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Signifier #3- His Stance

Denotation

The stance of the man in the advertisement resembles a powerful person. His arms are on his hips and his chest is out. Positioning the faceless man in a strong way was done on purpose to show the audience whoever wears the khaki pant is manly and masculine .

The denotation, or the obvious signifier, of this Dockers advertisement is a non-existent man wearing a new and improved khaki pants. The writing on the man provides us with the knowledge that Dockers is explaining the new khaki pants are a new form of man.

Semiotics Stage Two

Connotation

Signifier #2-

The Background

The wooden background in this ad would be

considered a symbol as well. It is showing a resemblance to the object of man in this as because wood is something we as a society consider to be manly and masculine.

The Connotation, or the interpreted signifier, of this advertisement is either a faceless man simply wearing khaki's or Dockers is trying to provoke something more and freshen the pants image. Dockers is showing their brand is mature and it is something the average man has yet to see. Within this campaign, they are trying to re-make the khaki pant and associate it with a mans masculinity.

Signifier #1- The Text

Synecdoche

Literary Technique

The text in this advertisement is culturally specific and conventional. It resembles masculinity as its words read "Wear the Pants" and "The Second Dawn of Man." This can be interpreted as physically wearing the pants or wearing the pants in a relationship.

The man in the advertisement is an example of a synecdoche. A synecdoche is where a part of something is used to represent a whole. Here we see that half of a man is used to represent the whole. The designer cuts out the top half of the man and replaced it with words. This puts more of an more emphasis on the pants.

Semiotics Stage Two

Alexa Schwartz

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