I wanted to look at the ways in which Smirnoff Vodka has advertised the Statue of Liberty in the inside view of the Smirnoff bottle. How does the illusion of an alternative image of the world when viewed "through the bottle". Looking at Smirnoff ad as the basis of major criteria of icon, code, and syntagm/paradigm as I have found the advertising extremely fascinating and feel it is very dynamic and entertaining.
Meaning and Use of the advertisement, advertising in its simplest sense means drawing attention to or notifying somebody of something. So what is the ad seeking to do? The ad represents a number of symbols.
The Statue of Liberty with the dress presents personal and social aspirations, for example the view through the bottle concept which can give people a chance to see what the product can do for them from the looks of the Statue of Liberty looks confident and as she can take on the world.
Cultural and advertisement can be critiqued as a cultural pattern in which the objects are not enough but must be validated in fantasy by association with social and personal meanings which in a different cultural pattern would be more directly available. This can also present the additional promise that by drinking the Smirnoff it can show oneself to be more courageous, young at heart or attractive to the opposite sex. Similarly Smirnoff on its own should be enough without the added expectation of being able to change your appearance or personality as well as seeing the things around you differently.
The advertisement is built up of multiple layers of interpretation, which is one of the strengths of add. It enables me to recognize and deconstruct the idea according to their (Smirnoff’s) own interpretation. The bottle starts off by sitting on the picnic table which can represent the idea of position of the perfect that overlooks the water, the buildings and more importantly the Statue of Liberty. The picture becomes surreal which is mainly created by the changing of...