Roland Barthes and Cultural Myths:
Coca-Cola functions as a "myth" in Barthes’ semiotic theory, meaning it’s more than just a drink. It symbolizes happiness, unity, and celebration, reflecting broader societal ideologies. (Barthes, R.1972) The brand creates emotional and cultural connections that go beyond the product’s utility.
Visual Semiotics:
Red and White Colours: Red represents excitement and warmth, while white signifies purity and refreshment, together evoking joy and energy.
Cursive Logo: The flowing, nostalgic script conveys tradition, elegance, and timelessness, linking Coca-Cola with festive, celebratory moments.
Branding and Celebration:
Holt, D. B. (2004) assigned that Coca-Cola's marketing revolves around joyous, festive moments, embedding the brand into cultural rituals (e.g., Christmas ads, summer refreshment ads).
Through these semiotics, Coca-Cola becomes a symbol of happiness, community, and shared experiences.
references
Barthes, R. (1972). Mythologies (S. Heath, Trans.). Hill and wang https://www.bing.com/ck/a?!&&p=0347351111075f09eb253c91b09c33ec0c199012aa04fbb7182bafa244cb78e7JmltdHM
Holt, D. B. (2004). How Brands Become Icons: The Principles of Cultural Branding. Harvard Business Review Press. https://www.bing.com/ck /a?!&&p=84 eba175136dc811a0c4f4e72d79800f9534 239fe77cbb234 35529fc6 32a7fc6JmltdHM9MTc
I think that Barthes would be particularly pleased analyzing Coca-Cola and all its semiotic. Starting with how they made a sugary drink turn into a symbol of happiness and unity. The red and white colors as a symbolism of warmth and purity, create a visual language of joy. The logo too how its basically nostalgia bottled, linking people to tradition. Then there's Holt's point about embedding into cultural celebrations and specific moments, such as Christmas, and summer. Coca-Cola isn't just selling a beverage; it's selling a cultural narrative, a myth of collective happiness.
ReplyDeleteIt’s a masterclass in how semiotics and marketing merge to create a brand that transcends its product and how just a few companies were able to do for their own.