Marketing Analysis : Beam Global Sprits And Wine Launched Advertising Campaign

1973 Words Aug 24th, 2015 null Page
In 2010, Beam Global Sprits and Wine launched an advertising campaign aptly titled “Provocatively Premium” to launch their recently acquired brand Effen Vodka. Being launched in 2003, the brand was relatively young. The campaign had to be align with the bold and risky character of the brand. The campaign was designed and executed by the advertising agency Euro RSCG, Chicago, USA. I will use Semiotic analysis theory which finds it’s first mentions in a the book Course on General Linguistics by Ferdinand de Saussure (1916) to analyze the key signs in the chosen campaign to decode and communicate their associations with being premium, seductive and affluent.

Semiotics is the study of signs, symbols and their interpretations. As described by Umberto Eco (1979: 7), “Semiotics is concerned with everything that can be taken as a sign. A sign is everything which can be taken as significantly substituting for something else. This something else does not necessarily have to exist or to be actually be somewhere at the moment in which a sign stands for it.” Ferdinand de Saussure (1916) in his book Course on General Linguistics discussed about signs and how to decode them. To simplify our understanding of semiotics, he breaks down a sign into three central elements, which are the Signifier, the Signified and the Referent. The Signifier is essentially the words or symbols used to indicate a particular object. The Signified is the mental image or associations evoked in the recipient’s…

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