For Saussure (67), the linguistic sign is constructed through the relationship of two other notions: the signifier and the signified. The arbitrariness of this relationship is what advertisers take advantage of in subliminally showing a different meaning to their advertisements. The same can be seen in the advertisements for Axe’s Excite and Dove’s Go Sleeveless deodorants. Whereas the former’s Even Angels Will Fall ad conforms to the fantasies that men have regarding their masculinity, Dove’s commercial conforms to the supposed liberation of women by going sleeveless. Advertisers subliminally change this meaning by associating a different ...
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