Semiotics
Icon
Why are icons and indexes so important in media texts?
Icons and indexes are important features in media as they allow the audience to identify what is being shown, as well as make interpretations based on them. They also all represent a meaning, which some audiences might agree with, however others may not.
Why might global brands try and avoid symbols in their advertising and marketing?
Brands may avoid using symbols in their marketing and advertising as they may have different meanings to people of different audiences, as they may have different beliefs or norms and values. This means a symbol that may portray a hegemonic reading to one consumer, may offend another consumer who has an oppositional reading. Brands might also avoid the use of symbols as people from around the world might not actually know what it means.
In this print advert the producer has communicated the wrong meaning through the index of the hand with answers written on it as, instead of emphasising how good their pens are and how well they work, the consumer is being encouraged to cheat. The tagline 'helping students cheat since 1945' also reinforces this message, which could have a negative impact on Bic's brand image as their advert suggests they are endorsing bad habits/behaviour and may have poor values as a brand.
This print advert has successfully communicated their message to their audience. The producers use of the sign of the trainer along with the tagline 'because a soldier needs the right ammo' helps them communicate that they're products are the best for playing in. By creating the image of a 'soldier' it also suggests to the consumer that by wearing Adidas trainers, you show that you are strong and determined. This advert is successful as it can be easily understood globally, as there are no symbols that relate to only a specific group/audience.
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