Saussure’s model shows that the signifier is the sound image (spoken word), or multiple sp

Both of these ads used a “sex sells” approach. They are seeking the same goal, to sell their product. Both ads also displayed a warning about the product. The warning in the Chivas ad was in fine print in the bottom corner, whereas, the swisher product warning was bold and in the middle of the ad. I am not sure if this is due to tobacco laws or not but the swisher warning is somewhat of a turnoff. The women in the ads are very attractive and both have a very seductive look on their face. Both ads also show the product almost as if you took the people and the words out of the ad they could still market the product.

The first of the two advertisements I chose was a Chivas Regal (12 yr premium Scotch Whiskey). The major first order sign that jumps right into your mind is the beautiful woman in the swimsuit. Other first order signs in this ad are the text, the bottle of Chivas. There is text just to the right of the woman’s head that says: “Yes, God is man”. There is also text above the Chivas bottle in the lower right hand corner that says: “When you know”. So, this ad’s signified (concept) is: “God is man when you know Chivas Regal”. It is very suggestive in the sense that it is basically saying “drink Chivas and there is a beautiful woman in your future”. Where the woman is standing is all in black and white, yet the bottle is glowing from the rays of a beautiful sunset. This gives you the feel that Chivas will brighten up your life. The bottom of the ad in small print says “drink responsibly. (But you know that)”. This says to me that smart people drink Chivas and they already know to be responsible. So the general myth that this advertisement is portraying is that Chivas will bring beautiful women into your life and intelligent people drink it. This ad targets a male audience at first glance but if you look deeper you may also get the impression that beautiful women drink Chivas also. In today’s society “sex sells” and this ad is a perfect example.

Scientis

Some topics in this essay:
SEMIOTICS Today’s, Swisher Sweet, Mythologies Barthes, Chivas Regal”, Barthes Saussure, Scotch Whiskey, Myth Barthes, According Barthes, Bourg Mythologies, Oceans” English, english speaking, signified concept, beautiful women, english speaking culture, product warning, barthes 1972, ad fine, signs signifier, black white, signifier signified, swisher sweets,