- Black and white colour selection connotes a serious atmosphere, and suggests a more serious audience
- The Buioni logo is written in a cursive font, and resembles calligraphy and/or handwriting. This connotes that Buioni is a luxurious brand
- The lighting is soft and low key, which has connotations of elegance and formality
- The lexis of the word Buioni is fancy and luxurious, at least partly due to it's Italian nature. Italy has connotations of wealth, luxury, beauty, fashion
- The model is standing in a dynamic pose which suggests action and movement. The connotation is that the model is wealthy AND HAS a high powered job
- The MES of the model’s open collar has connotations of informality
- The advert is highly polysemic, and connotes many meanings
- The selection of a model in his late 30s appeals to a specific audience of men in their late 30s and beyond
- The MES of the model’s suit has connotations of an upper class lifestyle and respectability
- The selection of font and the logo of the brand is presented in cursive, with the elegant, joined up handwritten style front demonstrating formality and professionalism
- The fine print/small print uses the lexis “tailoring legends since 1945”. This signifies that the brand is established and therefore has been around for a long time. This further signifies the experience and quality of the brand
- The word ‘tailoring’ has connotations of professionalism . This suggests a wealthy and affluent target audience
- The model is well built with a rugged and well defined facial features. The connotation here is that if the audience buys the suit, they too will be rugged and good looking
- Background/setting is white, which creates a stark contrast with the black of the model’s suit, which connotes that those who wear the suit will stand out
- The MES of the model's unbuttoned shirt has connotations of sexual attractiveness, and has connotations of flirtatiousness and an outgoing personality
- The model is not wearing a tie, which has connotations of being laid back and even unprofessional
Polysemic - the image is highly polysemic and may mean different things to different people
Lexis - the choice of language
Thanks U and R blocks for this great, lesson one analysis!