SWIN BUR NE Swinburne Online Media Journal Document Name: Title of Text: Media Form (e.g. film poster): Link to text (if available): "This is an ad for men." Poster/Infographic THIS IS AN AD FOR MEN. Hire more women in leadership roles. We're all worth it Employee sarisfaction +24% Merdoring score for female leaders Loocership review L'ORÉAL PARIS https://www.adsoftheworld.com/media/print/loreal_this_is an_ad_for_men_lipstick_mascara_nail_polish What is the denotative meaning of your chosen text? What are some connotative meanings in this text? According to O'Shaughnessyti Stadler and Casey (2016) theorised that all media text consists of a combination of signs that coincide with one another to produce meaning and significance. This reflects well with the exploration of Semiology which is the study of signs and symbols and their use or interpretation. Signs and indicators in media texts can be recognised for their denotations and connotations. Barthes (2000) found thatti the first tier of signification is denotationti which is the sign's most specific or apparent meaning. Connotation is 1 | Page
SWIN BUR · NE # Swinburne Online the second tier of significationti primarily referring to the sentimentsti ideasti and connections that a sign elicits and is associated to our shared cultural values (O'Shaughnessyti Stadler and Casey 2016). The denotation for the attached sign by L'Oreal Paris may be identified in the phrase "This Ad is for Menti" which is primarily targeted at a male-identifying audience. The vibrant red backdrop is evocative of a vintage cosmetics campaignti with a powerful textual message encouraging men to recruit women into leadership roles and the benefits that come with it. There are numerous connotations associated with the main signifiersti such as the scraping of the mascara brushti which is associated with make-up users who are primarily femaleti yet this signage utilises text to target males. The statistics beside the mascara swipeti like a graph on a reportti displaying the degree of enhancement if women were to be hired. Identify and discuss any intertextual links between the text and other media texts. The term "intertextuality" coined by Kristeva (1986) refers to a text's connections to other texts within a wider network of cultural practises and emotions. As a resultti an "intertext" serves as an anchor within this network or systemti and a text's "intertextual" possibilities and significance are determined by its connections with other texts from the pastti presentti and future. Howeverti unlike highly associated term "referenceti" "intertextuality" has no verb form and therefore has unrestricted capabilities of identificationti but not of definition to a single category of textual action (Orr 2010). Within the subtext passagesti there seems to be an intertextual connection to the challenges with the low statistics of women in management positions at the time of this ad campaign. This anchoringti in combination with the broader implications of males in leadership and the femininity associated with L'Oreal Paris make-upti prompts a greater intertextual relationship with the powerful political messageti which is related to leadership. Does it have captions that function as anchorage? How does it position or address