The Contemporary Advertising Of Roland Barthes's Theory Of Advertising

Improved Essays
“Semiotics is the theory of the production and interpretation of meaning.” Roland Barthes identified three messages in semiotic theory in his article to analyze the contemporary advertisement. He showed how different messages are conveyed by a system of signs. He stated the advertisement is the signification of the image that is international, and these signified are clear, full and emphatic. This essay will analyze the newest advertising of Coca Cola company in 2016 with Barthes’ principles in semiotic theory.
This new poster (see Fig. 1) of Coca-Cola was is published in January 2016 and it marked a significant shift in Coca Cola’s marketing strategy. All Coke products will be united in one global creative campaign: “Taste the Feeling.” It can
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It depicts everyday moments, like a first date, and puts Coke bottles front and center. It just expresses the simple pleasures, like enjoying an ice-cold Coke on a hot day. This latest campaign is "going back to the core values of Coca-Cola," and Coke had started to talk in a preachy way to people. The Coca-Cola Taste the Feeling campaign underscores the company 's commitment to choice, offering consumers whichever Coca-Cola suits their taste, lifestyle and diet – with or without calories, with or without caffeine. The advertisement capture life’s everyday moments – such as ice-skating and hanging out with friends, a first date, a first kiss, and a first love – all linked by Coca-Cola with the new tagline, “Taste the Feeling.”
In conclusion, Barthes’ analysis still approaches effectively today. “Semiotic theory’s basic principle is that meaning is made by the deployment of acts and objects which function as ‘signs’ in relation to other signs.” Barthes’ article is all the visual dements within an image that can be employed as signifiers. But not all the visual elements are connotators so there always remain purely denoted elements. He

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