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Essay / Research Paper Abstract
This 7 page paper provides a detailed analysis of a television commercial for Ralph Lauren POLO cologne. Signs and symbols are described and presented in the form of a chart. The rest of the paper analyzes the commercial in terms of the signs and symbols and their meanings. Bibliography lists 10 sources.
Page Count:
7 pages (~225 words per page)
File: RT13_SA238RL.rtf
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Unformatted sample text from the term paper:
dematerialized and deterritorialized space (Mendible, 1999). Indeed, signs and symbols are important in todays world, and much of these come from television, and are particularly apparent in advertising. Advertising allows
human language to flourish, and it infiltrates the worldview with symbols and meanings, and prompts people to associate consumer products and symbols with sentiments, desires, and inclinations (Gustafson, 2001).
In order to explore the concept more thoroughly, a television commercial may be explicated. A thirty second POLO commercial begins with an opening shot of a rather large yacht. It
is apparent that there is no large crew to go along with it. Rather, a young, good looking man is the captain of this sailboat. Soft rock music plays in
the background with the following lyrics: "We talk for hours at a time and I came to my senses. Youre more than a friend. Youre my perfect lover. Im gonna
make you love me. Im gonna dry your tears. And were gonna stay together for a million years." As the commercial opens there are POLO letters imposed on
the screen and the same technique is utilized at the end. The commercial begins, after the depiction of the yacht, with a few shots of a good looking, blue-eyed young
man. There is the glare of the sunlight which is rather obvious. One shot shows this man raising a sail, and another has him posed with a football. After the
shots of the man are finished, there is a woman about the same age--they are apparently both in their early twenties--who jumps up and kisses him. She is wearing white
shorts, and his hand supports her as she jumps up to kiss him. The camera shot next shows them in a reclining position. She is laying partially on top of
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