Logical Fallacies in the World of Advertisement and YouTube Phenomenon Essay

Logical Fallacies in the World of Advertisement and YouTube Phenomenon - Essay Example Advertisement is a birth child of the free market economy although it is not focused in promoting free market. For instance, the advertisers are focused into trying to manipulate consumers so that they buy products or a way of life (Martin, 16). A look at the book Amusing Ourselves To Death by N. Postman gives a clear glimpse of the role and the impact of advertisement in the society today. The people have a tendency of medicating themselves into attaining happiness or bliss; as a result, they sacrifice their rights voluntarily. Aspects of television's entertainment represent a way by which the rights of the consumers for entertainment. This is a similar approach in the area of print media such as the magazines. The issues of politics, as well as religion, can be easily diluted depending on how the advertisement messaged is packaged. This essay paper is an analysis of a particular advertisement in semiotic terms. Therefore, this essay intends to show many ways that advertising works, as well as the extent the impacts of advertisement on the audience and the society. The Lancome advertisement This is an advertisement taken from the Marie Claire magazine. In addition, this advert has appeared in several other magazines. From a reader’s perspective, what catches the eyes of most readers is the ugliness of the model that underwent a makeup (Martin, 22). The image is unattractive but for most people, the choice of color is very fascinating. This advertisement covers a sprawling three pages of the magazine. The image on the first page is of a model who has red hair; this image covers almost the whole page. The female model is a woman although she is quite challenging to guess (Alperstein, 18). The reason for this is that mostly with modeling a 25 year old lady can be made to look like a 25 year old. The model is wearing a hat which is of a blue-turquoise-green. She has a scarf which has shiny palettes and a spiky shape. The background where the model is being photographed is very light colored with rose and peach tones which are dominating the blurring background shapes. The woman seems to move forward, her posture is very dynamic (Alperstein, 21). The following pages which are double ones show the similar model in a dark blue-green make-up (Alperstein, 34). Her picture covers the whole of the left page while on the right page sit indicates a dark blue rose and there is a picture of the cosmetic product which is being advertised (Martin, 31). The advert also gives the web-site address for the product (Martin, 29). By showing information in parts of different elements, the advertisement incorporates fallacies as it is not exclusive on what it is really standing for. In undertaking a semiotic analysis of the advert discussed above, this essay paper intends to apply a framework that was proposed by Chandler, as well as by focusing on the important signifies and what they signify. There are a number of various signifiers that could be easily identified from a critical analysis of the main one obviously being the woman dressed up as an insect. The signified -the mental concept the woman represents is 'change'. Of course, the woman as she is depicted in the photograph also stands for conventional norms of female beauty in the form of a somewhat fragile creature. The woman depicted on the