Semiotic Analysis: Insane In Membrane

Introduction

Signs and symbols have been used since ancient times to convey different meanings in communication. Attempts to understand the significance of symbols and signs have given rise to semiotics as a field of study (Uexkull 205). This paper presents a semiotic analysis of a commercial advert titled "Insane In Membrane." The advert is designed in the form of images and is for marketing medications for mental health. Undoubtedly, the pills are for treating mental illnesses such as depression.

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Three images make up the advert. The first image shows a closed bottle full of pills in the shape of capsules. The label on the bottle shows a caricature of a sharply dressed man whose head appears to have ruptured. Under the man, there is a blue text reading "Insane In Membrane." The use of the portrait of a man and the blue color in this advert implies that the commercial's target audience comprises of adult males. Blue is the color preferred by most men because it naturally invokes strong ties to the corporate world (Zlatev 69). The man in the advert is sharply dressed, an indication that he is working in the corporate sector. Thus, the specific target audience for this advert comprises of working-class men. The bottle is full to the brim, which emphasizes the importance of taking a full dose. The text, "Insane In Membrane" shows how the pills work rapidly to cause the desired effect.

The second image is a close-up view of one of the capsules. The capsule in superimposed on what looks like a star in a blue background. A scaled-down version of the same bottle shown in the first image is featured in this second image at the bottom right corner. An important aspect of this second image is that the blue color is more prominent than in the first image. This serves to reinforce the link within the target audience. The close-up view of the pill helps in giving more information about the medication. The capsule is labeled "insane" in capital letters. The use of upper case letters in this label communicates the innovative power of this medicine. The numerous spikes on the star are meant to serve as an indication of how the medication penetrates the body to cause the desired effect. The inclusion of the bottle in this image is a deliberate attempt to keep the audience glued to the main message.

The third image shows a predominantly blue background with a drawing of the human brain at the top. The inclusion of the brain in this image draws the audience's attention to the part of the body that is the focus of the medication. Ostensibly, the medication is meant for treating mental illnesses hence the inclusion of the drawing of a brain. In the middle of the image is a white text that reads, "NO NEED TO CHECK YOUR BRAIN AT THE DOOR." The white color is associated with purity, calmness, innocence, and goodness (Dumenco). These qualities of color white embody the effects of the relaxing effects of the medicine on the body. Blue color has been used in the backgrounds of both the second and third images. This color is metaphoric of loyalty and reliability, which are the desired qualities of the medicine.

The utilization of commodity codes in this advert is evidenced by the sharply dressed man on the bottle's label. The man is wearing a brown suit with a matching red tie and white shirt. This mode of dressing symbolizes class. Essentially, this presentation is meant to emphasize a high fashion sense and social privilege. From the perspective of the advert's target audience, the commodity code helps in making educated and successful men the center of attention (Williamson 68). The behavioral code is reinforced through the combination of blue and white colors, which shows relaxation and calmness. The use of textual codes in this advert merges seamlessly with the use of social codes.

Conclusion

To a large extent, the advert relies explicitly on interpretive coding. This is in the form of both perceptual and ideological codes, which are specially designed to deconstruct the ideas of the target audience (Fawless 273). More specifically, the fashion sense displayed in the first image triggers immense psychological responses in line with men's commodity preferences. Noticeably, this coding intended to establish a strong connection between the product and the lifestyles of the target audience.

The commercial has refrained from using silhouettes or featureless figures. All the three images are discernible, a fact that supports the notion of social connectivity. The detailed physical features of the man in the first image tell viewers that they are important and manipulate them into purchasing the product. As well, the depiction tells the audience to imagine that they are the ones enjoying the benefits of the product being marketed. Overall, the "Insane In Membrane" advert is well designed to make use of various signs and symbols to connect with the target audience.

Works Cited

Dumenco, Simon. "This Is a Generic Millenial Ad." Advertising Age. http://adage.com/article/media/generic-millennials-ad-made-made-stock-footage/310297/. Accessed 7 September 2017.

Fawless, Jib. "Advertising's 15 basic appeals." ETC: A Review of General Semantics 39.3 (1982): 273-290.

Uexkull, Thure. "Semiotics and medicine." Semiotica 38.3 (1982): 205-215

Williamson, Judith. Decoding Advertisements: Ideology and Meaning in Advertising. London: Boyars, 2011.

Zlatev, Jordan. The Semiotic Hierarchy: Life, Consciousness, Signs and Language, Cognitive Semiotics. Sweden: Scania, 2009.