1. Identify and briefly explain the use of icons, indexes and symbols in this text. (6)
Icons: the images of the players are the key iconic signifiers used in the advert, as is the surface of the world, on which they are standing. Their role is to reinforce the football club being promoted, since they are (were) the most famous players there. The paradigmatic choices of light and shadow reinforce the idea that they are standing on the world – rather than a football pitch. The interpretation might be that Arsenal’s success knows no boundaries, as well as perhaps suggesting that their fanbase – like their team – comes from all over the globe. Indexes: the body language of the players can be seen as an indexical signifier. The hands on hips act as evidence of confidence and power. It reinforces the sense that the players & the club dominate the world – and suggests success as well as power. Symbols: the club’s badge, positioned bottom left of the advert, is a symbolic signifier. This is also featured on the football shirts and shorts that the players wear. The badge reinforces the identity of the club and creates a shared meaning amongst fans. The use of the gun on the badge is clearly a symbolic as well as an iconic signifier, hinting at the origins of the club. The colour red is also a symbolic signifier in this context – part of the code created to create the syntagm of ‘Arsenal’. The red used in the players’ kit is also used for the copy ‘Arsenal’ at the bottom right of the advert and has connotations of power and excitement.
2. Comment on the use of anchorage within this text. (6)
Anchorage is used to help fix the meaning of the text. Without the words used in the advert, it would be a picture of some Arsenal players standing on the Earth’s surface. The purpose of the text would not be clear. The words ‘Join us now…’ limit the range of interpretation as it becomes clear this text is encouraging people to become members of the club and informing them of the benefits of doing so - ‘and get the entire 2009/10 season for free.’ The inclusion of ‘now’ creates a sense of urgency and suggests this may be a limited offer. The slogan, positioned at the bottom of the text, ‘Wherever. Forever. Arsenal.’ consists of three one word phrases. The function is not to inform so much as to inspire a sense of excitement and magnitude about what ‘Arsenal’ means. The first two words (perhaps seen to define the final word – Arsenal) suggest there are no boundaries to being an Arsenal fan, geographical or those of time.
3. How are Arsenal being represented within the text? (8)
Arsenal are representing themselves as a global, successful and exciting football club in this advert, a club that any fan should want to be a part of. The paradigmatic choice of the light shining on the players from behind creates the idea that they are lighting up the world or leading the way, both in terms of the football played and in terms of their influence. Their domination of the world – suggested by their position on top of it – is sold to us as something that we must want to be a part of. It is timeless (‘Forever’) and all conquering (‘Wherever’). The advert is an invitation to be a part of this crusade (‘Join us..’) Some might argue that it is quite a masculine world being represented (Arsenal does have a Ladies team too). Not only are the male players chosen, but they are positioned in an authoritative and commanding way – legs apart, hands on hips, eyes confidently meeting the camera. The mode of address is direct and unassailable.
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