Thursday, September 17, 2009

Two Commercials

So, all the talk about semiotics got me thinking about this commercial for the Schick Quattro TrimStyle. The Schick Quattro TrimStyle is basically a razor for your lady parts but clearly the advertising department over at Schick didn't feel comfortable saying so outright, so they came up with the clever imagery of bushes so the viewer knows exactly what the product is for without any words. According to Barthes' model of semiotics, the signifier is the literal bush while the signified is... well, you know, and together they create the sign that lets women know what the product is for. I think that this also ties into the idea that signs are dependent on cultural context because in other parts of the world, there might be different euphemisms and imagery associated with female anatomy. I also think that Americans are very afraid of talking openly about that subject (I am even uncomfortable writing about it in this post), which is why we have silly commercials like these.
I have also included a UK commercial for the same product that is a bit more descriptive because I think it relates to Pierce's ideas of language and thought. Remember that according to Pierce's semiotics model language + thought = sign interpretation. In this commercial, phrases such as "mow the lawn" and talk about "bushes" and "gardens" are used to convey the same message as in the first commercial and still relies on the viewers' knowledge of what such language is code for/the thought behind each word and phrase.
Anyway, here are the commercials. The second one is not shown in the US. I did some internet research but couldn't figure out if it is banned or if it just isn't shown.

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