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THE ATYPICAL IN TANDEM TELLS A STRONGER STORY

Words and images must work in tandem to deliver the message in an ad. Theprogressive proposition in the ad being discussed here puts women in the driver’s seat by empowering them to build and own their social network.

The carefully selected signs work silently to establish the context in which meaning is meant to be made. Priyanka Chopra Jonas is shown wearing a casual shirt and working on her laptop while her male companion cooks in a modular kitchen like space, dressed in formals.

Semiotic decoding suggests that all these signs – the celebrity known for living life on herown terms, a young and independent urban couple in a modern housing space, the deliberate conflict between dressing and the action being performed (with ease), or the colour yellow (neither red for love/passion nor blue for formal/business) – work towards projecting the image of an empowered woman comfortable in her own skin.

‘Equal not loose’ attacks the regressive mindset which tries to stereotype independent women as promiscuous.