Semiotic Analysis
The first image chosen is an advertising campaign for “Absolut Vodka” made in 1980. It shows a picture of the bottle with a halo above it and the words “Absolut Perfection”
This advert was a breakthrough in the advertising industry as it demonstrated visual power as the bottle stands alone, not with someone drinking it.
Absolut conveyed an idea through image and created a visual riddle for the viewer to join in with. The viewer has to make a connection between type and image making readers become part of the communication process.
The signifier is the halo and the light in the background that acts as a spotlight putting the bottle in the limelight making the reader concentrate on it. This signifies an angelic symbol which makes the viewer sees goodness and purity. The bottle is no longer a bottle it is a symbol of an angel.
The second image chosen is an advert for “Smirnoff Vodka” made in 1994 which followed “absolut’s” way of advertising by making the bottle visual and fun,
The advert consists of a baking tray full of ginger bread men and a bottle of Smirnoff vodka in front. Looking through the glass bottle there are happy dancing ginger bread men representing how you feel after having the drink.
These dancing gingerbread men and the bottle are the signifier and are what you are drawn to most in the image. They are also placed further forward in the image. The dancing gingerbread men, signifies happiness in a crowd and the viewer can relate to them.
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