A Semiotic Analysis of Beer Advertisement

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A semiotic analysis of beer advertisement These days, beer is one of the most advertised products in the world. Beer advertisements are always awesome. They're creative, beautiful, provocative, and sometimes funny...In my term paper, I selected a number of beers advertisements from different companies, such as Nova Schin, Budweiser, Coors Light, and Heineken etc. First of all, I’d like to use the knowledge which I learned from this course and do a semiotic analysis all of them. And then, I will talk about the same element and contrasting element of all there advertisement. These ads all have syntagmatic and paradigmatic relations. And I will talk about the ad in terms of signs, modality and rhetorical tropes as well. First advertisement comes from Nova Schin beer company. Basic on Saussure’s Model of the Sign, signs consist of two parts: Signifer (form), and Signified (Meaning). We know Sign also has three components: Representamen, Interpretant, and object. Well, The beer which be held by the woman Fig1 is representamen = Saussure’s signifier. The woman is Signified, close to Saussure’s signified. What does a pregnant woman mean in this advertisement? Why didn’t they use a normal woman in this advertisement as usual, although she is sexy and attractive as well. Actually, this is the “paradigmatic” factor here. The creator prefers to choose a pregnant woman than a normal one, in order to tell us a fact. There is a trick. They wrote "Non alcoholic Nova Schin". They say it is alcohol free. This meaning is implied in a pregnant woman. There is another meaning here: even if this is a pregnant woman, she just can’t resist the lure of Nova Schin beer. This advertisement has a three-dimensional effect, such as the bottle of beer, and the woman’s arm, they look like much more closed to our eyes. There is some light reflection from the woman’s skin, it is

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