Photograph or Production still

The task for this week is we need to explain or examine one photograph that I chosed.The photograph that I have choosen for this week task is a advertisement photograph for Adidas shoes.From the photograph,we need to describe how the photograph influence people .

 The communicators

 Definitions-Those who describe themselves as communicators in a professional sense include some academics, journalists, politicians, TV presenters, and people in development work with a communication officer title. In implementing the strategy outlined above, the water and sanitation sector may have need of all or any of these experts, especially as the current information and communication epoch has accelerated the drive to use the media more purposefully and systematically for development.In this advertisement the communicators is some academics or people in development in Adidas company that wants to promote their product through photograph or still picture.

What product or service is being advertised?

From the picture I have chosen the product that is being advertised in the picture above is shoes.You can see the person in the picture above is an athlete.From my point of view this advertisement shows that the athlete is jumping high and it makes her looks very light.The shoes is one of the reason why it looks easy for her to jump high.All of the characteristics on light weight is being projected through the picture above.

What are the demographic and psycho graphic characteristics of the audience at which the advertisement is aimed?

The demographic that the communicators and the psycho graphic characteristics of the audience at which the advertisement is aimed are the people who are active in sports.As you can see 40% people nowadays  are active in sports.The target audience are usually  15- 27 years old.This is because people around  28-50 are usually lazy to exercise based on the statistics that I have research in google.

Which needs and gratifications are addressed in the advertisement?

As you can see the woman is jumping and the posture of the body clearly shows that this is a sports advertistment.The shoes that the woman wearing is the main idea of this advertisement or the main thing that the communicator wants to sell to people.  I think this advertisement has succesfully delivered the message that they want to send.

Do the Non-verbal cues in the picture contribute to the non – verbal message?

In my point of view the Non-verbal cues in the picture definitely contribute to the non verbal message.This is because all of the chracteristics that is needed for advertise a sport shoes is clearly there without putting any words or description.

Semiotic system in design/advertising/multimedia have effect on human behavior.

The term 'connotation' is used to refer to the socio-cultural and 'personal' associations (ideological, emotional etc.) of the sign. These are typically related to the interpreter's class, age, gender, ethnicity and so on. Signs are more 'polysemic' - more open to interpretation - in their connotations than their denotations. Denotation is sometimes regarded as a digital code and connotation as an analogue code (Wilden 1987, 224).

Connotation and denotation is involve the using of codes. Semiotic came up when the denotative relationship between a signifier and its signified is inadequate to serve the needs of the community. Connotation didn't represent originally of meaning, it is a context dependent.


Denotation is the specific, literal image, idea, concept, or object that a sign refers to. "In the case of linguistic signs, the denotative meaning is what the dictionary attempts to provide. For the art historian Erwin Panofsky, the denotation of a representational visual image is what all viewers from any culture and at any time would recognize the image as depicting (Panofsky 1970a, 51-3). Even such a definition raises issues - all viewers? One suspects that this excludes very young children and those regarded as insane, for instance.


Design give connotation or meaning in every design. It gives good or bad effect in people daily life.It depends on how people take or understand the meaning of the advertising, design or else. Because in every design, advertising, there is semiotic system in it. There is a meaning inside it.