Semiotic Analysis of the Rolex
This semiotic analysis will examine the various sign systems embodied within an advertisement for Rolex (2011). It will also seek to comprehend the paradigmatic value, possible readings, the function of the gaze and mythic ideology present within the primary and secondary signifiers. Consequently, it will be determined how these functions systematically work together to represent an ideology of timelessness and success that the advertisement is intentionally constructing.
Signs and Sign Systems
In this advertisement, the main signifiers are the woman, the Rolex watch and the descriptive text in the left top hand corner. The mode of address specifically targets an addressee who responds to connotations of class, wealth and history.
The sole woman is the dominant signifier represented in the advertisement. As a sign, she is made up of a collection of secondary signifiers: her tight fitted costume, swimming attire (goggles and cap) and the Rolex watch she is wearing. These physical items are strategically placed to address a particular target market. The colouring of the woman’s costume and cap match that of the watch she is wearing. The co-ordination of silver is important as it signifies affluence, prosperity and timelessness. These representations accompany the positional signifiers in the advertisement. The women’s stance suggests that she is above us; her eye level is clearly looking down at the addressee. This particular stance suggests power, accomplishment, and superiority. Through these sign systems, the reader is forced to associate the woman with a syntagm that represents other important, independent and successful womanly figures.
‘This advertisement states: “Rolex. For life’s defining moments.” This statement draws upon the word ‘defining,’ which is a significant representation of the watch’s capabilities both physically and visually. In one sense, the quote is referring to the notion of the Rolex being present during the swimming of the
Signs and Sign Systems
In this advertisement, the main signifiers are the woman, the Rolex watch and the descriptive text in the left top hand corner. The mode of address specifically targets an addressee who responds to connotations of class, wealth and history.
The sole woman is the dominant signifier represented in the advertisement. As a sign, she is made up of a collection of secondary signifiers: her tight fitted costume, swimming attire (goggles and cap) and the Rolex watch she is wearing. These physical items are strategically placed to address a particular target market. The colouring of the woman’s costume and cap match that of the watch she is wearing. The co-ordination of silver is important as it signifies affluence, prosperity and timelessness. These representations accompany the positional signifiers in the advertisement. The women’s stance suggests that she is above us; her eye level is clearly looking down at the addressee. This particular stance suggests power, accomplishment, and superiority. Through these sign systems, the reader is forced to associate the woman with a syntagm that represents other important, independent and successful womanly figures.
‘This advertisement states: “Rolex. For life’s defining moments.” This statement draws upon the word ‘defining,’ which is a significant representation of the watch’s capabilities both physically and visually. In one sense, the quote is referring to the notion of the Rolex being present during the swimming of the
References: Study Guide CMM19 Text and Culture 2013, School of Humanities, Arts, Education and Law Griffith University, Brisbane. Thwaites, Tony & Davis, Lloyd & Mules, Warwick, 2002, Introducing Cultural and Media Studies: A Semiotic Approach, Palgrave, Houndmills.