A single frame syntagmatic image for a Natrel Plus advert

I have been presented with a single frame syntagmatic image for a Natrel Plus advert. It has been encoded so it can represent a preferred meaning and so is possible to decode and fragment it into several meanings. These consist of denotation, connotation, arbitrary and the paradigmatic choices contained within the ad. I will also be looking at anchorage, saying how the text makes the image what it is and the iconic, symbolic and indexical signs shown in the image.
The preferred meaning of this advert is that Natrel Plus deodorant lasts at high temperatures. The letter also gives the meaning out very clear as it is from his sister whose informing him of this new deodorant. She is basically saying if he wears the deodorant and flies to close to the sun it will keep him cool and he will therefore not die. The denotative aspects of the image are a yellow ball representing the sun on a red background. Yellow streaks cross the red sky showing breaks in the sky where the suns rays have broke through. An ocean is present and it is also a red colour like the sky but also contains shades of black. Large rocks protrude from the water as black silhouettes against the vast redness. Like the sky, a golden glow is visible as the image ends.
A piece of parchment covers the bottom of the syntagmatic image. In the bottom left corner the anti-perspirant deodorant spray is visible. It is in a white can with the name ‘Natrel Plus’ displayed across it. There is also a letter saying: Dear Icarus, Natrel Plus has a new natural ingredient that’s temperature sensitive – releasing fresh protection every time your body heats up. Be Cool xx Sis The letter is burnt around the edges and in places is a brown colour. This gives the letter an old look, and the strip of leather and stamp seal that begins at that top of the letter and falls round the back and curls round to the right at the bottom.

There is a man on the image in what appears to be a diving or falling position, either way he is falling towards the ocean. He has a normal arm and a skeleton arm outstretched and feathers are going upwards as he falls downwards. The connotative elements in this advert are the position of the sun reflects what time of day the shot has taken place. As it is so close to the ocean we can say it is either dusk or dawn. The feathers appear to be burnt or possibly on fire which would explain why the man has a skeletal arm. He is positioned close to the sun and appears to have been trying to fly which leads us to the myth of Icarus, the name on the parchment being a big clue. In this myth Icarus made wings out of feathers and wax and tried to fly, he then flew to close to the sun where the wax melted and he fell to his death in the ocean.
The colours used in this ad give you the feeling that you are in hell as red and yellow are associated with heat and the devil. The entire image appears to be on fire especially as the parchment has been singed. It could be said that Icarus was trying to be a part of heaven as we can associate the feathers with angels. Icarus falling may be telling us that he’s been rejected from heaven and falling to the depths of hell.
The setting of this advertisement gives off a prehistoric feel. The intense warmth of the day suggests that it is not natural for today’s era, but to that of a prominent state. Yet the formation of the words used on the letter are modern words used in today’s language. For instance, ‘Be cool’ and ‘Sis’ shows she is a knowledgeable, hip, modern day woman, unlike her brother who thinks he can fly using feathers and wax. The advertisement is portraying to us that women are more powerful than men as she is basically telling her brother, Icarus, to use this deodorant which also suggests it is not necessarily for women but for men also.
There are many iconic, indexical and symbolic signs contained within this image. The great expanse of red that covers the image can symbolize danger to the decoder. It can be seen that Icarus is in danger and that his fall is going to be disastrous. It can also be said that the red can signify the heat of the day, and the yellow shown adds to this heat affect. The red can also symbolize passion for the product that is trying to be sold. The sister, from what is written, could have a passion for the product as she is telling Icarus about the product and telling him to use it.
The singed edges of the parchment is a causal link (indexical sign) to fire, as we can see that it has a burnt look about it especially as it’s a murky brown. The feathers are an indexical sign to birds, which gives us the image that Icarus definitely was attempting to fly. The only anchorage used in this advertisement is written in the form of a letter. It is being straightforward with you telling you directly what the product does rather than putting a caption with a meaning behind it where you have to decode it.
The paradigmatic choices within the image are the chosen time of day. Though it cannot be determined whether it is dusk or dawn it is known that it is either one of these. Other choices that are made in this text are the chosen era. We can tell by the intense heat that is given off from the image and the way there are rocks protruding from the ocean that it is not of our time. It has a more prehistoric feel, which would fit in with the myth of Icarus. The myth is another choice made in this advert. They have used the image of Icarus falling to portray that if he used the deodorant then his flying attempt would not have ended the way it did.