Semiology also known as semiotics is known as the study of signs as well as the study of how meaning is created. As individuals we use a variety of signs (gestures) in order to convey or share messages between one another and therefore it is important to have a basic knowledge about semiology in order to identify the uses and meanings of the variety of semiotics used in advertisements today. Therefore the following model essay will conduct a semiotic analysis of a Tom Ford advertisement in order to determine the denotations, connotations/associations and signs present within the advertisement.

 

Tom Ford is one of the most controversial art directors and fashion designers of our time due to most, if not all, of his campaigns causing quite a commotion, as they push their boundaries to the point of being banned from most fashion magazines. In a 2008 Spring/Summer menswear campaign, Tom Ford published an advertisement in which a nude woman is ironing a pair of men’s trousers for a man standing beside her reading the newspaper. The following sign is denotative as it is obvious to the eye, it denotes the subservience of women as the woman in the advertisement is obeying her duties as a female by maintaining the household by ironing her partners trousers, as he waits by reading the newspaper. The male dominates, by working hard which is represented by his business suit in order to provide for the family, while his female partner serves him as expected.

 

Elements in the advertisement however also communicate connotations/associations such as the nude woman which communicates vulnerability, a feeling of being exposed and unprotected due to the cultural knowledge of how woman are represented as symbols of sex and beauty without any depth or value. Another connotations is the man in a suit as it communicates power, masculinity, confidence and wealth due to the cultural knowledge of how men are seen as the breadwinners that have high powered jobs in the city in order to provide for their families, therefore they are more valued and favoured within the workforce and society.

 

One can determine who the intended reader of the advertisement is by considering who it is implicitly addressing. With regards to the following advertisement the intended readers are men, aged 25-35 who are seeking to buy a product such as Tom Ford’s designer underwear in order to boost their ego, as the advertisement implies that this Tom Ford product will attract beautiful women who are willing to attend to your every need. The advertisement primarily invites viewers to associate Tom Ford with wealth, masculinity, confidence and social status which is what makes it so desirable.

 

In conclusion, the following advertisement has visible denotations as well as connotations of female vulnerability to male power and masculinity that, by association, makes the product desirable to men. However it is important to highlight that the advertisement is only effective to those who have the relevant cultural knowledge and share the belief that the following product is desirable. The advertisement is open to oppositional readings by those outside the target market, such as feminists. Feminists for instance may interpret the advertisement as sexist, outraged that issues of social structure such as society’s stereotypical view of gender roles still seem to be condoned in a world where gender equality is supposed to be on the rise. The advertisement depicts dominant patriarchal, consumerist  ideologies, however they are not entirely accepted as “normal” as feminists would go against them challenging the idea of woman being represented as submissive and having a “place” in society as obeying individuals.