For my semiotics mission, I chose to do a BMW advertisement. In this ad, we see a white child model, with blonde hair, blue eyes and wearing a red shirt. The model is driving a BMW vehicle and he looks very happy and intrigued by where he is. The car has a beige interior and appears to be in nature as the background is full of trees. We also see the BMW logo which is in a white frame at the top right of the page and we also see the words "Joy is Impatient" written in large, bold black letters on a white background. These are all explicit meanings of the ad, as we can see. If we look at the implicit meaning of explicit objects, we see what BMW is trying to convey with its advertising. One of the signifiers is the red shirt the model is wearing. The signified red is the color of energy which can be interpreted as only BMW cars will make you feel young and energetic and make you feel like a child again. Red also represents power, which implies that only BMWs will make you feel powerful not only on the street but also in your personal life, because if you own a BMW you have a higher status than others . Another implied meaning is that the model is a boy. This suggests that boys are often impatient and often throw tantrums or overreact to things they can't have. This also suggests that it is boys who like cars and girls who like dolls and suggests that if boys show impatient emotions they will not be judged by society as they are expected to be too excited about things while the girls are seen. like kids if they show the same emotion because they are supposed to be patient and calm people. The model is happy, which means if you want your family to be happy, you need to buy a high-end car because the model looks happy driving a BMW. And finally, white is the signifier of the signified, namely that BMW is a luxurious and elegant brand because white represents these things. The size and simple design of the logo in the upper right corner of the advertisement suggests that BMW is an elegant, simple and well-designed car, as demonstrated by its stylish advertising design. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get an original essay The social myth portrayed in this ad is the idea that you need material goods to achieve happiness and success. This is seen through the young model who seems full of joy and the words "Joy Is Impatient" which are written at the bottom left suggest that Joy is equivalent to a luxury car. This implies that you need material goods to be successful and happy. This is proven in the advertisement because the model looks very happy and fits the image of the perfect, happy child you should have, and he is seen that way inside a BMW. This can also be reinforced by the color of the model's shirt, as red represents energy, which indicates how energetic the model is in the readers' eyes. A consequence of this message is that parents who see this ad might feel inadequate and ineffective as parents because they cannot afford luxurious things like a BMW. Additionally, their children might see this ad and want to do what the child in the ad is doing and ask their parents if they can buy a BMW, to which they will say no because they don't have the money.”)