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Essay / Research Paper Abstract
This 4 page paper is a semiotic analysis of a print advisement of a Coca-Cola advertisement, looking at the signifiers and the signified and interpreting the meanings of all the signs in the advertisement. The bibliography cites 5 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEcokesemi.rtf
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Unformatted sample text from the term paper:
less obvious meaning have become common place (Kotler and Keller, 2008). Marketers seek to use an advertisement to communicate a message, it is more than the tag line, and more
than the image may appear to communication, the message is in the signs and symbols and the context of those communication. Semiotic analysis is a way of breaking down advertisements
into their component parts to undertake an analysis. It may be argued that this is easy to assess in complex ads with many images and messages, but the reality is
that it is present in even the simplest of advertisements. This can be seen by looking at a well known advertisement; the Coca-Cola polar bear advertisements1. When looking at
a message Saussure put forward a dyadic model, arguing a sign was made up of two parts; the signifier and the signified. The signifier is defined as the form that
the sign takes, this may be text font, an image or a shape, the signified is the underlying concept that it represents (Saussure, 1983). The sign is made up of
the combination of the signifier and the signified. When looking at the Coca Cola advertisement it appears to be relatively simple, there is little writing and there is a
very clear image. The first signifier to consider is the top line of text, this is all in block capital letters and reads "Always Cool", the text itself is in
white against a dark starry sky, so it stands out clearly, it is also placed in a general alignment, but not a pure horizontal line. Looking at the signified there
are several contexts from which this can be considered. The first is the way that the writing is out across the starry sky in effect, making the statement as if
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