The brand that I have identified, to compare adverts from the 70s and current day is Coca Cola. In the 70s people were less health conscious therefore the product is displayed with a well balanced platter of fruits and cheeses. The semiotic connotations behind this advert are ones of sophistication and elegance to promote the brand. The cheese and fruit platter is a continental sign of class to be had after or during a meal, this implies that coke can be enjoyed any time. Also that it is a sophisticated beverage as an alternative to alcohol for adults, it is sophisticated and refreshing in a chilled glass bottle that is perspiring like wine out of an ice bucket. 'It's the real thing. Coke.' This tag line implies that the product has been copied, but that nothing beats the original for sophistication and refreshment. Lynx 2012 however conveys very different messages. With the consciousness that Coke is bad for your health they have focused on refreshment and associations with this. In this case it is ice and polar bears this conveys a very clean and pure image for the super bowl advert. That makes the accusations of Coke ruining the planet seem somewhat better. The polar bear praises its refreshment and cherishes it as people should should do with their Coke.
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