Let's talk about: Semiotics

I remember sitting in a university classroom, surrounded by first-year students who, just like me, were new to the world of advertising. Our professor was showing us a bunch of ads, trying to spark our inspiration. While flipping through, he stopped on one slide, revealing two ads for very similar drinks. The first ad featured a bottle with a torn tag as if it had been ripped off suddenly, against a red background. The second ad featured a drink in a beige background with a star sign and a birth date in the corner.

Our professor asked, “Which of these two ads is targeted at men and which one at women?” Even without knowing much at the time, it was immediately clear to all of us: the first ad was for men and the second for women. We didn’t need to analyze the ads or delve into semiotics theory; we just knew.

That was the first moment I truly grasped the power of semiotics in advertising. The first drink’s ad used the image of a bottle being undressed, symbolising a woman, while the red background symbolised strength, power, and passion. This semiotic message was designed to appeal to men, suggesting that drinking this beverage would enhance their masculinity. In contrast, the second ad took a more emotional approach, using star signs and a softer beige background. This ad aimed to connect with women more personally, focusing on birth and astrological symbols to create a sense of individuality and emotional connection.

This experience opened my eyes to how deeply semiotics influence advertising. Every detail, from colours to words to placement, can impact how an ad is perceived and who it resonates with. Understanding semiotics helps decode the intention behind every campaign and reveals the insane creativity and tactics behind effective advertising.

Example 1. Instead of focusing on the coffee mug or the logo itself, Nescafe's ad highlights a clock formed from steam rising from the mug. This design choice suggests that a Nescafé cup is all you need to start your day as soon as the alarm goes off. The red background - a colour often associated with fire and urgency, creates a sense of action and rush. This choice of colour is intentional - it reinforces the idea that Nescafé is essential for those hectic mornings. The copy at the bottom clarifies the ad’s message for those who might need additional context.

Example 2. Let’s talk about the background colour in Heineken's ad. Would any colour work here? Take Nescafé’s recent ad, for example, where red was a perfect fit for the brand’s message. Now, would a red background work for Heineken? Absolutely not. In this case, Heineken’s choice of a light grey background is intentional, signifying cool temperature and refreshment. Switching it to red would make the drink seem warmer, which goes against the ad’s purpose. The light grey also creates an association with relaxation and calmness - it's a subtle colour that doesn’t overpower. The relaxed position of the bottle reinforces this feeling, suggesting that Heineken is the ideal choice for relaxing after a long day. By using semiotics to guide the viewer’s perception of the drink’s temperature and mood, Heineken positions itself as the perfect drink for a chill evening.

Example 3. Volkswagen could have used any other two objects to portray precise parking. So why the hedgehog? Hedgehog's spiky body is subconsciously associated with precision and accuracy—think of how needles or pins are seen as symbols of preciseness, as they could poke and damage anything they touch.

The decision to feature just one hedgehog alongside three water bags was not unintentional as well. The single hedgehog stands out alongside three water bags, sending a message that with Volkswagen, you will stand out in the crowd. This clever use of symbolism not only makes the ad memorable but also strengthens the brand's message about the parking feature and the car itself.

Example 4. Two things that grabbed my attention from this Nike ad: runner and Nike logo placement. While it is important to note the use of warm tones to show authenticity and trustworthiness, what is mostly interesting is the choice of having a runner run alone on an empty road. She is not running in the city or alongside other people. She is running alone. The ad instantly creates a sense of freedom and motivation to achieve your personal goals, the desire to do it for yourself instead of others. Additionally, the Nike logo is not centred. Instead, the runner gets all the attention. This logo placement drives the message that Nike prioritises people empowerment instead of making sales.

Advertising isn't just about marketing a product; it's about creating an emotional connection with a brand. The power of semiotics works on the subconscious level, often unnoticed, but extremely effective on consumers. So, next time you see an ad, pay close attention to the details. The colours, objects, and placement all carry a purpose. As advertisers, that’s our goal: to communicate the right message and connect with the right audience and do that without saying a single thing directly.