FUTURISTIC CHANEL

In this weeks seminar we were asked to complete a semiotic analysis on campaigns found in two separate magazines, one being a magazine we were very familiar with and one being something we had never bought or read before.  The idea behind semiotic analysis is to depict an image and work out exactly what the brand is trying to convey through their campaign.  Not knowing immediately what something means can be unsettling, Barthes calls this the 'terror of uncertain signs'.

For the magazine I was extremely familiar with I chose Vogue, naturally. After all what teenage girl hasn't seen, let alone heard of Vogue? The campaign I chose to use was the Chanel futuristic Autumn 2013 collection, this advert in particular stood out to me when I was browsing as I felt it was completely different to any I had seen in recent months, most campaigns were using soft, warm and bright stereotypical autumnal colours whereas this one focusses on the use of sharp metallics and a cold colour pallet.

When working on my semiotic analysis for this image I had to break it down into 5 sections, the first one being to write down my first thoughts and responses when I saw the image.  The second being to find out the field or tradition it belongs in, what type of visual it is.  The third and fourth required me to  list what the campaign denotes and connotes.

Denote - to list

Connote- to find the meaning

1.  Modern, futuristic, sharp, edgy, repetition, simple yet slick, minimalistic, strong, broken, unique

2.  Advertisement, promotional campaign

3.  3 women, one at the fore front of the image with a stronger more distracting pose.  Broken body       language used by all three models. Repetitive styling of garments, right hand models wearing the same neckline. Futuristic essence shown through metallic trousers and simplistic white, clean background.

4.  Futuristic connotation, androgynous,  powerful image, strong eye contact

5.  Promotional campaign, produced by Chanel in November 2013 to promote a futuristic collection using strong metallic fabrics and simplistic settings. Possibly belonging to monochrome trend and rise in modern technology.

becky x