Semiotics is the study of signs. Signs are used in everywhere in our everyday
life to relay information to us because we understand these signs subconsciously. In advertisements, signs are use to relay
ideas to us without directly informing the audience of the ideas. The advertising campaign that I will be analyzing
is he “Come as You Are” McDonald's campaign.
Above is the first advertisement
that I am discussing. This advertisement
shows 5 images of a man dressed in different styles with the “Come as You Are”
text and McDonald’s logo in the bottom right corner. The different styles, starting at top left
and working over, appear to be a musician or artist, then an average joe or
geek, followed by a hippie, and then starting at the bottom left are a business
professional and finally a surfer. These
five archetypes in American are prevalent in the media and recognized by
everyone.
