Draft/Ideas [Semiotics Paper]

I am analyzing these two commercials:

Aero Commercial

Kit Kat Singles Commercials.

My main point in my paper is to explain how chocolate advertisements play on single women's insecutirites and how they say their chocolate is a replacement for a man.

OUTLINE
Introduction:
Sex sells
Studying the signs in advertisements
Codes
Affect on culture, women

textual & aesthetic & colour codes
what is he dressed? Where does he live?
KIT KAT: QUOTE FROM UNDERSTANDING COMICS
-Camerawork
-QUOTE FROM SEMIOTICS SITE
-paradigm sets (shot size: long shot, mid shot, close up)
-Colour

Social codes
Body language of both men, what are they saying?

Social semiotics
Cultural assumptions?
What is the preffered reading?
What reality does this text construct?
What assumptions does it make about its readers?
QUOTE FROM WAYS OF SEEING –power of advertising
Man from Sex and the City
Kit Kat personal ad, modern approach, women marrying later?
Word AERO is very feminie, female audience by far


I plan on using quotes from:
Daniel Chandler, who talks about camera shots and their signfiicance

Neil Postman, who mentioned the power of televsion

Scott McCloud, and his belief that we see ourself in everything & in cartoons

John Berger, who says that advertising plays on people's fears and need to fit into society


UPDATE: Here is my introduction

Images of half-naked and scantily clad people have graced advertisements for decades as a way to sell products of absolutely all types. It is no secret, sex sells. It is a topic that stirs controversy, but continues to entice people’s wants and needs. Those who create advertisements understand that people crave more in life, and yearn to be socially accepted. In the world of television, advertising in the form of commercials use sight and sound to attract people’s senses. Neil Postman believes in the power of television by saying, “television … is largely aimed at emotional gratification. Even commercials … are exquisitely crafted” (86). A commercial is not put together blindly; everything is there for a reason.

I will be analyzing and comparing two television commercials selling different chocolate. One advertises Aero chocolate and the other, Kit Kat chocolate. A deeper look into both commercials will reveal embedded signs and codes, and their affect on society. I want to focus on how strategically using sex in both commercials may affect a woman and her self-understanding. These two commercials play on a woman’s insecurities and ever-present fears about her social status, and offer chocolate as a replacement for a man.


Works Cited:
"Aero Bubbles." Advertisement. 30 Oct. 2007 .

Berger, John. Ways of Seeing. London: Penguin, 1972.

Chandler, Daniel. "Syntagmatic Analysis." Semiotics for Beginners. 29 Oct. 2007

McCloud, Scott. Understanding Comics. New York: Harper Collins, 1994.

"Nestle Kit Kat Singles." Advertisement. 30 Oct. 2007 .

Postman, Neil. Amusing Ourselves to Death: Public Discourse in the Age of Show Business. New York: Penguin, 1986.