For this semiotic studies assignment 1 we have to choose an image to analyze, to comment and to understand what embedded behind the image and what message the image would like to deliver. For this assignment our group choose an image portraying the Nike motto "Just Do It" which is by its own word portrayed a lot of different meaning based on what you are thinking. The image show a boy with his dog simply peeing at the wall besides the logo which make sense to us that the boy influenced by the logo simply do what he want where he want. Relating to this concept, the readings of Arnheim, Barthes and McCloud and their discussion on semiotic, Arnheim says " the terms sign, symbol and picture do not stand for kinds of images, but rather, describe the function fulfilled by the images.
Based on the picture given, the audience that intended to the text is the audience that used Nike as their main product or on the other hand, people who hated Nike. Perhaps we can said or assumed that the users is a sportsman. We can see the Nike's symbol and the text that is ' Just Do It'. The text means that just do whatever you believe or just make something until it finished but in the term of Nike, the text mean just wear the Nike products. The symbol of the Nike also is like a true sign, so it is correspond with it text. The text intend message for people to do something without think what people want to say or critics. From the semiotics sign principle, symbol is 'All words, sentences, books and other conventional signs are symbols'. It means that Nike's icons give users feels some feeling that tell them they wear the right products. The icons and the text give many impression for people, this is show how semiotics works.
Codes are maps of meaning, systems of ideas that people use to interpret their own and others' behavior. For example, might be a particular ideas about how the kid doing in the picture. It is about doing that. The dog seeing him doing that and the title “Just Do It” is meant for the advertisement on what impossible thing we do, we just do it. For sure it delivered message to audience. The advertisement means to make people do it even have proper condition or bad condition. The important background information to read this text is the text “Just Do It” combined with the kid what he doing without feel ashamed about his doing. When the audience looks at the advertisement, audience will expect the advertisement is bad but when looking the text maybe it will be acceptable.
The function of the text to show that the reality the positive thinking by stating that nobody can stop you by the word “JUST DO IT”, the word can be hold in various meaning depending on how the people interpret it, in this case, “JUST DO IT” hold the very deep meaning of self-confident on their be doing, it feel like it stating that all is right but it can be not, the text is to show positive thinking not to judge what right and what wrong. The text reflect more than departing from the dominant cultural values, it directly shows that what are the meaning behind the text displayed by giving a statement what is are being advertised.
An alternate reading is any reading that differs from the mainly or commonly accepted interpretation. The alternate reading of this picture is when people think of this picture out of the box. It is means that people have kind of thoughts about this picture. As an example, a student in a school have a differ thought of something in their syllabus which can make people see something from a different side of perspective. It also gives them some ideas which can expand their mind and always make the student to think outside of the box.
As for the picture we choose, it can be differ and can be read extensively outside from the intended audience. For us this picture send a big meaning that we actually can do anything by ourselves and achieves something but for who those does not think out of the box, for they send them a message that people can pee anywhere and anytime they want.
Based on this advertisement, by Nike , with the tag-line “Just Do It” and also the with a swoosh symbols can be interpreted many meaning. Every signs have donatives and connotative meanings and are used as codes. The donatives for this tag-line “Just Do It” can be do not think, do not talk about it, do not regret it, just win it and many else. The victorious is the right mean for connotative. It is because by “just do it” can have a chance of winning than losing. This text usually heard by athletes because their career is sport so to living on the game must win. So by winning it they will get bonus. That make this text so influenced. This text can be so meaningful. It is because just by a little word can change over something. For example, football games. Team A is losing, their mentality is so down but if their coach say ‘just do it’ maybe the games can turn over. This quote can inspired the player. For this picture, that boy can pee everywhere he want. Only thing left just do it and think later.
The influence of this text on reality or humanity can be positive or negative. It becomes positive when people look at it as something good. Which means every person in this world have their own freedom to do what they want and anywhere they want. As in the picture, it may show that the logo “Just Do It” is saying that you can do it without any hesitation. While the “right” symbol are saying that you are doing the right thing which was peeing anywhere you want. But, it become negative when younger people like kids who are still learning the right way of being a sane human see this text. They might misunderstand the concept and they may think that they can also pee anywhere they like which are very rude. This text related to my own values in its own ways. I can see the connotative and denotative in the text “Just Do It” and the symbol “right (correct)”. The signs are related to the kid who are peeing next to the sign because the sign says that boy can just do it. So the boy just pee right there, thinking that his action was right. If we look it using values, the action of the boy is not good for public because it has its own negative and positive meanings
The tagline "Just Do It" although simple but it stand for much larger meaning which is don't think, don't ask, don't talk about it, don't regret it, just do it. Nike who are always portrayed athlete or celebrity for their advertisement or their icon try to embedded a message through their advertisement and campaign. An athlete are always seen as having supreme power and mentality at the top of their game. They seem to have the desire to be free, independent and trying to overcome all obstacles coming and one can see this as motivation for them to be an athlete or to become a greater athletes.
Nike had been doing a good job in playing with their signs that show us that signs are really important to us in daily life. The embedded message hid behind their signs is becoming a motto or the way of life for the new generation thus inspire them to be good, to be better.
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