We're Being Lied Too!

Okay, we're not technically being lied too but, according to the laws and theories of semiotics, a very small amount of people actually read magazines or posters without being taken in by their sleazy and, often corporate, linguistic hypnosis.

1. GQ's December 2008 'Leonardo DiCaprio: Men of the Year' Edition.

GQ Magazine.

First of all, we all know that GQ magazine are inclined to put the name of their magazine in the biggest font on the front cover but, here, through coded-iconic message, they've made the name 'Leonardo DiCaprio' stand out more by covering half of their logo with his admittedly attractive face.

The uncoded-iconic message comes through the list of celebrities on the left hand side however their is a code to this too. The names in the more eye-catching colour of red (Jon Hamm, Michael Phelps, Aaron Eckhart, James Franco, Rafael Nadal and Jason Statham) are undeniably more desirable in terms of aesthetics and life style than the names in either black or grey are (Barack Obama, Ted Kennedy, Gordon Ramsey and John Malkovich). Yes, I am also quite taken-a-back as to why they didn't swap General Petraeus with either Sean Penn or Megan Fox put the point remains valid.

Lastly comes the magazines linguistic messages, some coded, some clear as day. 'Men of the year' being the most obvious; it is big and the second thing you read after the cover-stars name and it is the sort of think that would provoke any gentlemen into reading the magazine. Another very effective linguistic message is the 'Get the most bang for your buck' as it addresses the issue of money however avoids the direct thought of spending it through it's use of colloquial language.

Will Haddadi

2. "Polar Bear Campaign" by Lowe Roche Toronto 2009

Toronto Zoo.

The advertisement was used in 2009 to announce and celebrate the return of the Polar Bears to the Toronto Zoo.

Coded iconic message The Polar Bear is made up of objects which are all identifiable as symbols of Toronto.

Non-coded iconic message The shape made of symbols is that of a Polar Bear, which is what the ad is for, announcing the return of the polar bears.

Non-coded iconic message Identifiable as the logo for the Toronto Zoo.

Linguistic Messages 1) The actual words “Toronto Zoo” 2) ”Same Planet. Different World” indicate that the Polar bears are back in the zoo as before, but the exhibit has been changed. 3) Could also allude to the changing environment that Polar Bears come from and the effect climate change is having on that part of the planet.

Coded iconic message The use of blue and white are indicative of the colours of the habitat that Polar Bears would naturally live in. The is meant to illustrate the zoo’s attention to detail in trying to mimic the animal’s natural environment.

Kimberly Hardman-Baker

3. Vogue Australia - October 2012 - 'Lana Del Rey Girls Club'

Vogue Magazine.

Lana Del Ray is a fashion icon as well as a popular singer. The photograph is lit from the back which makes her look like a spiritual being. This is similar to how her audience perceive her as their idol and a person they aspire to be.

There are four subtitles to the left of the cover which outline the magazine’s main topic for that specific issue. These include the cover girl (Lana Del Ray) and fashion and beauty advice. As it is the spring edition, Lana Del Ray wears a vest top which has a lot of floral jewels around the neckline. This immediately catches the viewer’s attention because it is a large statement piece. Her top is a pastel purple and her make up is kept to a minimum to reflect her audience. She also wears a small amount of jewellery - pearl earrings and an oversized ring. She looks directly into the camera, to the person that will pick up the magazine which makes it seem more personal.

Spectators look at the image of Lana Del Ray first because it covers most of the front cover. It is also in the centre which means the spectator’s eye is drawn to it before anything else. Both Vogue magazine and Lana Del Ray are directed to a largely young, female audience demographic, this is also implied with the use of the subtitle “Girls’ club”.

Crucial information about what the magazine is about “Fashion and Music” is written in a larger font than the subtitles which links itself with the title of the magazine. Both of these and “Super spring style” are written in all capitals which makes them stand out from the rest of the text and suggest they are the most important linguistic messages.

Kazia Terry

4. Time - 10th March 2008 - 'With Bush in Africa'

Time Magazine.

The title of the magazine is a linguistic message, simply stating the name of the magazine. It also is far bolder and larger than the other writing.

There is a running theme of red throughout the front cover which is both striking which grabs attention, but also has connotations of the colours of the American flag and is fitting as Bush was a Republican.

Simple and captivating titles of the articles inside the magazine.

The main feature of this article is left by itself in the closer towards the centre of the article. Once the reader has read the main title they are then lead onto actually find out about the ambiguous heading.

The semiotic connotations of this image portray Bush as an idol figure through him being the centre of this image with others around him looking very pleased to see him in their country, further emphasising the coded iconic message of America/Bush being a savour to their country.

Time magazine has incorporated a coded iconic message through this photo. I believe this photo was deliberately used because it shows Bush a strong pose which could be mistaken for a cape, which gives a depiction of Bush as some sort of ‘superman’, which is fitting for the title of the magazine.

Tom Hopkins

5. Entertainment Weekly - 9th January 2009 - 'Johnny Depp'

Entertainment Weekly.

What the poster is saying/non-coded message:

1. Magazine name, image.

Underlying message/coded message:

1. No questions, just a statement that those movies are the seminal ones for that year.

2. Use of red and bold font in the title and words ‘must see movies’ also visually ties them

together.

3. Use of celebrity names to capture attention/add prestige, particularly Jonny Depp.

‘Elusive’ ‘Explosive’ and ‘Legendary’ in all hyperbolic words which add dramatic effect, again grabbing attention.

Daisy Bol