Assignment #6

For this assignment, I chose the photo below for an analysis.

Background of photo

Category: Sports

Name: Oliver Kahn

Who: Legendary German Goalkeeper

Where: Munich, across four-lane airport highway

For: Advertising for Adidas for Germany World Cup 2006

At first look,
I felt that it was virtually unique, is one of a kind and somehow, signifies a strong meaning behind it.

Signifier: Giant-sized Oliver Kahn
Signifier: Scenery of Munich airport
Signified: Oliver Kahn welcoming visitors to Germany for World Cup

Modality

• Photo claims that Oliver Kahn is well-known by everyone is the world
• nMaking him look like a German ambassador
• Might only appear realistic to soccer lovers, especially Germany fans.

SYNTAGMATIC STRUCTURE

• nNarrative Structure
• nSignifiers complement each other
• nHowever, more attention towards Oliver Kahn
• nPlacement of Oliver Kahn at the center influences meaning and directs viewers’ gaze to it

Social Semiotics

• nRepresents soccer enthusiasts realities and excludes concern for the general public – form of visual pollution

  nIntended for visitors to the country
• Emphasizes on the strength of Germany’s soccer team as Oliver Kahn appears to be an overwhelming power above all – placed above everyone
• nMight be mistaken as a form of commemoration for Oliver Kahn because of its prominent location and grandeur of the figure
• If the figure were to be replaced by other commodities or popular names, it would have taken up a totally different meaning

Self-Assessment: 7/10