In class, we discussed the advertisement of 'Panzani' that Barthes described in his article. We talked about what kind of message does the advertisement has, based on Barthes description. According to him, an advertisement has linguistic message, denotative and connotatvie meanings.
Usually, as Barthes described, most advertisements have these features. This is an advertisement of vaccum cleaner (you can see the product-denotative message). There is a logo on the upper right (literal), and it gives a message that the performance of vaccum cleaner is so good that it can even suck up a person!(connotative)However, even if advertisements do not contain all those kinds of message, they can still be effective, and can appeal to consumers.
Benetton is famous for creative and shocking advertisements. Their advertisements usually concern social problems, such as racism (If we consider that Benetton sells clothes, it's weird because it seems that there is no relationships between their(Benetton's) clothes and social problems.) However, even though they do not use their products in the advertisements, they have a obvious connotative message of "united" colors in the advertisements (In the above advertisement, white, yellow, and black people are altogether in the same place.)
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