I.

Mon Jasmin Noir Bvgari Commercial (2011), starring Kristen Dunst. In 2011 she had just
won the award for Best Leading Role at The Cannes International Film Festival ( she
played Justine in Melancholia). Therefore, the referent of the commercial it is not an
ordinary woman, but a successful actress, whose name is itself a brand. In the following,
I will decompose the Bvgari commercial in the 3 levels of semiotics analysis established
by

Roland Barthes: the linguistic message, the denotative iconic level

and the

connotative iconic level.

Linguistic message: We have here the inscription on the oversized perfume bottle where it is
mentioned the product name (also considerated scripting text) and the producing company: Mon
Jasmin Noir by Bvlgari. The code used is French and here we find a little contradiction between the
French name of the perfume and the Italian producing company ).
Denotative iconic level: The general plan of the photo presents 2 animated entities, a blonde young
woman and a lion. She is half-naked, wrapped in pink satin and velvet, wearing many jewelry and
keeping a bottle of perfume in her hands. In the distance we see an oriental location, but we also
notice a fountain, a mountain and the blue sky.
Conotative iconic level: The image seems to refer to an exotic, paradisiac frame of Antiquity; we
seem to face a fearless goddess-maybe Diana- who roam the lands accompanied by her faithful
companion- the lion. In this case, Kristen Dunst adopts the attitude of an self-possessed woman who
can decide for herself, a strogn, sensual woman, able to tame even the lion who is known as king of
beasts. Another interpretation that we could give to the image is that it could be considered a scene
from the Aesop's fable "The Lion in love", so the joining the two protagonists is motivated by
seduction and inspired by

the esopian dictum "Even the wildest can be tamed by love. If its so,

then we can consider it a case of intertextuality.

The semi-nudity of the woman symbolizes the primary state of innocence, the purity. The idea of
divinity is suggested by the angelic image of her blue eyes and blond hair, because the blond hair it is
considered by the dictionairies of simbols a sign of royalty, of the psychic force emanating from the
sun. The Lion is also the symbol of divine power, royalty, grandeur, nobility, triumph, pride, selfesteem and vanity. It is a solar animal.
The jewelry worn by the model refer to a feminin sexual symbolism, they are considered
condensations of cosmic forces and elements, but we should also know that the ornaments belong to
the Bvgari company, which produces not only perfumes but also jewelry ( what we see in the photo is
the collection Bvgari Mediterranean Eden).

The icon of the perfume bottle it is also present in the commercial and works as a rema for the
interpreter. The fragrance is symbolically a way to get in touch with divinity and also an offering to it,
this is why is present in all religious rites and mystical practices. Like beverages, perfumes stimulate
imagination and have aphrodisiac properties. In abyssal psychology fragrances sent to unconscious
impulses listening not to reason, but to senses. The design of the bottle in this ad refers to iteh
perfume name (Mon Jasmin Noir) by its colors: the white bottle reminds of Jasmin and the black
ribbons another way to evoke the noir. There is a strong sexual component in this commercial,
from the half-naked body of the woman to the symbolic elements that inhabit the heavenly world of
the picture.
The chromatic of the imagine is itself full of meaning. Shades of red and pink sent to sensuality,
power, desire, eroticism, passion, the gold and the orange of Kristens Dunst hair suggests luxury,
glory, vanity, the translucent white of the bottle inspire both innocence and freshness and the blue
and green in background reinforce the impression of Mediterranean calm and immateriality that
makes you dream.

II.

The Bergembier commercial is from 2010, when it run on Romanian TV stations during
the winter holiday season.

Linguistic message: besides the characters replies, which are used in order to emphasize how late it
is, but also the drama of the man who didnt buy a present for his wife, at the end of the
advertisment it is mentioned the company name (Bergenbier) and its slogan (Friends know why). It is
suggested a secret alliance known only by the men who drink the Bergenbier beer, but the producers
also insist on the idea of the complicity between men - men understand each other, especially because
they have a thing in common- their passion for beer.

Denotative iconic message: in the first frame of the video we can see four men in an empty bar,
drinking Bergenbier beer. Because it is late, they decide to leave each to his house. One of the four
friends lost the track of time and realize that, although it's Christmas Eve, he forgot to buy a gift for
his wife. He visits several shops, but all are closed and no one wants to open again just for him. But
he has an inspired idea he gives his wife a dog that he found on the street, who has a Christmas

wreath around his neck. At the end of the video we see the image of a glass full of beer, which is
accompanied by the textual message.
Connotative iconic message: The commercial begins with the exploitation of a male stereotype- the
man who has a passion for beer and goes out with the boys even on Christmas Eve. Although it is in a
critical situation he didnt buy a present- hes inventive and find a way out, hence the idea that
Bergenbier inspires you and never let you down. Choosing the "gift" is meant to arouse laughter and
is an innovative, creative solution, that a normal person would not have thought so the advertising
uses the concept of "lateral thinking" introduced by Edward de Bono. In contrast to the man who
socialize with friends, we have the woman, who is a housewife and waits quietly at home on
Christmas Eve. So the man is the active element and woman the passive. The commercian temporality
(The Christmas Eve) advance the myth of gifts, of giving, the myth of Santa Claus- each of us must
be Santa Claus for those he loves. Another myth is the story of the enchanting winter: the snow is
quiet and plentiful, strictly related to the idea of an White Christmas".
The "adoption" of the dog is funny, we have already established that, but why the man chose a dog,
and not, for example, a cat? Well, besides the fact that the dog is a man's best friend, he symbolises
fidelity, attachment, intelligence, resourcefulness, it is considered by the dictionaries of symbols a
civilizing hero, a mediator between two worlds. In this ad we also have a typical romanian stereotype
- the stray dogs that wanders the streets and does not seem very happy in the arms of the man, though
now he has a home.

If we talk about pictorial code, we notice a horizontally oriented framework that creates the
impression of calm and distance. The producers used two types of framing: the medium shot in order
to enhance the expressiveness of the actors, their inner feelings (disappointment, stupor, delight) and
the general shot to illustrate the desperate man who is trying to find a store that is not closed.
However, a question arises: if he dindt find any open shop, wherefrom did he get Christmas wreath
worn by the dog around his neck?
Finally, regarding the chromatic code, in addition to the white of the snow we notice the yellow scarf
worn by the protagonist. Yellow is the sign of royalty, a marker of mental strength that comes from
the divinity and the un, but it is also the color of beer, signifies joy, happiness, betrayal, optimism,
idealism, imagination, hope.

III.

The commercial for Givenchy Gentlemen Only was filmed in March 2013 and has as its
referent the successful actor in the tv series "The Mentalist", Simon Baker. Here appears
very clear the halo effect, meaning that, in the customer's mind, exist the association
between the product and the icon, which in this case coincides with the hollywoodian

referent. This is why, metaphorically speaking, we can say that Simon Baker not is
Givenchy Gentlemen Only, but Givenchy Gentlemen Only is Simon Baker.
Linguistic message: the text is short and resumes the company name and the name of the product
(Givenchy Gentlemen Only), the phrase "The new fragrance for men" emphasizing the idea that we
are dealing with a new product on the market perfumes. At the bottom of the image it is mentioned
the protagonist of the commercial (Simon Baker) and the producer's website.

Iconic denotative level: In an urban framework dominated by a downpour, we see in the left side of
the picture a man dressed in a suit holding an umbrella over the head of a woman wearing office
clothes so the men gets wet and the woman continues to look perfect . However, the focus is on him,
not on her, especially because he smiles and her face cant be seen clearlu. In the right side of the
image, we notice the promoted perfume bottle, which has an elegant and simplistic design.

The image refers to an urban setting, as the image of the modern building in the background suggests;
we have a office atmosphere that reminds of the companies in the Hollywood movies. If we think
that Simon Baker starred in "The Devil Wears Prada", where he played the businessman Christian
Thomspon, then we have here a case of intertextuality. He repeats the same role of the seducer, the
successful man, the elegant, handsome, middle-aged gentleman which became a hollywoodian clich .
The idea of being a "gentleman" is shown both by clothing (black suit, white shirt) and by mannershe keeps the umbrella for the woman, he protects her from the rain.
If the man is individualized (we can clearly see his face) and appears as an essence of masculinity, the
woman remains anonymous, shes an exponent of the female class that should receive attention and
protection from gentlemen. Woman's clothes are elegant and remind of those worn by women in
offices: straight skirt above the knee, silk blouse, heels, envelope clutch; shes the essence of
femininity, evoking the modern woman, the woman of XXI century. Since ancient times, the hair was
not only an asset but also a basic component of feminine beauty, an indicator of the lever of a
womans vital energy and strength, a tool of seduction; that womans hair is not curly, so we can not
speak of an angelic female beauty, but rather an Athenian one, which suggest the warrior goddess
Athena. The woman in the picture lookes at the man, but he looks in the camera lens; she is
impressed by his manners; he, as a total gentleman, finds his behavior very natural.
If we stop on the elements that compose the urban frame, we must say that the rain is a symbol of
purity, fertility, purification, a gift of the gods. We notice, however, that the rain in the advertisement
is an atypical, artificial rain- it seems to rain with light. Umbrella is also an important accessory.

Etymologically, the word "umbrella" comes from the latin "Shadow" , hence the feeling of mystery,
but it is also considered a symbol of political reconciliation and power.

Now, let's talk a little about the pictorial code. The image is divided into two quadrants, vertically: on
the left side of the image we have the human reviewers and on the right side it is placed the perfume
bottle and the linguistic message. The general shot is used in order to present the "characters" and
locate the sequence. The lateral lighting highlights the contrast between light and shadows hence the
mystery. As camera angle we have low-angle shot, which is used to create the feeling of glorification,
the greatness of the protagonists . In the commercial we remark the horizontal line that create a state
of tranquility, of infinity, contrasting with the dynamism of rain

The chromatic code focuses on four colors: black, red, white and gray. Black is the colour of
seriousness, mystery, sin, darkness, but in the hollywoodian acception it became the colour of luxury;
also, black increases the brightness of the other colors. The red is recognized as the colour of
sensuality, force, blood, heart, ardor, eroticism, desire, sin. White is a non-color and evokes the idea
of dignity, kingship, erudition and gray is the color of ashes, symbolizes pain, resurrection, security,
modesty, conservatism.

IV.

The commercial for Zizin "Give peace in the family" was done by Lowe & Partners
agency for the period April to June 2014.

The linguistic message consists of the company name (Zizin), accompanied by the slogan "Give
peace in the family". The text in the left side of the image- " balanced mineral water with neutral
PH" emphasizes the idea of peace- the neutral balanced water will bring peace in the family. We
also have the anchoring of the advertisment in online medium, so we see that the company is open
to Social Media.

Iconic denotative level: The image capture an interior of a living room; we notice a couple embraced
on the sofa: a man and a woman, but men is gazelle-headed and the woman is lion-headed.

Connotative iconic Level: The idea of the commercial is based on Kafka's Metamorphosis

it is

motivated by the intervention of rhetorical framework. Thus, on the one hand we have the paradox
(human head, animal body), and on the other hand the irony that produces humor, because we assist at
a reversal of stereotypes: if in the traditional mentality men is the conqueror man and woman the
prey , in the advertisement of Zizin roles are reversed. The woman becomes the lion, an animal

known as a symbol of power and royalty, vanity, ambition and pride and man becomes a gazelle,
animal characterized by speed, shyness, agility and caution, but especially by the fact that its the
lion's prey. The commercial manages to balance prey-predator relationship; the fact that the two are
embraced is due to neutral mineral water which everyone loves. This ad is an example of lateral
thinking, concept theorized by Eduard de Bono. Another stereotype that we discover in this imagethe impulsive woman overpowers the man, while the man is shy, submissive.

In terms of pictorial code, we face an involuntary process of attracting atention- the spatial position,
the viewer "reads" the image z-shaped. Horizontal lines are preponderent, their length gives a feeling
of continuity, monotony, balance. It is used the environmental plan to highlight both the environment
and protagonists "strangeness" protagonists; also, we notice here the low-angle shot, used in order to
give the impression of grandeur.

The chromatic code requires the presence of several colors: cream, white, gray, blue. The cream is a
neutral shade, induce the idea of calm and balance, which is also promoted by the textual message.
Blue is a cool color, soothing, balanced and restful. Blue symbolizes peace, tranquility, cold, calm,
stability, harmony, unity, trust, truth, confidence, conservatism, security, cleanliness, order, loyalty,
sky, water, technology, depression. White symbolizes peace, innocence, sobriety and gray is a stylish
color, means stability, neutrality and dignity.

V.

The commercial for Napolact yoghurt "Taste from the past" was made by Friesland
Campina Romania in 2008.

Linguistic message: first of all, we notice the emphasis on emotional function; the phrase Taste from
the past is based on an antithesis (now-then), the producers want to excite the viewer, to seduce
him by appealing to its emotional memory. The referential function is also present, because the
incredients of the promoted products are clearly specified: yoghurts with traditional jams ( green nuts,
rose, strawberries, bitter cherries). Those yoghurts with jams remind of grandmothers goodies. Every
person wants to return in the past even for a while, so Napolact offers products which can help
everyone re-live the warm and old tastes of an idylic childhood.

Iconic denotative level: an interior of a living room; a woman is sitting at the table and eating
Napolact yoghurt while looking at old pictures. Over her face it is glued a black and white picture
representing a little girl who is also eating yoghurt, thus we see clear the link between past and present
stipulated by the linguistic message. At the bottom of advertising we see the Napolact promoted
products.
Iconic connotative level: We are dealing with a case of hypermediation, since the image is a collage
(photo overlaid on photo). It is also present the stereotype of origins because the advertised product is
exclusively Romanian; the black and white picture remind of the communist past of our country.
Antithesis emphasizes even more the opposition between

past ( emotion, childhood) and now

(modern woman who remembers past through tast- the presence of intertextuality we have here a
proustian idea- anamnesis motivated by taste).
Speaking of pictural code, we notice the use of medium shot. Here, an important role have the clothes
and the head or hand gestures. However, the use of medium shot is designed to propagate a feeling of
relaxation, tranquility, calm. Her clothes are also markers of present-past relationship: the shirt is
modern, while the wool sweter remind of grandma gifts.
Speaking of

socio-cultural code, the producers promote traditional elements: the ficus and the

curtains, which remind of the warm atmosphere in the grandmother's house, but in the picture is also
a modern element- the radiator. In the chromatic code, the dominant colors are brown, beige and
purple. Brown is the color that suggests sincerity, strength, maturity, that defeats extravagance. Brown
is safe and enhances our ability to adapt to external stimulus, inducing a feeling of contentment and
helps us to create a neutral atmosphere, comfortable and welcoming. The purple is a healing color,
suggets balance, heals the lack of confidence, induces empathy and the ability to understand the
others, diminishes selfish tendencies and brings spiritual wisdom. Its creamy warm or cold shades
induce a state of relaxation, but also boredom.

VI.

The commercial for Zuzu milk "Morning kitty" was produced and broadcast in 2010,
when there was a revival of brand- they have changed the package.

Linguistic message: at the end of the commercial it is mentioned the producing company name and
the slogan "Wakes you up in the morning." The word "wake up has in this case has meanings: 1. To
wake up from sleep, lethargy, dreaminess; 2. Becoming smarter; gaining more intelligence. As an

element of language it is present the slang in the form of the word morning. The word "kitty" is
polysemantic: 1. Cat; 2. Girl or woman a man wants to hang out with.
Iconic denotative level: A couple take breakfast in kitchen. The man poures milk into glasses and
greets his sleepy girlfriend with the phrase "Morning kitty". She replies and then she realises that he
addressed to her with the nickname "kitty". In front of a suspicious partner, the man found quickly
the solution: he claims welcomed the cat and only now he greets his partner with the phrase "Good
morning to you too, baby," which amuse her. At the end of the commercial it appears the promovated
product the milk, together with the text and a happy instrumental song.
The visual identity of the product brings more freshness, color and creativity. The fridge in the
kitchen, but also the milk package are covered with a multitude of colored petals and leaves, which
emphasizes the natural origin and the freshness of the product; Zuzu is "an exuberance of nature",
colorful, cheerful, refreshing. The producers promote the idea that milk brings you down to earth (for
women) and inspire you, help you get out of difficult situations (for men). We notice the presence of a
gender stereotype the suspicious, praranoid woman who sees in her mans reply a potential
infidelity. However, we have a balance between man and woman, she tries to put him into difficulty,
he finds a funny solution to get out of the mess . This advertising is an example of lateral thinking,
using the idea of creativity and polysemantic words.
The cat is a nocturnal animal that is associated with the feminine principle, instinctive life, sensuality,
magnetic phenomena, mysteries, hearth fire-it reinforces the idea of family. The cat may symbolize
darkness, demons, quickness and independence, freedom, desire, intuition and subconscious.
However, the cat is a universal healer- it is said that the cat can absorb the negative energies, this is
why her role in the commercial is to relax the atmosphere.
Pictural code: the video starts with a full shot, which is used in order to the viewer can see the
environment in which the action takes place (the kitchen) but at the same time, the viewer can also
follow simultaneously the two actors . The following frameworks abound in close-up shots. The
person in the close-up gives the impression of closeness to the viewer, as if it were an everyday
interlocutor. The ambiance hasminimal importance, what it is important is to emphasize the actors
emotions and feelings: suspicion, irony, amusament when it comes to her, panic, inspiration, male
superiority / pride when it comes to him. Light is natural, it sweetens the stage and the texture and
gives to colors

a natural homogeneity, therefore chromatic contrasts are more visible and the

materials more uniform.

Socio-cultural code: the action takes place in a modern, contemporary kitchen; the refrigerator model
reproduces the model of the milk package; the breakfast is frugal, composed of milk and croissants-

here comes the myth of the French breakfast. Their clothes are casual and comfortable, suitable for
night sleep.

As for chromatic code, we notice the preference for warm colors- pink, red, orange, but they also used
balanced tones of white and blue. Pink is the color of love, considered the most emotional color.
However, pink is the color of unconditional love and sexuality. It improves relationships with others,
conserves self energy and inspires forgiveness and tolerance. Red is a strong color and suggests the
force of life. Red has a general stimulating effect, incite to action, is a specific color for active
personalities.

We also notice the symbolism of the colors of the clothes worn by the protagonists : Orange (his
jersey) is the symbol of energy, optimism, sociability, mirth, desires and balance. It is an excellent
sexual stimulant, is euphoric, restores love life, awakens creativity. Instead, the blue (her shirt) is the
symbolic color of infinity, heaven, perfection, absolute, spiritual world, the ideal, platonic love. It is
the color of happiness, dreams and aspirations. Cold and inaccessible, blue is the color of remoteness
from the real world and life. In terms of its tender is a feminine color. Blue also contributes to better
verbal communication and enhances psychic abilities (telepathy, clairvoyance, etc.).

Nicoleta Pandelea, Journalism, second year