The Sign Consumption Of Coca-Cola Advertisements

In a society full of materials, products with their use value can no longer satisfy consumers any more. The status, class and characteristics denoted by varied merchandises play a more and more important role when people go shopping. Modern advertisements can be seen every corner in the world, and the products with same usage and quality are quite different in prices due to their brand values. Because various signs are employed in the advertisement campaign, such as words, images, videos etc., to impose a new value of sign into products and boost their integrated values. The advertisements not only help to realize what the advertisers want to express but also contribute to consolidate the dominant ideology and culture in a society. This thesis starts from the most popular brand in the world Coca-Cola, use semiotic way of study to analyze the executive mechanism of sign consumption and aim at telling how myth in the ads is built up. At last, the thesis stands in the macroscopical point of view to see the social ideology is constructed partially by signs.