Media Theory EssayIn everyday life, we are constantly confronted with countless amounts of advertisements without even realizing it, because it becomes normal for us in our daily movements . We come across these advertisements on television, on billboards, on posters, in magazines and on the radio. Semiotics progressed through the development of Roland Barthes, but Ferdinand De Saussuer further developed the idea. But the two dominant theorists who constitute a sign are Ferdinand De Saussure and Charles Sandres Perice. By using the use of signifier and signified which are aspects of semiotics, it allows us to understand the ideology in advertisements. In this essay, I will give my understanding of the “meaning process” from the beginning by referencing three relevant theorists that I have discussed and giving examples of my understanding. To understand the process of signification, I will have to start with structuralism, but what is it? structuralism? Structuralism is a way of approaching texts and practices, stemming from the theoretical work of Ferdinand De Sassure. Sassure divided the language into two parts. Since there are no obvious connections between a sign and an object, our written and spoken words are examples of symbolic signs. An example of this: if I said the word "cat", it has no clear connection to a small furry animal with 4 legs. The word cat will only work because we understand which letters make up the word cat when we put them in order. The first of these elements is called signifier and the second is signified which together constitute a sign. We understand these symbolic signs as the meaning of an agreement between their users. These types of signs do not have a direct link to what is signified. This pairing...... middle of paper ...... ketchup has "quality" and "freshness". Looking at these images, we must consider the “codes” at work. There is a use of photographic and technical codes. The use of lightning created color tones ranging from light to dark. With the use of Photoshop, he clearly exaggerated his appearance to make him look fresh and increase his qualities. This advertisement can be classified as a symbolic sign. As ketchup contains a high amount of sugars, the advertisement attempts to hide this factor by showing raw tomato slices which give an impression of health to promote a better lifestyle desired by its viewers. The use of editing helped to show this. There is no defined target audience, as today's society pushes people to eat more natural and healthier foods. Advertising therefore relies on people to choose this lifestyle and buy this product, otherwise the advertising will not be very successful..