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MKT600 Integrated Case Analysis
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MKT600 Integrated Case Analysis
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Course Code: MKT600
University: Ryerson University
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Country: Canada
Question:
Analyze this image according to Roland Barthes’ semiotics of the image. Please go into detail and analyze everything within the frame including the background. Describe in this order: a. the linguistic message b. the non-coded iconic (denoted) message (try not to leave anything out) c. the coded iconic (connoted) message
Also take time to consider the ideological system that has created the work and how the totality of signs reinforce that larger rhetoric. If you spend a moment to research the brand and its larger parent system’s identity with a critical gaze, this will be welcome.
Describe your relationship to this particular image within a larger system of advertising images (refer to John Berger’s Ways of Seeing, chapter 7). Who is speaking to you? Who are you as a viewer? Finally and most importantly, how do you feel when confronted with the image? Provide a critical analysis, keeping in mind your position as a citizen rather than a consumer.
Answer:
Introduction:
The advertisement graphic shows five different flavours of the world famous beverage having its company headquarters at the United States of America, the Coca Cola. The most iconic and the most generic one being the red can which features itself at the right hand of the viewers. Another very popular variation of the beverage is the white one, which bears the tag of, ‘light’ on it, which is quite popular amongst diabetic patients. There are other variations of the original version of the beverage as well in the image. The cans hued in black, green and black-gold combination are the lesser known versions of the beverage. They are all enshrouded in a red banner bearing the writing of Coca Cola in its signature style. This goes as far as the visual aspect is concerned.
French semiologist, Roland Barthes (1977) had in his articles tried to explain the art of deriving the inherent message and idea embedded in an image. As far as his understanding and logic is concerned, a seemingly commercial advertisement has a significance which goes way beyond the realm of simply marketizing a product. He had given particular emphasis on the linguistic aspect of such images in order to derive the literal, which is the denotational meaning, and the symbolic or the connotational message.
With regard to the image which has been made the subject of analysis bears very little substrantial written aspect. The only form of text that is available, which accounts for the linguistic message is the name of the product in English and in Greek languages. The denotational message shows that the American beverage company Coca Cola is keen on marketizing its products in Greece and reach out to masses with a variety of products and flavours. It has been done so that people get adequate amount of motivation to choose from the variety of products, and that shall in turn provide the company with the opportunity to earn more and more revenues. The denotational message also shows that the company wants to cater to the requirements of people having having different tastes.
The connotational message can be derived from the red banner that partially covers all the versions of the beverage partially. The intention therein has been to convey that despite bearing a hue on the product apart from classic red one, the customers must have faith in the company and its other products are as good and as original. In other words, it is being meant that all the products are from the same trusted company on which the people have been laying their faith on.
From the point of view of John Berger (2008) it is the company who is speaking to the customers through this graphic image. As a citizen I am faced with the question that in this globalized world it has virtually become possible for the MNCs to percolate into any society and country and enrich their revenues. It is not that Greece lacks locally produced beverages, but then they are losing out on their market share in comparison to the beverage giants as they lack the logistical support. This is a matter which requires immediate attention and the intervention of the government to save the local companies.
References
Barthes, Roland. “Rhetoric of the Image.” (1977): 32.
Berger, John. Ways of seeing. Vol. 1. Penguin uK, 2008.
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