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.