Assignment

Instructions: Write a semiotic critique for each of the four advertisements below. Each question is worth 50 points, for a total of 200 points.

• Each semiotic critique should be aboutthree paragraphs in length.

• I am looking for detailed, insightful critiques that refer to the concepts we've covered this semester. Demonstrate your critical thinking skills. Build strongly supported arguments.

• Ask yourself probing questions about the advertisements. For example,

o What is the "happy script"?
o What system or lineage is this cultural practice a part of?
o How does the advertisement portray race, gender, sexuality, and social class?
o What do we learn about the desires of the target audience?
o What cultural mythologies does this message reveal?
o Why is this fantasy appealing or entertaining?

1. Absolut Vodka

Suggestion: How does the message of this ad relate to 21st century dating culture?

2. Gucci:

Suggestion: What is the attitude of the model? What kind of happy script is this? How do the images relate to each other?

3. Levi's Jeans:

Suggestion: What kind of masculinity is the ad selling?

4. Nivea:

Also, how does this ad compare to another in the same series?