Assignment for Thursday, January 26

Gundam Cafe

The words denote that the building holds a restaurant/café. The Gundam figure out front and the Gundam symbol denote that it is based on the anime. The image connotes the popularity of this particular anime and anime in general in Japan, where they have a variety of themed cafes. Seeing the futuristic look of the building and knowing the storyline of the Gundam anime, you expect a sci-fi experience if you enter. It connotes the ideas of manga, anime and cosplay which are part of a paradigm of Japanese otaku culture prevalent with young people in the country.

Mount Fuji

The picture of Mount Fuji denotes an image of a mountain formed by a series of volcanic eruptions. The image of Mt. Fuji connotes a very iconic image of the country of Japan. If you are aware of codes of Japanese culture, it also signifies for you a  religious site for many Japanese.  When Japanese commuters pass Mt. Fuji on the train many will turn to it for a moment of prayer. It is also a sign of the importance of nature to the Japanese people. Being connected to nature is an important component of their indigenous religion of Shinto. Mount Fuji can be seen as a paradigm of power - the power of nature, religion and the country of Japan. When you look at the picture of Mount Fuji in the context of the Japanese culture, you begin to understand the importance of it to the Japanese people.

Todaiji Temple in Nara

The picture denotes a building that looks like an Asian temple. It denotes Japanese people visiting it as well as Western tourists. It also denotes grounds where deer roam freely. As an American looking at the picture, I see an image that signifies a culture very different from my own. The image connotes an ancient, Eastern culture, that is still thriving. Also, the fact that a number of people, including tourists, are visiting the site connotes that is is an important place. However, you need to know the codes of the Japanese culture to understand the importance of Nara. It was the first permanent capital of Japan and holds the largest Japanese Buddha statue. Japan has a very old culture and the people are very proud of it. Also, Buddhism is one of Japan's most prevalent religions. The deer on the grounds of the temple connote the importance of nature to the Japanese people.  

We quickly understand the meaning in this ad because the codes in the image are universal. We see a girl who is drinking a Pepsi Nex and who is not too thin or too heavy. She is smiling and appears to be dressed for a party. The images denote this. They also connote health and happiness. When you see the girl drinking the soda, you associate the soda with having a healthy body and being happy. She signifies health and happiness.

The words in the ad denote a zero-calorie soda that tastes good. They also signify health. Because the soda tastes good and has no calories, you can enjoy it and it will not cause you to gain weight. The words also connote the happiness that comes from the decision to live right.

I'd say being an attractive, happy girl like her and being healthy are two possible selling points. The company wants us to believe that, if we make Pepsi Nex part of our diet, we will be happier and healthier. If you are determined, you can look good like the girl in the ad and you will then be happy.

This photograph gets its meaning across easily because we engage the codes found in the picture quickly We see a man in a tux in the backseat of a car. We know he is being driven by someone and it appears he is in a limo. He has a beautiful woman in his arms and the paparazzi are attempting to take his picture. These images denote the things I just described in our minds, but they connote much more. These elements signify wealth. The man has spent money on the tux and the limo. We know people wear tuxedos and ride in limousines when they are going to gala events that usually cost a fair amount of money. We assume a woman like the one in the picture only wants to date wealthy men. And there are a lot of paparazzi trying to take pictures, which they do with famous wealthy people.

The words are also a signifier of wealth. They denote a men’s cologne, but they connote wealth. Fendi is a luxury Italian fashion house known for their very expensive leather goods and other products. Most middle-class people can’t afford to buy their stuff.

The limo, the tux, beautiful woman and the paparazzi also signify power and fame. We see these elements and believe the man in the picture obviously holds an important position in society, possibly in politics or entertainment.

All of these elements together, the limo, tux, model-like woman, and paparazzi, form a paradigm of wealth. We imagine that the man owns a mansion, yacht, etc. These elements also form paradigms of power and fame. We see this man as someone who wields a lot of power and is of interest to the public. And, of course, Fendi wants us to believe that powerful, wealthy people like him wear their cologne. Because we have learned the cultural codes through advertising, movies and TV, we readily accept the messages in the ad. The images themselves do not mean power and wealth, but the codes of our society have led us to buy into this. Fendi uses these codes to get us to purchase their cologne. We associate the cologne with wealth, fame and power and, since it is one of their products that people can afford, we will buy it to get a taste of how these people live.