Short Semiotic Analysis

COCA- COLA

Image 1. Image 2.

Short Semiotic Analysis relating to recent coca-cola adverts, and adverts in the past.

With this short analysis I plan to compare and contrast the two images above. Both are related to the branding of Coca-Cola, and are around to publicise the companies image. I chose these images because of the importance with their branding, the fact they have been around for generations and last they relate to me as a Graphic Designer. Coca-Cola is a mass produced image and therefore needs to transfer easily across the globe through symbolism and imagery.

When looking at the first image it signifies a lot of textual codes, such as; the woman being placed in the center of the frame, the large round Coca-Cola symbol, the coke bottle, the bright and vibrant red, the clean and crisp type face and the warm summery colours. This completely contrasts with the textual codes relating to the second image which are more obvious; the red and silver can, the simple type and image mixed together again centered in the frame, the simple and suggestive layout as well as combining all of this with the recognisable sunglasses image. Both connote the idea of happiness related to summer time. Both using bold and fresh colours to draw the consumers eye and pull them in further with connotations of having a fun and relaxing time while drinking coke. The first image denotes more towards women and the happiness they can achieve by having a bottle of Coke, with the use of the 'Yes' type it is almost saying to the women say 'Yes' to Coke and to the man holding it out for her. Where as with the second image, the solitary can uses simplicity and style in order to reproduce its message. The curves of the glasses and type connote elegance and grace, which go hand in hand with the feeling of summer, what with the idea of summer being beautiful and all things fragile and graceful are brought out around that time.

What both these images connotate is the idea of getting together with friends and family and enjoying your summer with a bottle/can of Coca-Cola in your hand. Simple but effective use of advertising and branding.