This week’s topic of textual analysis really got me thinking about the meanings behind forms of media that I am constantly being exposed to. I took a specific interest in the texts that consumers are exposed to and the kind of advertising that sells products in this day and age.

I did a quick Google search of advertising in 2015-16 and found the ancient and controversial debate to rise once more: does sex sell?

I chose one of the less-raunchy men’s fragrance advertisements and decided to give textual analysis a go.

I interpreted the below image from a connotative and denotative prospective:

Denotative:

• Black and White Photograph
• One caucasian male, three caucasian females
• All are dressed in black formal attire
• All females wear lustful facial expressions, male wears an expression of flippancy

Connotative:

• The male has spritzed himself with the Armani Diamonds fragrance and attended a formal event
• He is not necessarily surprised by the flock of beautiful women who throw themselves at him
• He is dignified by the masculinity boost of having three women all over him

Through textual analysis, it can be said that the intention of this advertisement was to convey the supposed effects of wearing this cologne. While it is not necessarily a realistic prospect, the advertisement is suggesting that by wearing this fragrance, you are instantly more attractive to women, which is desirable for men.

Moreover, attractive and young talent has been chosen for this shoot, as people of all ages generally desire to either be beautiful or youthful, leading viewers to believe that by purchasing this fragrance they will become both, and smell good as well.