SEMIOTIC ANALYSIS 2

What is the signifier?

            The signifier is an image of an old man on a stage. He is in the spotlight. He is dressed nicely. He has his hands outstretched over a woman who appears to be floating. It is obviously a magic act and he is the magician who is “levitating” the woman. He is looking directly at the camera with slight smirk on his face. In the corner, there is a bottle of Glassex (glass cleaner). The only colors in this ad are blue and a tiny bit of red.

What does it signify?

            In a clever and humorous way, the ad signifies that Glassex’s glass cleaner works so well, that it basically renders the glass invisible—no streaks, no glares, etc. The woman is not really levitating, but is laying on a glass bed or box. Going deeper than that, the ad signifies that when put to the “test,” Glassex works and gives its users confidence. The magician is in the spotlight and he’s center stage. The audience would have all eyes on him and they would be trying to spot the “trick.” However, they can’t and the implication here is that Glassex is truly magical.

What specifically supports my analysis?

            When you look at the magician’s face, he has a smirk and he’s looking right back at you, almost daring you to find out what his “trick” is. He seems confident. He wears a black suit, and the only color on him is a red boutonnière. Black symbolizes mystery and strength, and red symbolizes strength and power. This supports my analysis that Glassex makes the user confident. The woman is wearing a blue dress and the Glassex bottle is blue. Blue is often used to promote products related to cleanliness; so, the blue theme shows how clean and precise the product is. This supports my idea that the ad shows how well Glassex works.