The Use of Semiotics in Coco Cola's Advertising Essay

Semiotics can be defined as the study of symbols and signs particularly with regard to how they are used to create meaning and communicate it to others. Semiotics also offers tools that make it possible to uncover the cultural conventions and codes that highlight the period to which a setting was placed and interpret meanings behind the symbols (Berger, 2014). In the pilot episode of “That 70s Show”, it is possible to apply semiotic analysis since there are various signs and symbols that reveal different elements of the show. Different signifiers in the episode and what they portray helps the audience to interpret the message that the producer is trying to convey. That 70s Show has a large presence of signs, signifiers, codes and ideologies that relate to teenage relationships and their lives in general during the 1970s. Additionally, it is important to highlight character placement and the semiotics involved pertaining to the viewers.

1. Consider Coca-Cola’s advertising throughout its history. Identify as many commonalities as possible for its various ads and campaigns. (For a list of Coca-Cola slogans over the years, check out http://en.wikipedia.org/wiki/Coca-Colaslogans.)

This case study is the story of Coca-Cola, its history and the report about one of the most fascinating stories about the company this is still regarded by many as a mysterious case: “the introduction of the new Coke”.

Firstly, the author introduces the history of the Coca-Cola; and how the brand is successfully developing into the most popular brand and ruling the soft drink world by outstanding products, good leadership, correct strategic decisions, completely distribution system, significant culture accomplishment, impressive marketing campaigns and publicities. But, they also had several problems in the 70s, which result in losing the market position at retail. At the same time, Pepsi, as the main competitor of Coca-Cola, started to make inroads by successfully launching the “Pepsi Generation” and “Pepsi Challenge”. Those kinds of efforts led to a rapid increase in Pepsi market share and strongly hit the brand image of Coca-Cola. Because of the severe situation, the leaders of Coca-Cola decided to change the formula of old Coke with marketing research supporting. So, the New Coke with a smoother and sweeter taste had been launched in April 1985. But out of expected, after launching the new taste soon, many customers boycotted the New Coke, and the market share of the company still decline. The company had to re-launch classic

Accepting the fact that something is a symbol is easy. However, finding out what it means or what it stands for. Symbols can interpret more than one thing, we can only discuss possible meanings and interpretations. Symbols are not only built on associations readers have, but also on emotional reactions which captures the reader emotionally. f it isn’t symbolism, its allegory, which stands for other things on a one-for-one basis that convey a certain message. The cave is a symbol of secrets and mysteries represents mainly by how the reader engages the story.

A symbol is someone or something that represents someone or something else. Symbols are used in literature because they represent a character, object, or place in a story. Similarly, there are plenty of symbols throughout the book Speak by Laurie Halse Anderson. Some examples of symbols in the book are Melinda’s tree projects, Maya Angelou, and Melinda’s report for Mr. Neck.

The media and design in the ad helps The Coca Cola Company take on the deeper parts of a person to get to its purpose. They do this by creating an image with the aforementioned pictures collaged together to focus the attention of the

Everything is a symbol. A symbol is defined by every reader. Symbolism is not universal and if it is, it is not a symbol; rather it is an allegory. It is up for interpretation from the reader and with their personal views and examples from the text, it becomes a symbol in a work of literature. Symbols, “wait somewhere deeper and part of what it requires of us is to bring something of ourselves to the encounter”(Foster 100).

This idea fully supports the link between the signifier and the signified because the signifier acts as a name for the concept behind the sign. It gives the concept an individual identity by providing a way for us to speak or write it in one word. If language is a “system of differences” (Culler 57), then giving the same name to multiple concepts would add more confusion to a language by taking away the uniqueness of a sign. Magritte asserts that “a pipe” is not the name for the device in his painting, and I agree with him because calling it a pipe would suggest that it’s the same as any other pipe, even though it’s clearly

The Coca-Cola organization has made exemplary strides mainly to offer a variety of products to its clients even with the competitive nature of the market. Consumers’ choice gets based on the brand aspect in which the organization wins most customers' heart against its rivals. Even though a significant number of people deny cases to having inclination picking between Coca-Cola items or its rivals', many have a strong desire in some way. Many inclines toward Coca-Cola products since the organization has more than hundred years of history and predictable brand image. This picture is engraved in a lot of people subsequently end up purchasing their beverages. It is out rightly conspicuous in the company’s high market share in the field of soft drinks.

Coca-Cola is the result of a patent medicine formulated in a small southern pharmacy over a hundred years ago. It has grown into a multibillion dollar international company. It also owns one of the most valuable brands in the world. Their Coca-Cola banner has won the world’s top brand 13 times on brand c-consulting firm Interbrand’s annual list (Fraser, 2012). In addition to its main product, Coke, the company owns over 3500 beverages. One of its core competencies is brand building. They have built their brand to have respectability and dependability. Their brand and logo are recognized all around the globe. It has actually become a new known on almost all households worldwide (RNWILKIN, 2009).

The theory of semiotics, as proposed by Roland Barthes, has been used to analyze advertisements and the effectiveness of advertisements on viewers. In the articles that I researched that used semiotics to analyze particular advertisements, I found four common and related themes. First, the articles mentioned that the viewer determines the meaning of the advertisement or the viewer interprets the advertisement. Second, this meaning that the viewer assigns to the advertisement is largely determined by context, both social and cultural. Third, advertisers use culture and predominant cultural beliefs in their advertisements in efforts to reach their audience more effectively. Finally, these advertisements actually end up supporting the

Coca Cola is an American carbonated soft drink also known as coke. It was invented by a man named John Pemberton. This product has been around since the late 19th century and was introduced into this world on May 8th, 1886 in Atlanta, Georgia. The majority of the population knows about Coca Cola since it has been around for quite some time. Coca Cola is one of the most recognizable soda drinks throughout the world. The Coca Cola logo is widely recognized by all generations, young and old. We all know a Coca Cola logo when we see it. Why is that? When launching the first campaign for Coca Cola in 1886 the color of the product stuck out to people. The color red is a positive and energizing color. Red is often used to express love. When creating the advertisement there was a lot to take into consideration, how to attract consumer’s attention. When creating the products

In today’s world an individual is bombarded with brands from companies all around the world. These companies start with an idea and most of those ideas develop into a brand. Brands rely on the use of semiotics, “the science of signs” (Ryan and Conover 25), to relate to consumers or interpreters. They also relay on the connotation and denotation of the signs as well as the colors being used. When it comes to the entire package of a marketing plan and branding a company or product, graphic designers need to look at how to create the brand from a visually and culturally pleasing aspect. A brand is mostly based on a semiotic design that uses a trademark image and colors that relate to a group in a cultural setting.

Coca-Cola is a soft drink that is carbonate, which is produced by The Coca-Cola Company of Georgia and Atlanta, which is frequently simplified and referred to as “Coke”. The Coca-Cola Company has existed since 1944, March 27th. The Coca-Cola Company has introduced other soft drinks under the Coca-Cola Company such as Diet Coke, Coca-Cola Zero, Coca-Cola Cherry, Coca-Cola Vanilla and the company furthermore introduced unique versions containing lime, coffee and lemon. Coca-Cola is served and drank worldwide, it is reported that Coca-Cola products exist in more than 200 countries globally witch consumers who consume over 1.8 Billion Coco-Cola beverage servings daily. Coca-Cola or “Coke” Is renowned for its strong brand status, it is rumoured to be the world’s most valuable brand. Coca-Cola beverages come in different packages and can be conveniently found anywhere, In Restaurants , Office Buildings, Vending Machines, “Spaza Shops”, Street Vender’s, Markets and shops rather than its competitors.