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Semiotics Of Advertising

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Semiotics have long been an important tool for marketers. Semiotics of advertising are signs and symbols which translate a message to the viewer. Every company that produces an advert has a message they want to share with the public, who will in turn interpret the message in whatever way they can. This is achieved through semiotics and symbols. Individuals interpret adverts differently, depending on what the symbols mean in each culture and what they mean to us. In Barthes’ analysis of an advertisement, he separates the ad into 3 separate section; the linguistic message, the coded iconic message and the non-iconic coded message. In this essay I shall briefly discuss the meaning behind Bathes’ three messages and will continue by performing a …show more content…

Barthes uses the term ‘anchorage’ to discuss the words at the bottom of the ad. I will discuss what the words denote (what it literally says) and what they connote (what meanings do those words create for us). The literal denotations in the image make up the non-coded iconic message. The coded-iconic message is made up of the connotations received from the image and is the product of the linguistic message and the non-coded iconic …show more content…

The colour blue is seen in the sea and in the clothes they wear. This colour connotes peace, relaxation and a sense of calmness. Blue also signifies friendship and loyalty and usually has positive associations within the mind. Over half of the clothing is made up of blue and white. This colour combination is often associated with nautical related items. This connotes a sense of adventure in the ad. Furthermore, the colour white signifies purity and wholeness. Lastly, the crates of beer and bubble in the bottom right corner are green in colour. Green is often associated with energy and freshness. The sky is gold and blue indicating that everything is ‘all good’.

The sea can also have several meanings within the viewers’ mind. The vastness of the sea represents freedom. It also symbolises adventure. The sea connotes purity, freshness and nature. The sea can also be soothing and a source of calm. However, the sea is also subject to change. In one moment it can be calm, and in the next it can be powerful and strong in a storm. Perhaps the brand is using the sea as a mean to express the purity and freshness of the

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