Transference: How does it happen?

Transference: How does it happen?

 http://www.youtube.com/watch?v=a_GVRC8IPjA (Nicole Kidman, Chanel no 5)
 http://www.youtube.com/watch?v=LQ4RKmrWBtQ&feature=related
Chanel No 5

 Signified: the idea
 Signifier: the channel no 5 bottle of perfume
 Connotative meanings: French chic, glamour, sophistication,
love, allure etc.’
 Unified in the sign: perfume IS ‘French chic, glamour,
sophistication’
 the presence of the celebrity in the ad suffices to imbue the
product with the meanings associated with her (Deneuve,
Kidman etc.)
 Celebrity code is part of shared knowledge (common
ground)
 sign system must already have meaning for the viewer
 celebrity ‘stands for’ an already known ‘referent system’

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