Semiotic Analysis of Southern Comfort Advertisement
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For my semiotic analysis, I chose an advertisement for the alcoholic beverage Southern Comfort, found while browsing the FHM website (www.FHM.com). This essay will carry out an analysis of this commercial using the basic concepts and terms of semiology.
The power that women have over men has been a strongly debated and interesting topic for discussion between both sexes for a long period of time. This image is a prime example of this power and the way a man is portrayed in such a relationship. As Robins states, the "real crisis confronting contemporary societies is a crisis of social relationships". (Robins, 1996) The advertisers of Southern Comfort are trying to replicate an image of some distraught, exhausted, overworked man who is with his nagging wife. They are trying to evoke a sense of sympathy from the reader of the advertisement for the husband, dragging along his ball and chain. An association is linked between the ball and chain with repression, tough labour and injustice...