Textual Analysis for Two Absolut Vodka's Advertisements in Different Periods

Abstract

This article aims at exploring the application of semiotics in advertising, based on the textual analysis for two Absolut Vodka’s print advertisements. The first one was launched in 1981 which was the very initial Absolut Vodka advertisement, another one is adopted from the series print ad, called ‘In an Absolut World’ released in 2006. In the analysis process, the theory of semiotics and some other branched theories such as colour semiotics and the semiology in nature are quoted in this article to support the analysation. There are some differences between these two advertisements on the employment of semiotics, however, the main purposes are consistent which is enhancing Absolut Vodka’s product concept: purity.