Reading the Brand Written Assignment: Detailed semiotic analysis of two adverts.

SEMIOTIC ANALYSIS OF TWO ADVERTS Name Institutional Affiliation Instructor Course Date Introduction The UK has adopted stringent alcohol advertising regulations to promote responsible drinking and managing public health. The Advertising Standards Agency (ASR) sets rules for alcohol advertising across all media channels, such as television, radio, print, and online. This set of regulations requires adverts related to a lot of beverages that do not affect people under 18, alcohol use to solve a harmful problem in society, or to promote drinking that is excessive or has no limits. UK's government regulates the airing of alcoholic ads near schools and playgrounds in addition to the distribution of alcoholic advertisement leaflets on students' campuses. Adherence to these rules gives advertisers the framework to maintain their fair play and protect themselves against regulators' possible punishments, such as sanctions and fines (Noel et al., 2020 p.61). Marketers follow these regulations by ensuring that their adverts are clear and follow a target audience that understands the intended meaning. They apply semiotic concepts that guide the delivery of direct and hidden messages. Smirnoff's advert, "Message in a Bottle," and Guinness's advert, "Holding out for a ZERO", provide a deeper understanding of semiotic concepts' application in alcoholic beverages marketing in the UK. Semiotic Analysis of the Adverts Sign defines the fundamental unit of meaning. It is made up of the signifier and the signified. The signifier is the sign's physical form, such as the word, image, sound, or object, while the signifier represents the concept or meaning the signifier represents (Dalamu, 2021 p.31). In alcohol advertisements, the sign is critical in developing effects intended to highlight a superior brand. In the Smirnoff advert, images and words represent the signified. Different things transform and reveal hidden or different meanings according to the viewers. For instance, the black cat turns into a tiger once it reflects on the Smirnoff bottle, a beads necklace changes to a snake, and a woman standing next to a man change to represent a dominating figure (Ramavath, 2017). These are signs of power a person gains once these characters take the alcoholic beverage. In the Guinness advert, a signifier is seen in terms of sound and object. The advert comprises classes filled with Guinness, and they are signing to St. Patrick's Day. The foam on top has the image of a human face to symbolize how the drink gives people a voice where they can communicate (GuinessEurope, 2023). The background music is about a hero, which reflects the people who use the drink where they are turned into heroes for the night. The sound is in unison, and the glasses filled with alcoholic beverages are in unison, which creates a sign of togetherness associated with people taking the drink together.   The code concept describes the signs and rules meant to interpret meaning. These could be textual, social, linguistic, and interpretive (Van Nguyen, 2024). In an advert, code is developed based on the message intended and focuses on showing the brand's superiority. Code is meant to align with the target audience's information about the product. In the Smirnoff advert, the interpretive aspect is seen with the clarity of the product. Smirnoff is a clear product, which means when in a bottle, it is possible to see through the other side, thus bringing clarity to the images. This explains changes in the necklace, people, and cat as they are given clarity once a person takes the beverage. The interpretation of the clarity is that once a person takes Smirnoff, they can see things clearer (Ramavath, 2017). Different social contexts have been inferred in the advert, such as partying and sexual fantasies. People are partying, and with Smirnoff, they are taken to a situation where they can achieve their dreams. In the Guinness advert, the social context is St. Patrick's Day, a religious and cultural holiday celebrated on 17th March to commemorate the death of a missionary. St Patrick. It infers Guinness acceptance in cultural and religious ceremonies, showing that it would not harm the users as it does not cause immoral actions (GuinessEurope, 2023). The interpretive meaning of the advert is associated with being a hero, accompanied by the linguistic aspect of the song hero, including the definition features of the hero included in the advert.    Denotation is the direct and literal meaning of a sign without interpretation. Denotation guarantees that an ad has only factual information regarding the alcohol product, such as its brand, type, ingredients, percentage alcohol content, and any legal or health warnings indicated (Dalamu, 2021 p.36). Such transparency is instrumental in helping customers attain the knowledge they need to make the right decisions. In both ads, the alcoholic beverages they are representing are apparent. The Guiness ad starts with the view of the glass with the name Guiness written clearly, while the Smirnoff ad begins with written information on the advert name and what it represents (Ramavath, 2017). The alcohol advertising industry is strictly regulated in the UK, with mandatory advertising warning labels, such as age limitations, health risks, and responsible drinking messages. Observing these regulations shield marketers from legal problems and secures their reputation. In both ads, the marketing companies have ensured that the labelling is clear and the target audience is represented by social meaning, which involves celebrations and partying. Denotative aspects of alcoholic promotion aid consumers in comprehending what the product is and what the pr...