Absolut Vodka Semiotic Absolut Vodka Semiotic AnalysisAnalysis

A look from their first ad A look from their first ad campaign to one of their campaign to one of their

latest ad campaignslatest ad campaigns

Absolut 1980 ad campaignAbsolut 1980 ad campaign

1980s ad campaign 1980s ad campaign

SignifiersSignifiers

Clear bottle Clear bottle

Blue Font (Absolut Vodka)Blue Font (Absolut Vodka)

White BackgroundWhite Background

1980s signifieds for ad campaign1980s signifieds for ad campaign

StrengthStrength

CertaintyCertainty

SimpleSimple

InnocentInnocent

CalmCalm

VirginVirgin

Current Absolut Ad CampaignCurrent Absolut Ad Campaign

SignifiersSignifiers

Podium with microphonesPodium with microphones

Two suited menTwo suited men

Long nose on the speakerLong nose on the speaker

Washington setting for backgroundWashington setting for background

Clear BottleClear Bottle

Blue Font (Absolut Vodka)Blue Font (Absolut Vodka)

Signifieds for Ad campaignSignifieds for Ad campaign

InspirationalInspirational

StrengthStrength

IntegrityIntegrity

Satire Satire

One truth (Absolut Vodka)One truth (Absolut Vodka)

1980s ad attributes1980s ad attributes

Close camera shot of the Absolut Close camera shot of the Absolut bottle. bottle.

Use of bright lighting on the bottle to Use of bright lighting on the bottle to convey one choice for the potential convey one choice for the potential buyer. buyer.

White and empty background to White and empty background to display dominance. display dominance.

Current Absolut campaignCurrent Absolut campaignWashington background to display serious Washington background to display serious tone.tone.Large podium with microphone to display Large podium with microphone to display a world presencea world presenceClose shot of political leader with long Close shot of political leader with long nose to display untruthfulness of nose to display untruthfulness of politicianspoliticiansLarge text in Ad saying “In An Absolut Large text in Ad saying “In An Absolut World”World”Small picture of Absolut Bottle. Small picture of Absolut Bottle.

Ideological Functions in 1980s Ideological Functions in 1980s campaigncampaign

Simple ad to convey message to Simple ad to convey message to audiences that the Absolut brand is a audiences that the Absolut brand is a simple choice for Vodka drinkers.simple choice for Vodka drinkers.

Also, it expresses the idea that Also, it expresses the idea that Absolut Vodka is the only clear Absolut Vodka is the only clear choice for the consumer. choice for the consumer.

Ideological Functions of current Ideological Functions of current campaigncampaign

Despite the political climate and Despite the political climate and leaders that Absolut Vodka remains leaders that Absolut Vodka remains the same is the message to the the same is the message to the audience. audience.

Leaders can’t be trusted but the Leaders can’t be trusted but the Absolut brand is well trusted brand.Absolut brand is well trusted brand.