#6 Myth

In advertisement, language and visual sign are not merely used to denote something but also trigger various connotations attached to the sign. These range of connotations, often called the connotative chain, connected with one sign create the Myth. (Lišková, 2012) In general, advertisements make use of myth, trying to attach mythic significations to products or services by taking up already meaningful signs. (Pull, 2014) This is how advertisements communicates the message that it is trying to portray to its viewers.

I will analyze an advertisement with basic principles including denotation, connotation and myth.

http://www.advertolog.com/shangri-la/print-outdoor/chili-2979105/

Credits & Description:
Creators
Copywriter: MAY WONG
Art Director: Maggie Leung
Account Supervisor: Agnes Chung
Advertiser Supervisor: Brendan Inns
Creative Director: RAYMOND CHAU
Photographer: TIM LAU
Typographer: Maggie Leung
Illustrator: Kamay Wong
Advertising Agency:
Creative Team:
Other:
The Print Ad titled CHILI was done by TBWA\Hong Kong advertising agency for product: Shang Palace Restaurant (brand: Shangri-la) in Hong Kong SAR China. It was released in the Feb 2001.

Denotative meaning:

- It's a restaurant's advertisement

- From the text that use in the advertisement, we know that the restaurant serves Sichuan dishes

- There are many chilis that form a burning firecracker

Connotative meaning:

- Hot spicy dishes that the restaurant serves can burn your tongue and explode your mouth as a firecracker

Myth:

- The dishes of Sichuan Cuisine are famous for their hot and spicy flavor.

- This advertisement emphasize that the restaurant serves the best and native Sichuan dishes which is hot and spicy flavor can burn your tongue and explode your mouth. 

I personally think that this advertisement is made for tourists as I know local people are really used to/good in eating hot and spicy food so this advertisement will not affect them at all. In contrast, tourists who want to try native Sichuan dishes will get influenced when they saw this advertisement.

Reference:
Lišková, D. (2012). 'The Visual and Lexical Components of Advertising' [Online] Available at: digilib.k.utb.cz/bitstream/handle/10563/19743/lišková_2012_bp.pdf? [Accessed: 12nd of June 2015]


Pull, M. (2014). 'Myth in Adverts' [Online] Available at: http://maaikepull.blogspot.com/2014/01/myth-in-adverts.html [Accessed: 14th of June 2015]