Mythologies

Mythologies

Toothpaste:
Clean, fresh, affective, simple, powerful, scientific, dentist recommended, professional recommended, confidence.
Colours: white/blue(Suggesting cleanliness, the colours also suggest that this product is simple yet high quality.)

Media Mythologies -
Media myths are commonly held beliefs, and they are used frequently to create meaning in advertising.

Example 1: Flowers
Flowers suggest clean, feminine, perfume.

Example 2: Glue
Glue suggests strong, powerful, affective.

When an image has no clear meaning then the meaning is often attached through the use of a caption and logo.
This is called ANCHORING, because meaning is anchored (locked) in the image through the use of the caption and/ or logo.

Example: Sauvage (Male perfume)
Male in desert looking serious-
The expression on the mans face makes the audience feel as though their is a serious and manly tone.
By using the mythology of a desert it creates an image fir the audience that this man is surviving in the desert alone, implying that this male is strong, powerful,masculine and independent, making the audience want this perfume to feel exactly how the man in the advert is portrayed.
The advert also uses the well-known actor Johnny Depp who mainly known for his role in Pirates of a Caribbean, where he plays a strong, independent, confident and masculine character this then also reflects on his role in the advert by having the same effect.
The caption to this advert ("The new performance") is also suggesting strength and power.



Example: J'adore (Female perfume)
The French word J'adore translates to English as "I just love it"
By using the French mythology it makes the perfume sound unique yet mysterious.Also by portraying this French word to the English audience it intrigues the English as this type of audience are fascinated by the French glamor,fashion,cuisine and passion.
The setting also captures the viewers as a glamorous model is confidently strolling out of the water, this attracts the eyes of the audience making the audience want to fell as confident as the model.
The mythology of the colour gold implies to the audience that this is a rich and classy perfume almost persuading the audience to buy the perfume to also be considered in this way.