The communication of meaning in advertising is largely attributed to the semiotic representation of mutually agreed upon signs in a given text (Schirato and Yell 2001:23). Consequently, the production of these messages relies heavily on these signs and the ways in which they are used to produce a dominant or preferred meaning for the reader (Hall 2001: 174). As such, the application of semiotic theory can be immensely useful in understanding how meaning is constructed within an advertisement; as will be discussed later. In the attached advertisement for the women's fashion brand St John, starring the actress Angelina, the constructs of semiotics can be applied to analyze the meaning of certain signs, ideologies, myths and the influence of celebrity, and to understand how these elements interact combine to produce a particular speech. Having a clear sense of cultural literacy, St John is able to convey distinct meanings that attempt to appeal to specific audiences. By drawing on a shared discourse of popular culture, the reader recognizes the signs of beauty, sophistication, and power brought by Jolie's presence and, in doing so, the audience repositions their aspirations in accordance with the dominant reading of the advertisement. The text reinforces St John's preferred ideological message of superiority and high fashion, creating in the reader an unconscious and seemingly natural desire to consume. Advertising is one of the most important cultural factors that shape and reflect our lives today (Williamson 1978: 5); and so, St John attempts to manipulate active reading in a way that adds enormous cultural appeal to its brand. When interpreting the meaning of any advertisement, one must recognize assumptions D...... middle of paper... ... and accurate reflections of the realities in which consumers live (Rojek: 2001:33). In summary, one can see how the functions of semiotic theory can show the ways in which meaning is constructed within a text. As seen in the St John advertisement, the interaction between the signifier and the signified produces meanings and interpretations based on the cultural ideals of contemporary society. Within advertising, St John conveys his brand of female empowerment, elegance and sexuality, conveying to his audience an inherent need to conform and adopt these characteristics (Kim 1996:24). Importantly, St John's use of Angelina Jolie's celebrity endorsement plays a vital role in decoding the brand's intentions. Together, these principles exercise and promote the ideologies and myths that St. John seeks to establish in the reader.