We have two advertisements here. One is a magazine advertisement, which is about Italian pasta (see Figure 1). The other one is a series of McDonald’s McDelivery Campaign advertisements (see Figure 2) for promoting the fast food chain’s delivery service in 2016, which is designed by Leo Burnett Dubai. By these two advertisements, we can see that every advertisement have signs and signs always can tell behind story of advertisements themselves.
First of all, Barthes mentioned that conveying the ideas of advertisements is depending on three main points: linguistic messages, symbolic messages and literal messages. He took the exemplification of Panzani to describe how those three messages apply in the advertisement. More specifically, designer printed most words on the packaging based on the brand. This gives a fundamental cognitive to the consumers about what they are going to buy. Typically, this information is not so simple when you first read it. It will usually combine with the “denotational and connotational” meanings. In this poster, the linguistic message is not only about the company’s name, but also can be regarded as “Italianicity.” After reading the name of the company, we can find its background such as local culture and compa...
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...The most essential point is that this is what Cinderella exactly wants all the time. So this poster is a trend of young customers’ ability of beauty- appreciation. Accordingly, the idea that it have in the scene appeal to those families that do not have a lot of time on their hands to prepare the food for them perfectly.
All in all, no matter how the methods of explaining the messages through advertisements changing, Barthes’ approach still can be applied to them so that texts and images are always related to each other. Advertisements need to contain a story to attract people. At present age, putting signs together is aimed to communicate with people and give a common sense. If there is any difference, it is that the cultural background and the symbolic icons become more common sense because of globalization. So all kinds of people can understand its implications.
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