Exploring Consumerism through Semiotics: A Visual Culture Essay

This essay examines consumerism through the lens of semiotics within visual culture. It introduces consumerism as an economic and social ideology driving consumption and economic growth. The essay develops a visual analysis using images related to renowned brands, exploring their cultural setting and impact. It evaluates images from brands like Edge of Ember, Terracotta, Parfums de Marly, Charlotte Tilbury, Estée Lauder, and Gucci, highlighting their marketing strategies and brand identity. The essay also touches on sustainable business practices and the role of visual elements in conveying brand messages. It concludes that consumers seek the best products, driving companies to innovate, and emphasizes the need to balance consumerism with mental and financial well-being. Desklib provides access to similar essays and study tools for students.

Visual Culture

Table of Contents
Section 1- Introduction.......................................................................................................3
Section 2- Introduce the selected theory...........................................................................3
Section 3- Develop visual analysis....................................................................................3
Conclusion.........................................................................................................................8
References.........................................................................................................................9

Section 1- Introduction
Lifestyle is said to have a direct impact on the behaviour of the customers in relation to
their brand preferences (Boobalan and Nachimuthu, 2020). As the customers prefer to
choose the brands which are suitable for their self-image. In relation to the essay, I have
chosen consumerism as a theme and on the other hand, I choose semiotics as theory
of this essay. The essay will outline the introduction of selected theory that is semiotics
and also the development of visual analysis. Additionally, the images which are
gathered are having resemblances to the theme of consumerism that is the image
related to renowned brands (Boström, Micheletti and Oosterveer, 2019). In addition to
this, I hope to discover through this research about the in-depth knowledge of the
consumerism at global level.
Figure 1: What You Need To Know About Consumerism
Section 2- Introduce the selected theory
The chosen theory is Consumerism which can be explained as the economic and social
ideology that is connected to encourage the level of consumption of the good or
services. It can also be said that consumerism is known to drive the economic growth
and the customers always looking for new products to buy or try. This theory has both
the side that is good or bad and it tends to elevate the level of economic growth and
bring better innovation (Campbell, 2018).
Research questions

 What is the basic concepts and elements of consumerism and typography to be used by
an organisation?
 What is the role of branding methods and typography in terms of increasing brand
identity of an organisation?
 What is the impact of typography on brand image of existed brands within UK?
Research hypothesis
H1: There is a significant relationship between the concepts and elements of consumerism and
typography to be used by an organisation
H0: There is no a significant relationship between the concepts and elements of consumerism
and typography to be used by an organisation
H1: There is a significant relationship between the role of branding methods and typography in
terms of increasing brand identity of an organisation
H0: There is a no significant relationship between the role of branding methods and typography
in terms of increasing brand identity of an organisation
H1: There is a significant relationship between the impact of typography on brand image of
existed brands within UK
H0: There is a no significant relationship between the impact of typography on brand image of
existed brands within UK
Section 3- Develop visual analysis
The presented research is an ethnographic approach as it will allow to highlight the
cultural setting with a proper set of goals in relation to a trend or culture.
Evaluation of the collected images-

Figure 2:“ The Edge of Ember”
From the figure 2, it can be evaluated that show room of Edge of ember which is known
for its affordable set of luxury necklaces and fine jewellery. It has main target to create
the timeless and personal pieces mainly for daily uses.
Figure 3:“Terracotta light sun kissed powder”
It can be understood from the picture that the image is of Terracotta light sun kissed
powder product. It offers the sun kissed type of glow in the form of natural and healthy

glow. It also presents the unique blend of tones that helps to reveal the healthy glow for
all skin types (Faria and Hemais, 2021).
Figure 4:“Terracotta light 96% Natural Origin”
It can be highlighted from the above image that Terracotta offers the naturally driven
ingredients comprises of luminescent shimmer and the texture blends with skin in order
to provide a healthy glow with fresh look.

Figure 5 "Parfums de Marly”
As per the image, it can be seen that it is the product of the Parfums de Marly which
provides a wide range of collection related to fragrances for Men and Women. It was
started about 20 years ago by Julien Sprencher (Gundelach, 2020). Its boutiques are
mainly situated in Paris, New York and Dubai. Along with it, the perfumes are available
in about more than 600 stores.

Figure 6:Charlotte Tilbury Products
From the above image it can be interpreted that it presents the products of Charlotte
Tilbury which is known for its best products. Such as magic cream, flawless finish
powder, facial oil, mascara and many others (Pinney, 2020).
.

Figure 7: “Estee Lauder”
From the above presented picture, it can be presented about the company named The
Estée Lauder Companies which is an American company dealing in cosmetics. It is
known to manufacture the makeup, fragrance and skincare.

Figure 8: "Gucci"
Information about the Gucci perfumes is available from the image that is being
displayed above, as Gucci is developing a wholly contemporary approach to the fashion
sector. It is also evident that The House has modernised luxury under the current
leadership of creative director Alessandro Michele. Additionally, it combines its status as
one of the most coveted fashion houses worldwide. Because of their unrivalled quality
and attention to detail, Gucci products represent the pinnacle of eclectic, modern, and
magical (Rampley, 2022).

Figure 9: The accessories hall

The brand-new Accessories Hall at Selfridges Oxford Street in London is filled with
lavish purses, sparkling jewellery, and wearable works of art, according to the image
that is now being displayed. The objects are designed to resemble an adult version of
Santa's workshop. It has selected the top favourites from the major accessory trends for
the season from among the many amazing pieces that are available. For the fashionista
in your life or simply to take better care.
Figure 10: “Lets Change "
In an effort to advance sustainable business practises, the Selfiedges store on Oxford
Street has a banner outside that reads "Let's Change" as shown in the image above. As
part of its new "Project Earth" campaign, Retailer has introduced a number of in-store
repair, recycling, and reuse initiatives in an effort to promote a more circular business
model and improve the environmental credentials of its products.