The New Advertising Of Coca Cola Essay

1383 Words Apr 5th, 2016 null Page
“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 help remind people why they love the product as much as they love the brand. Coca-Cola is going from “Open Happiness” to exploring the role Coca Cola plays in happiness; it makes simple, everyday moments more special. “Taste the Feeling” is not unique. No matter whether it is a regular Coca Cola, Diet or Life, there can be only be one the real thing and that is Coca Cola. The real reason to stay with the brand and buy it time after time again. The reason for drinking Coca Cola is tasting the real thing. You can feel excited, refreshed and energized. The poster shows two girls lay on the top of the building. They put a bath towel on the ground and imaged that they are on the beach. They closed eyes, talked with each other and…

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