A Semiotic Analysis

Here I have chosen two images which are advertising similar products but in a very different way. The first is a Pepsi advert which has used David Beckham, a famous footballer, as the main model in this image. David Beckham alone signifies many things and has been chosen very wisely for this specific product. The fact that he is a famous footballer shows skill and with that wealth which has underlying connotations that drinking Pepsi has enabled him and helps him to keep up with this lifestyle. As well as this, by using a famous person in an advert, the product becomes more attractive making the audience think that if their idol drinks it then it must be good. All the images in the background are also conveying movement which again signifies that drinking Pepsi aids an active lifestyle.

The second advertisement is for Coca Cola, here the designer has kept the advert very simple knowing that the name and colours that come with coca cola are enough for its recognition and to entice people into wanting it. I think the simple silhouette of the bottle signifies refreshment and is also a well known symbol linked to Coca Cola. The simple phrase of 'live on the Coke side of life' denotes that Coca Cola is, like in the pepsi advert, a key into a better way of life. It is full of positive connotations, that coke invigorates and makes life more exciting and is the best 'side' to live on. The concept seems to be that life without coke is not the same.

Both images are advertising a product that is already very popular and well known and so both are just again getting their name out there, keeping people aware of their name. It is really important to note that both images really do contrast in style and concept. The first is very busy, using photography and many colours, although the main colour is blue (which is linked with the pepsi symbol). Where as, in the Coca Cola advert, only one colour is used on white, and the image is kept very simple which has connotations of simple perfection and class. Coca Cola seems to aimed at a wider audience than pepsi. The bussiness of pepsi and the use of a well known famous footballer seems to make the advertisment aimed at the younger end of the spectrum.

Bibliography For Essay

1. Everdell, W. R. (1997) The first Moderns: Profiles in the Origins Of Twentieth Century Thought. Chicago: The University of Chicago Press.

2. Childs, P. (2008). Modernism: Second Edition. Abingdon: Routledge.

3. Harvey, D. (2003). Paris, Capital of Modernity. New York: Routledge.

4. Ferguson, P. P. (1994). Paris as Revolution: Writing the Nineteenth-Century. California: University of California Press.

5. Gronberg, T. (1998). Designs on Modernity:exhibiting the City in 1920's Paris. Manchester: Manchester University Press.

Lecture Notes

Summary of Harrison, C and Wood, P (1997) 'Art in Theory: 1900-1990.' Oxford, Blackwell. pp125-9

The Idea of the Modern world.

The modern world sprung from and summed up the late 19th and early 20th century. It was able to stand alongside the achievements of the classical tradition. Expressionism was linked directly to this and artists of the avant-garde drew great inspiration from expression. This, though, was an expression of the 'self'. Artists of the time were beginning to be more realistic in the dipiction of who they were in comparison to the tradition of romanticism and escapism which would not parrallel with what was realistic, it was more of a dream world.

This modern change was making its way across Europe but stemmed and took inspiration from Paris, France, which stood as the epitamy of a modern society. Avante Garde art was also becoming thoroughly internationalised and the visial arts developed greatly in German speaking countries. Countries, such as italy and Russia, were quite late in modernising but, still, did attempt to do so even though they were relatively backward societies. Expressionism, Futurism and Cubism were aspects of this modern style and could be seen developing gradually all over Europe. Moderism was growing but was still over shaddowed by that of traditional and cultural values.

Modernization - scientific and technological advancement. In developing countries the new was out doing the old quicker than ever. Modernity - The social and Cultural change. This was the actual experience for the person and the effects it had on their own lifestyle. Life was infact losing depth and freedom due to the development of machinery and technology. In relation to this there was infact an opposing view which was that of histerical exhileration due to this change. People were able to experience things they had never done so before and the rush of wanting more and the idea of consumerism then developed.

There was a contrasting view to both alienation and exhileration which saw moderism as more of a selfish movement. The working class and, with it, socialism wanted moderism to not give up on the struggle to keep changing throughout the century. The socialist view was that the world should be changed practically to move forward.

As cubism developed through avante-garde art and this changing modern world so too did the socialists become aggitated. Cubism, although abstract and new, did not depict that of any social relevance. It seemed to be art for arts sake, and although intentionally being modern, it was also only understood by those who were educated on it. This, to socialists, seemed to contradict what modernism was trying to achieve which was a more realistic view on life. Yet cubism itself being a new art, a new way of expressing broke through the barrier of escapism. Artists were able to draw inspiration from what was around them but had no limitation on what and how they expressed that. In short, art has got to change, and take new dimensions, like being abstract in cubism, to progress with the changing world.

Here we are left with an on going tension. Artists and designers want to be for the people and produce something which can be enjoyed by everyone yet have a balance between this and progression into something new, which, at first, may not be understood and seems pretenscious but is a signifier of the world at the time and how they feel in response to it.