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Media and Communication

Ref No: 2016

According to Cobley (2014) semiotics have gained an important place in the marketing and advertising industry which has enabled the marketers to effectively promote their products and incite positive feelings about their products in the mind of the customers. Media and Communication In the view of Oswald, and Oswald (2012) semiotics refer to the study of signs and symbols that are used as means of communication especially by the advertisers.

It is further stated that semiotics exist in many different forms and are used especially to provoke emotional responses from the audience.

According to Berger (2010), marketers give special importance to the element of semiotic in their advertisement campaigns to incite positive feelings about the products that they are trying to sell.

It is further stated that cognitive semiotics has different characteristics such as cognitive science, linguistics, and semiotics. Undertaking these entire elements enable marketers to implement semiotics in an effective manner. It is believed that the inclusion of semiotics will enable the marketers and the advertisers to attract a maximum number of customers towards their products (Şerban, 2014).

The product that has been chosen for analysis is deodorant which will be used to analyze the mythic functions that it provides to its users. Media and Communication It has been analyzed that the advertisements play an important role in delivering the signs and the signals associated with the deodorant and the body spray to the general public.

These advertisements create perception towards the audience that deodorants should be used especially by men to make themselves look attractive particularly in the eyes of women. Another mythic belief is that the deodorant works for almost 72 hours.

Therefore, in the view of Vagdevi and Shantharaju (2014) considering the importance of semiotics, the marketers of deodorant use semiotics to incite positive responses from the male consumers towards the deodorant. One of the examples of the semiotics used in the marketing campaign of deodorant is the advertisement of Axe Body Spray and Deodorant.  One of the commercials of Axe showed that numerous girls were running from different corners of the world towards a beach where a young guy was putting on Axe Spray on his body.

The advertisement created a sense of feeling among the youngsters that putting on deodorant is one of the main sources through which young girls can be attracted.

Consequently, the creation of these kinds of advertisements creates a positive feeling among the male buyers which led them towards the purchase of deodorants.

In addition to that, it has been evaluated that as Axe is a less expensive item and easily affordable even by the teenagers who generally have limited resources; therefore, they are more inclined towards purchasing it to make themselves look smart and attractive (Longwood.edu, 2012).

However, it is believed that too much presentation of this kind of semiotics related to deodorant has somewhat led towards the marketers and perhaps even the consumers forget about the real use and worth of deodorant.

The major use of the deodorant is sweat reduction and the reduction of odour that generates from it. Furthermore, deodorant also helps in the reduction of the bacteria that can harm the skin at the time of sweating. However, the presentation of the deodorants as the products that led towards males attracting females has somewhat undermined the real use and advantages that can be gained through the use of deodorants…