According to Ferdinand de Saussure, the founder of semiotics, "any signs do involved a 'signifier' (codes and symbols) which represent a 'signified' (the associated meaning). An open kitchen is the background of advertisement. The main signifiers of the ad are one well-groomed couple and the wild balck bear. The girl is reading newspaper quietly, the boy is giving a welcome hand sign to the bear and the wild black bear is probably looking for food in the opened refrigerator.
The text 'SMART SAYS NO. STUPID SAYS YES.' is placed on the lower left corner of the advertisement, it can apparently bring out the messange of the ad. The connotation of this ad would be sometimes problem goes fine when people treat it in another way. In normal life, people would usually feel dangerous and scared while a wild black bear crashed into their house for food. While people are trying to protect themselves or get the bear away, they will usually hurt by the bear as the result. Now, the boy in the ad gives an indicative hand sign to the bear and it implies the meaning of 'go ahead' or 'feel free to grad some food you like', it may even make the situation totally different as the lady is still standing safely near the bear. Positive thinking changes the fact (Donald, 2005).
Image source: http:// adsoftheworld.com/media/print/diesel_jeans_be_stupid_7
References:
Donald. M, 2005, Advertising discourse: selling between the lines, 'Media discourse', Maidenhead, England: New Work: Open University Press, pp. 35-55
Thwaites. T, Davis. L & Mules. W, 2002, Ideology, 'Introducing cultural and meida studies', Palgrave, New York, pp.158-175
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