The three different advertisements that I chose I believe are some of the best examples of how to apply semiotics to advertising.
Let's take a look at my billboard advertisement. This is a billboard advertisement for Formula Toothpaste. The first thing that caught my eye was the fact that the billboard looked broken. But the ad immediately led my eyes to the man's teeth. From this I was able to make the determination in my head that that man must have strong teeth because he is ripping the ad off the billboard. I thought this was brilliant because I was immediately able to make the connection without having to read any text. And with the small tube of toothpaste in the corner I can associate the message of strong teeth with Formula Toothpaste almost instantly.
For my print ad I decided to go with an ad from Heinz. By using the tomato slices to form the ketchup bottle Heinz has created an "all-natural" image. In an ever-increasing health conscious culture it is critical that a company like Heinz is able to convey a message that supports a healthy lifestyle. They did an excellent job of delivering this message without using any words.
While the previous two companies above have done an excellent job of applying semiotics to their advertisements, no company does it better than GoPro. In my opinion they have perfected the art of semiotics. What makes it so beautiful and powerful is the fact that no words are ever used in any of their commercials. It is just capturing amazing footage of amazing people doing amazing things. They don't try to sell you their camera, they let the camera sell itself. So let me leave you with this commercial from GoPro, I cannot think of a better way to end this blog post.
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