Applying semiotic analysis to advertisements and their context leads to the discovery of associations and symbols, potential increasing the trust the spectator has on the brand. In this thesis, I provide semiotic analysis of selected Louis Vuitton advertisements and their context, where I analyse the advertisement's visual images and narrative line, and infer associations and symbols. The analysis enhances average day factors, full of duties and stress, making them more appealing in the advertisement world.The primary focus for the analysis will be the Spirit of Travel2 advertisement. I will apply semiotic analysis to the elaborate, dream-like, and pleasantly-toned piece of art contained in this advertisement.The philosophical nature throughout the advertisement is connected to the promoted material goods, such as travel cases, and it binds a line of advertisements with an abstract motive defined through "The Journey" (the journey as a life itself). The content of the advertisement is not as it seems at first sight. The narrative level is quazi-philosophical, yet it is strategically presenting a question without an immediate, initial answer. The resulting cognitive dissonance then creates pressure on the spectator. The question is later answered in the advertisement, and a special trust between the...
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:339138 |
| Date | January 2014 |
| Creators | Sedlaříková, Pavlína |
| Contributors | Češka, Jakub, Karľa, Michal |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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