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Absolut Vodka Semiotic

Analysis
A look from their first ad
campaign to one of their
latest ad campaigns
Absolut 1980 ad campaign
1980s ad campaign
Signifiers
Clear bottle
Blue Font (Absolut Vodka)
White Background
1980s signifieds for ad campaign
Strength
Certainty
Simple
Innocent
Calm
Virgin
Current Absolut Ad Campaign
Signifiers
Podium with microphones
Two suited men
Long nose on the speaker
Washington setting for background
Clear Bottle
Blue Font (Absolut Vodka)
Signifieds for Ad campaign
Inspirational
Strength
Integrity
Satire
One truth (Absolut Vodka)
1980s ad attributes
Close camera shot of the Absolut
bottle.
Use of bright lighting on the bottle to
convey one choice for the potential
buyer.
White and empty background to
display dominance.
Current Absolut campaign
Washington background to display serious
tone.
Large podium with microphone to display a
world presence
Close shot of political leader with long nose
to display untruthfulness of politicians
Large text in Ad saying “In An Absolut
World”
Small picture of Absolut Bottle.
Ideological Functions in 1980s
campaign
Simple ad to convey message to
audiences that the Absolut brand is a
simple choice for Vodka drinkers.
Also, it expresses the idea that
Absolut Vodka is the only clear
choice for the consumer.
Ideological Functions of current
campaign
Despite the political climate and
leaders that Absolut Vodka remains
the same is the message to the
audience.
Leaders can’t be trusted but the
Absolut brand is well trusted brand.

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