conveyed how sexuality and sensuality was amde as a foerfront for product advertisement. (3) each of the five advertisements possessed a communicative intent that direstly triggered the emotional state and response of the viewers. The communicative intent found in the advertisements is as followes: Slip into the sophisticated and sensual you; share an intimate bedroom fantasy for the Avon advertisement, ' Drink on... Keep those bikinis on! and drink for the guys, drink, drink with a goddess for the San Mig Light advertisement, ' arouse the passion in the beast and awaken the sensuality of the woman' for the kojie San advertisement, runaway reeady for teh streets for the Primadonna advertisement and have faith in me and my toned body for teh century tuna advertisement. These contained images that awaken our carnal desires and aggravate our insecurities building our interest and grabbing our attention to persuade and sway our judgement. We could safely say that these advertisements were selling sex to further make their products more interesting and alluring. (4) The advertising board of the Philippines establishes code of ethics that can only be used in the most literal sense, that withoutthe knowledge of semiotics and psychoanalytic concepts, these sexually induced advertisements were still considered as tame and normally accepted. The following are the violated codes based on the code of ethics and advertising of the Philippines: (1) claims of product and service properties or characteristics should be clearly presented and should not, in the guise of creativity, be confusingly and or misleadingly distorted or exaggerated in the light of the products or services market. (2) Indecent exposure of the human body shall not be allowed. Some exposure of the human body maybe allowed in advertisements when in good taste and relevant to the product or service being advertised, the situation being portrayed or the audience being addressed. However, suggestive portrayals shall not be allowed. (3) Advertisements should not exploit or tend to promote physical, verbal or psychological violence or the use of the deadly weapons (other than lawful purposes) whether achieved through real or fictional characters or situations. (4) Advertisements should not feature or promote excessive drinking (5) Advertisements shold not depict or exploit persons as sex objects and should not carry any sexual entendres. (6) Advertisements, commercials, or billboards with scantily- attired models appear to be obscene when the pose, facial expression, situation, props, copy and or other aspects of the presentation are suggestive or vulgar because they employ sex in a blatant to attract attention or sell products or services. The code of ethics for advertising in the Philippines made sure that these would be avoided and be carefully implimented. However, our findings that there were still advertisements that have certain details that should have been disallowed by the ADBoard.


Keywords: selling sex, print advertisements, psycho-semiotic analysis

Citation:



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