Essay on The Vodka Of The Absolut Vodka
The history of branding this product is one of the most inspiring stories in this industry. After releasing the first adverts, exporting of Absolut Vodka increased from 10 000 to 4.5 millions per year in U.S. Following such a huge success a brand has been spread all over the Europe and then the World.
To analyze the campaign in term of business success it is important to go through the first campaign that Absolut Vodka created.
Absolut Perfection was created in 1980 and was the first advert that campaign released.
Ferdinand de Saussure was Swiss linguist and semiotician. He believed that the language is the structure that enables us to give the world meaning. The theory of signifier and signified by Saussure operate in contemporary adverts. That also works for the Absolut Vodka campaign. Gill Branston and Roy Stafford (1996) claim that ‘Saussure argued that sign consists of a physical…