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. e r a p m o c d n a e z i s a h p m e o t s g n i h t e m o s e t a c i d n i
: e l p m a x E
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’ g n i y f s it a s ‘ n a h t r e h t a r , d e s u s i ’ g n i y f s it a s e r o m ‘
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: e l p m a x E
m ir t a f o t i b a ‘ n a h t r e h t a r , d e s u s i ’ m ir t ti b a
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g n i n a e M e v it a t o n n o C d n a e v it a t o n e D s ’ e g a m I f o y r o e h T . 2
1 2 e h t n i y a d o
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F Chain so fDenotaitonandConnotaiton
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T fris torde ro fsigniifcaitoni stha to fdenotaiton .A tthi slevel ,there i sa a
s i n o it a t o n n o C . d e if i n g i s a d n a r e if i n g i s a f o g n it s i s n o c n g i
s second-orde ro f
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e w o H . d e if i n g i s l a n o it i d d a n a t i o t s e h c a tt a d n
a er ,Batrhesl ate rgavep irortiy t o e h t m o r f r e if i n g i s e h t e t a r a p e s o t y s a e r e g n o l o n s a w t i t a h t d e t o n e H . n o it a t o n n o c
'l a r e ti l' e h t m o r f l a c i g o l o e d i e h t , d e if i n g i
s (Batrhe s1977 :166 .)
.
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n
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e g a s s e m d n a e g a s s e m a s i h p a r g o t o h p s s e r
p are composed through denotaiton n
o it a t o n n o c d n
a (1977 :15) .A smenitoned i n t he previou sseciton ,denotaiton i s c
n e r e f e r r o g n i n a e m l a r e ti l e h
t e o fa sign ,wherea sconnotaiton i sthe meaning s e d o c r o n g i s a t u o h ti w f l e s ti y b e g a m i n a , s u h T . n g i s a y b d e il p m i r o d e t s e g g u s
h c a e t a h t d e t o n n e h t ) 7 1 : 7 7 9 1 ( s e h tr a B , r e v e w o H . e v it a t o n e d y l e r u p e b o t s r a e p p a
n a e t a i d e m m i n a n i s p o l e v e d s e g a s s e m e s o h t f
o d obviou sway a supplementary n e h t s i t a h t ,) e p a c s d n a l ,t c e j b o , e n e c s ( fl e s ti t n e t n o c e h t o t l a c i g o l a n a n i , e g a s s e m
a s i r e if i n g i s s ti h c i h w , g n i n a e m d n o c e s e h T . n o it c u d o r p e r f o e l y t s e h t d e ll a c
c e h t f o n o it c a e h t f o t l u s e r ( e g a m i e h t f o t n e m t a e rt n i a tr e
h
t a taestheitcism also play sarolei n photography such as i n painitng .In anothe r t a h t y h p a r g o t o h p f o e l o r e h t o t s r e f e r ” y h p a r g o t o h p “ m r e t e h t , w e i v f o t n i o p
.t r a f o l l u f s i h c i h w , g n it n i a p t n e s e r p e r n a c s e m it e m o s
)
f Syntax
r o m n e h w t a h t s e t a t s y l p m i s s e h tr a
B e than one image i sinvolved ,there , s e h tr a B ( s e g a m i f o r e t s u l c r o s e ir e s e h t n o d e s a b l e v e l e v it a t o n n o c w e n a s e g r e m e
r o r e p a p s w e N . n o m m o c y r e v s y a d a w o n e r a s e r u t c i p f o s r e t s u l c r o s e ir e S . ) 4 2 : 7 7 9 1
s e l p m a x e s u o i v b o e r a s t n e m e s it r e v d a d n a s e l c it r a e n i z a g a
m wheremoret han one
e g a m
i s areo tfenused .Anadveritsingcampaign ,mos toft he itme ,use smoret han .
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.i
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h p a r g o t o h p n o t x e t g n i y n a p m o c c a f o t c a p m
i Atlhought heconnotaitveprocedure s r e h tr u f n e v e s e t o n n o c o t o h p e h t f o t x e t e h t , s e g a s s e m l a i c o s s u o ir a v y fi l p m a
h t e r a e r e h T . s e g a s s e
m reepointsr emarkedbyBatrhes:
)
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n o c e s e r o m r o e n o h ti w t i ’ n e k c i u q
‘ -orde rsigni ifeds .In othe rwords ,the h
t f o l a s r e v e r l a c ir o t s i h a s i s i h T . s d r o w e h t s e t a rt s u ll i r e g n o l o n e g a m
i ephoto
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0 2
I I I R E T P A H C
Y G O L O D O H T E M
.
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l p p a e h t h ti w s l a e d s i s e h t s i h
T icaiton o flanguage style sand supporitng .
s t n e m e s it r e v d A s ’ f f o n ri m S n i s t c e j b o l a u s i
v Smrinof fi sa vodka brand tha ti s .
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v A tfer t he Second Wo lrd Wa ,r i twa svitrually t he only e
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v a r .s In January 26th , ,
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s r o ti t e p m o
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n ri m
S off’ sproducts .There are a lo to fkind so fadveritsement semployed by d n a s t x e t n e tt ir w f o m r o f n i g n i s it r e v d a e n i z a g a m s i m e h t f o e n o ; f f o n ri m S
y lt c e ri d s i ti s a y d u t s e h t f o t c e j b o e h t e b l li w g n i s it r e v d a f o d n i k s i h T . s e g a m i
s e l y t s e g a u g n a l o t d e t a l e
r o fw irttent ext .s
. d e z y l a n a e b o t g n i o g e r a t a h t s t n e m e s it r e v d a s ’ f f o n ri m S 0 1 e r a e r e h T
t e n r e t n i e m o s h c i h w m o r f s t n e m e s it r e v d a ’ s e n i z a g a m e m o s m o r f n e k a t e r a y e h T
0 1 e h T . y l e e r f , s e g a m i f o m r o f n i , s t n e m e s it r e v d a e h t e r a h s d n a t e g s e c r u o s e r
s t n e m e s it r e v d
a arechosen because t hey areconsidered relevant t o t he study , .ie . e h t t r o p p u s t a h t s e g a m i l a u tr i v d n a s n a g o l s f o m r o f n i s t x e t n e tt ir w g n i n i a t n o c
e r a s e g a m i e h t d n a a t a d s a n e k a t e r a s t n e m e s it r e v d a e h t n i s n a g o l s e h T
r o p p u s e h t s a d e r e d i s n o c n e h
t itngandgivenvaluest oconsrtuc tcompleteanalysi .s
.
B Approachoft heStudy
c it s i u g n il e h t g n i z y l a n a n
I feature s appiled in the chosen Smrinoff’ s l a c it ir c a s i s c it s il y t S . h c a o r p p a e h t s a d e s u e b l li w s c it s il y t s , s t n e m e s it r e v d a
t e m e h t s e s u h c i h w h c a o r p p
a hod sand ifnding sof t he scienceofl anguagei n t he .
) 3 0 2 : 2 0 0 2 : y r r a B ( s t x e t y r a r e ti l f o s i s y l a n
a The ltierary text shere do no tonly s
a e r u t a r e ti l h ti w l a e
d theyi ncludeno tonlyprosebu talsoothe rnonl tieraryt exts , .
t n e m e s it r e v d a g n i d u l c n
i To deepen and specfiy the approach ,the theory o f e h t s a d e s u e b o s l a l li w n a g o l s g n i s it r e v d a f o s e r u t a e f c it s il y t s d n a s c it s ir e t c a r a h c
. h c a o r p p a g n it r o p p u s
.
C Methodoft heStudy
d e r e d i s n o c s i y d u t s s i h
T a silbraryr esearch .Thewrtie roft het hesi swork s e
s u c o f d n
a sont heSmrinoff’ sadveritsement swhich wli lbeused ast hedata .The m
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t ilnguisitc sbooks .Theset heo ire s .s
i s y l a n a e l b a d n a t s r e d n u d n a r a e l c e k a m o t d e t n e s e r p n e h t e r a
h t n i d e s u s p e t s e m o s e r a e r e h
T e analysis .Datacollecitonw asdonef ristt o .
s i s y l a n a e h t f o s e l p m a s e h t t e
g The data were collected from Smrinof fimage .
t e n r e t n i e h t m o r f n e k a t y l n i a m s t n e m e s it r e v d
a Those adveritsement sappear in .
a i d e m s u o ir a v r e h t o d n a , s e g a p b e w , s e n i z a g a
s i s e h t s i h t , y d u t s e h t f o l a o g e h t h c a e r o T . 1 r e t p a h C e h t n i d e n o it n e
m w as
. y d u t s e h t o t d e t a l e r s e ir o e h t n i a tr e c g n i y l p p a y b d e t c u d n o c
w n o it c e ll o c d n a g n i d n if a t a d r e tf
A ere conducted ,the wrtie rdid some d e s u e g a u g n a l f o s e l y t s e h t e z y l a n a o t s a w t s ri f e h T . s i s y l a n a e h t r o f s p e t s l u f e s u
s t n e m e s it r e v d a s ’ f f o n ri m S e h t n
i to answe rthe fris tproblem in the problem n
o it a l u m r o
f .Thi sstep wa sdonebyr eading t het ext soft headveritsement swhole n e h t e r e w s t x e t e h T . d e s u s e l y t s e g a u g n a l e h t t u o d n if o t d r o w y b d r o w d n a y ll u f
e h T . s e r u t a e f n o m m o c t s o m e h t e e s o t s e r u t a e f c it s i u g n il e h t n o d e s a b d e if i s s a l c
f o t n u o m
a the frequency o foccurrence o feach ilnguisitcfeature wa sneeded t o e
r u t a e f c it s i u g n il h c i h w t u o d n
if occursthemostf requen .t
y r o e h t s ’ s e h tr a B d e s u s e g a m i t n e m e s it r e v d a s ’ f f o n ri m S e h t f o s i s y l a n a e h T
. I I r e t p a h C n i d e n o it n e m n o it a t o n n o c d n a n o it a t o n e d e g a m i f
o The second
y b d e r e w s n a n e h t s a w m e l b o r
p interpreitngt hevitrua lobject s i(mages )combined s
t x e t e h t f o s e r u t a e f c it s i u g n il e h t h ti
w tos eehowt heycreatethewholecontextua l s
g n i n a e
m fo theSmrinoff’ sadveritsement .sThel as tstepwa sdrawing conclusion .t
l p m i o s l a t I .t c u d o r p e h t f o e t a t
s iest heuniversaltiyand itmelessnes so fSmrinoff’ s .s
d n a r b r e h t o h ti w d e r a p m o c ) r e t a w e k il e t s a t t o n s e o d t i t a h t( e t a t s
.
2 ExtraordinaryPurtiyi nEveryDrop
. e s a r h p n u o n a m r o f t a h t s e s a r h p x e l p m o c s y o l p m e t x e t t n e m e s it r e v d a s i h T
e r e h t , t x e t e h t g n i v r e s b
O two main phrase sused .The fris ti s“Ex rtaordinary s i h c i h w ” p o r d y r e v e “ s i d n o c e s e h t d n a e s a r h p n u o n f o m r o f n i s i h c i h w ” y ti r u P
n
i formo fpreposiitona lphrase .Thef ris tphrase“exrtaordinarypurtiy”showst ha t rt
x e “ n o it c i d e h T . e r u p y r e v s i f f o n ri m
S aordinary” i schosen to emphasize the .f
f o n ri m S f o y ti r u p h g i h e h t . e .i , e s a r h p t a h t f o e c n a tr o p m i
s d r o w e h T . s r e d a e r e h t o t t c e f f e n i a g d n a e z it a m a r d o t d e s u s i ” p o r d y r e v e n I “
i v n o c o t d e s u n e s o h
c nce reader s tha t every drop of Smrinof f i s pure . The a
m a r
d itzaitonb irngss enset or eaderst ha tSmrinoffi sverypure.
e h T . e m y h r s n i a t n o c ” p o r D y r e v E n i y ti r u P y r a n i d r o a rt x E “ t x e t e h T
g n i m y h r e h t f o e l p m a x e e h t s i ” y r e v E “ , ” y ti r u P “ , ” y r a n i d r o a rt x E “ d r o w g n i d n e
f s i e m y h r e h T . /: i/ d n u o s e m a s e h t h ti w s d n e h c i h
w uncitoned to please the r
a e ’ s r e d a e
r s.
.
3 Rea lTempta iton
s a h t i ll it s t u b t n e m e s it r e v d a f f o n ri m S n i t x e t f o e s u e l p m i s y r e v a s i s i h T
a m r o f t a h t s d r o w o w t f o s t s i s n o c ” n o it a t p m e T l a e R “ t x e t e h T . s e u l a v c it s il y t s h c ir
n u o
s t e n e t d a o r b e h t d e l a e v e r s a h s i s y l a n a s i h t , m u s n
I o fstyilsitc device s il y t s n o e g a r e v o c r e d i w a s e d i v o r p t I . s t n e m e s it r e v d a s ’ f f o n ri m S n i d e il p p
a sitc s
d n a d e t a r o b a l e n e e b y d a e rl a e v a h s e d o m t n e m e s it r e v d a y n a m e s u a c e b s i s y l a n a
t l u s e r e h t t h g il e h t d e h s o t t n a tr o p m i s i ti , y r a m m u s s i h t e t a ti li c a f o T . d e t a g it s e v n i
e r a d e i d u t s g n i e b s t n e m e s it r e v d a e h t , s u h T . y a w c it a m e t s y s a n i y d u t s e h t f o
n i d e p u o r
g thet ablea sbelow: . 1 l e b a
T Summaryoft heAnalysi sResutl o
N Adveritsemen tSlogans Categories ASptpyililcsaitcito sn
1 WEvaetreyrthingElseTaste sLike Sentence Garllatimermaaitorn ,d ,iciton , y
g o l o h p a r g
2 DExrotrpaordinaryPurtiyi nEvery PAhdrvaesrebia l Grhryammemar ,diciton , 3 Rea lTemptaiton NounPhrase Gomraimssmioanr ,diciton ,
4 ClearlySharp .ClearlySmrino ff APhdrjaesceitv ,Neoun e s a r h P
, n o it c i d , r a m m a r G
e m y h r , n o it it e p e r
5 iHnat vheenW’ toTrrlidedHSamveirYnoouffB?eWenh?ere Senten ce Gelrailpmsimsar ,diciton ,
6 Friend sareWo trhSmirno ff Sentence Gpuranm,sms eamra ,dnicitciton , ,
y ti u g i b m a
7 BeWhoeve rYouWant Sentence Grammar ,diciton 8 DI’ivsecoSvperreeaddSMmyirWnoinffg sSince I Sentence Grammar ,diciton 9 NT aor ttTooSwee tandNo tToo PAhdrjaesceitve Garllatimermaitaorn ,d,r ichyitomne ,
0
1 InvigoraitngRefreshingTaste NounPhrase Gsermamanmitacra ,mdibcigitountiy , , e
.
1 EverythingElseTaste sLikeWater
t , e c n a l g a t
A hei mageand al lvisua lobjectsi n t headveritsemen tseemt o .
n a g o l s e h t h ti w y l e t a i d e m m i e t a l e r r o
c The fris tthing seen by the reader si sa . r e t a w l a r e n i m f o s e lt t o b 4 e d i s e b g n i d n a t s a k d o V y r r e b p s a R f f o n ri m S f o e lt t o b
d n a t u o d a e r p s s i r e t a w s tI . y t p m e d n a n w o d d i a l s i r e t a w l a r e n i m e h t f o e n O
h t e k il t s u j r o o lf e h t d n a r i a e h t g n i d o o lf , d n u o r a g n i h s a l p
s er ain .Thet echniqueo f e h t e r u t p a c o t s t c e f f e k c ir t e t a e r c o t d e n i b m o c e r a n g i s e d c i h p a r g d n a y h p a r g o t o h p
n o g n i s u c o f g n it t e s e h t f o e l d d i m e h t n i t h g il h g i h a o s l a s i e r e h T . ri a e h t n i h s a l p s
j b o e h t f o s e s o p e h T . a k d o V y r r e b p s a R f f o n ri m S e h t , t c e j b o e n
o ect sobviously
t a h t w o h
s theSmrinof fbotltei st hemainf ocus . tIi salso obvioust ha tphotogenia t
n e m e s it r e v d a e h t f o n o it a e r c e h t n i d e s u s a w e u q i n h c e
t ,where the objects ,
y lt c e ri d e r a s e s o p d n a , s t c e f f e , s g n it t e
s conducted to tell the connotaiton tiself , .
e l o h w e h
T o f the image absolutely tell s the reader s tha t Smrinof f e r a e t s a t ’ s d n i k r e h t o e h t e li h w , n i a l p t s u j t o n d n a e t s a t f o h c ir s i a k d o v y r r e b p s a R
e t n e s e r p e r e r a s d n i k r e h t o e h T . r e t a w e k il , n i a l p t s u
j d by fou rbotlte so fminera l r
e t a
w placed beside the Smrinoff .The use o ffou rminera lwate rbotlte sa sthe . t n i o p e h t n i t h g ir t i h o t s m e e s e g a r e v e b r a li m i s f o s d n a r b r e h t o f o n o it a t n e s e r p e r
r a s r e h t o e h t t a h t e z i s a h p m e y lr a e l c t n e t n o c e h t d n a s e lt t o b e h
T ej us tilkeminera l
. ti e k il e t s a t d n a r e t a
w The sense o f aestheitcism also play s a role here . t
u b e v i s n e f f o n e tf o e r a s t n e m e s it r e v d
A deilvered inwell-planned manner ssot ha t h c i h w t r a f o e s n e s a o s l a s i e r e h t , r e h tr u F . s w a l g n i k a e r b d n a e d u r y l e r a r y e h t
d n a r e h t e g o t k r o w e g a m i e h t d n a t x e t e h t , y ll a n i F . m s i c it e h t s e a e h t s n e h t g n e rt s
n e e b s a h h c i h w n o it a t e r p r e t n i g n o rt s a e t a r e n e
g parlty stated by the tex t tisefl , .r e t a w e k il s e t s a t e s l e g n i h t y r e v e d n a e t s a t f o h c ir s i y r r e b p s a R f f o n ri m S r e h t e h w
.
s i h
T adveritsement image i ssilghlty dfiferen tfrom the i mage previously d
e s s u c s i
d atlhough they both talk abou t the same kind o f beverage . The e s u e h t s i t n i o p e m a s e h T . n o it a t o n n o c s ti h ti w k o o l t n e r e f fi d a r e h t a r s i n o it a t o n e d
, e g a m i e h t n i n e e s s A . e g a s s e m s ti r e v il e d o t d e r o l p x e t c e j b o e h t f o e n o s a r e t a w f o
r e t a w e h
t i swhriilng atfe ran o ilvefall sdown ilke a drop o fwate rand form sa g
n i k n ir
d -glass-ilke objec twhere the oilve is l aid on ti .The use o fdigtial i mage g
n it i d
e i sclealry used to create such tirck effec ta si twli lbe very illogica lin .
y ti l a e
r By viewing how t he i magewa screated , ti i sfound t ha tphotogenia also .
n o it a e r c e h t n i e l o r a s y a l
p Ther eason behind t heuseo fwate rast hemainobjec t .
r a e l c y r e v s
i Wateri sconsidered ast hepurestt hing by peoplea s tii sclear ,ha s a
f o e s u e h t e li h W . n i a l p d n a r o l o c o
n n oilve dropping into the wate rrepresen t e h t w o h s e b ir c s e d d n a e s n e s p e e d a s e v i g n e h t e g a m i e h T . e t s a t ll i w r e t a w e h t w o h
ll i w d e s it r e v d a f f o n ri m
S lookandt aste.
, s c it o i m e s f o w e i v e h t n
I Wate rand oilve become the signiifer stha t s ti s w o h s r e t a w e h T . a k d o V y rr e b p s a R f f o n ri m S , d e if i n g i s e h t t n e s e r p e r y l n i a m
y ti r u p .
, f f o n ri m S e h t , t c e j b o n a s i e r e h t , e g a m i e h t f o r e n r o c y r e v e h t t A
d e i n a p m o c c
a b hyt et ex tsaying‘ Ex rtaordinaryPurtiy i nEvery Drop’ .Theuseo f r e h t o n a s i e r e h t e r e h w , x a t n y s f o e u q i n h c e t e h t d e s u t i t a h t s w o h s s e g a m i e l p it l u m
t n e r e f fi D . e g a m i e l o h w e h t f o t r a p a s a d e d u l c n i o t o h p r o e g a m
i from the fris t
, e v o b a d e s s u c s i d t n e m e s it r e v d
a the objec t o f the Smrinof f botlte i s les s e
v it a t o n n o
c andt endst o becomedenotaitve .Thebotltebecome san objec twhich d
e b ir c s e d s
w o n s i
tI cleartha tthewholei magef orm sanewgenera lconnotaitvemeaning g
n i y a
s tha tSmrinoffi sverypurei neverydrop.
.
3 Rea lTempta iton
e b t o n n a c t a h t g n i h t t s ri f , n o it a t e r p r e t n i e g a m i e h t o t n i r e p e e d g n i o g e r o f e B
s i d e t c e l g e
n the slogan tisefl ,‘Rea lTemptaiton’ .A smenitoned in the styilsitc n
o it c e s s u o i v e r p n i s i s y l a n a s e r u t a e
f ,themain key oft hediciton i st heuseoft he o
t g n i d r o c c a , h c i h w ” n o it a t p m e T “ d r o
w Longman :Dicitonary o fContemporary h
s il g n
E ,mean s‘a srtong desriet o have o rdo something even t hough you know s
i tI .’ t o n d l u o h s u o
y obviousthatt headveritsementt endst ot easet her eader sand .
f f o n ri m S f o n o it a t p m e t l a e r e h t f o y ti s o ir u c r i e h t e s a e r c n
i Thi schoice o fword
o w
t background colors . tIi sexacltyshownt hatt hebotltestand sbetween t het wo t
n y s e h T . li v e d n a d o o g f o s e d i s o w t e h t s e h c u o t tI . m e h t f
o axt echniquewa sused d e t a r a p e s n i d e t a e r c r o n e k a t y l s u o i v b o e r e w h c i h w , s t c e j b o e h t e n i b m o c o t
. e n o e m o c e b o t d e ti d e n e h t d n a s g n it t e
s Photogeniawa salso i nvolved hereast he .
d e t p ir c s y li v a e h s a w e g a m i e h t n i e g a s s e m
c s i ti , s c it o i m e s f o w e i v e h t m o r
F leart hatt heobjects ,howt heypose ,and e m o s n i s d e if i n g i s w e n n i t l u s e r t a h t s r e if i n g i s e h t e m o c e b s k o o l y e h t w o h
.s l e v e l t n e r e f fi d
t s ri f e h
T message men itoned in the image i stha tthere are t wo dfiferen t w
, d a b d n a d o o g , s e d i
s h ere the Smrinof fstand sbetween .Finally ,togethe rwtih l a e r e h t s i f f o n ri m S t a h t w o h s o t s e ir t e g a m i e h t , ’ n o it a t p m e T l a e R ‘ , t x e t e h t
o t s r e f e r y l n o m m o c ’ n o it a t p m e t‘ m r e t e h t f I . e l p o e p r o f n o it a t p m e
t asrtongdesrie
h g u o h t n e v e g n i h t e m o s o d r o e v a h o
t peopleknow they shouldnot,t hent het erm e
b o t t n a e m s i f f o n ri m S y b d e r e f f o ’ n o it a t p m e t l a e r
‘ asrtongdesriet o haveo rdo g
n i h t e m o
s peopleknowt hey havet o ,whethe r tii sasino rnot .Smrinofft irest o h t n i k c i h t y r e v s m e e s y ti d r u s b a f o e s n e s e h T . s i n o it a t p m e t l a e r t a h w l l e
t i s
, h c r a e s e r e h t f o g n i n n i g e b e h t n i s r a e p p a o s l a y l s u o i v e r p s a , s w o h s h c i h w e g a s s e m
e l b a t c i d e r p n u d n a e l b a k n i h t n u s i h t h c u o t y l e v it a e r c s t n e m e s it r e v d a s ’ f f o n ri m S t a h t
.
4 ClearlySharp .ClearlySmirnoff
f o e c n a r a e p p a e h t s w o h s e g a m i t n e m e s it r e v d a e h
T someobject silkes talacttie s n
i d n u o f y ll a u s
u icecave so rbigdrop so fwaterf a llo r lfowdownwardandf reeze . e g a m i e h T . s e lt t o b k c a l B e l b u o D e c I f f o n ri m S n e z o r f y ll a u t c a e r a s e ti t c a l a t s e h T
e h t f o e n o t a h t s r e d a e r e h t s ll e t o s l
a stalactties llf s a down and deeply pierce s s e v o r p t I . y c i s k o o l d n a r e t a w n e z o r f m o r f d e m r o f o s l a s i h c i h w , r o o lf e h t h g u o r h t
e h t h g u o r h t e c r e i p n a c t i t a h t o s p r a h s e r a s e ti t c a l a t s f f o n ri m S e h t f o s d u b e h t t a h t
f e k c ir t g n i s u n o it a e r c e g a m i f o e l p m a x e l l e w y r e v a s i s i h T . r o o
lf fect sand
e g a m i l a ti g i d g n i y o l p m e y b d e t a e r c s a w e g a m i e l o h w e h T . a i n e g o t o h
p ediitng
e h t w o h d e n i m r e t e d d n a n o it a e r c e h t n i e l o r g i b a d e y a l p a i n e g o t o h P . e r a w tf o s
. e b y lt c a x e d l u o w e g a m i
b a l l a s i ti , r a e l c y r e v s i e g a m i e h t n i d e z i s a h p m e t p e c n o c n i a m e n
O out i ce .
. s e ir e s e c I f f o n ri m S e h t s t n e s e r p e r e c i e h
T Thesecondi deai sbrough tbyt hepose f o s s e n p r a h s e h t s w o h s h c i h w r o o lf e h t h g u o r h t g n i c r e i p e ti t c a l a t s f f o n ri m S e n o f o
.r o o lf e h t h g u o r h t d e c r e i p s a h t i s a d u b e h t w o h s t’ n s e o d e ti t c a l a t s e h T . e c i e h
t s e r e h t f o k s a t e h
t oft hes talacttiest os howt hes harpbudst heSmrinoffs talacttie s s r e h t o e h t d n a s s e n p r a h s r i e h t f o t c e f f e e h t s w o h s e ti t c a l a t s t s ri f e h t , o S . e v a h
w o h
s wha taresharp .Thisi dear epresent sand t ellst hesharpnes so fSmrinoffI ce .
k c a l B e l b u o D
f f o n ri m S t a h t g n i y a s e g a s s e m r a e l c a s i e r e h t ,t x e t e h t h ti w r e h t e g o t , y ll a n i F
d e m u s s a n e h t s i t x e t n o c s i h t n i ’ p r a h s ‘ d r o w e h T . p r a h s y r e v s i k c a l b e l b u o D e c I
a h t r e h g i h e r a h c i h w l e v e l t n e t n o c l o h o c l a e h t d n a e g a r e v e b e h t f o e t s a t e h t s
a nt he
.s r e h t o
.
5 Haven’ tTriedSmirnoff?Wherei nt heWorldHaveYouBeen?
e h t n i s d a e g a t n i v f o e c e i p r e t s a m a s i t n e m e s it r e v d a e h
T 1960’s . Thus ,
s i s ’ 0 6 9 1 . r e tt a m y ll a e r e g a t a h t n o g n i d n e rt s a w t a h w d n a d n u o r g k c a b l a c ir o t s i h
w e c a p s r e t u o f o a r e e h t d e ll a
.
6 Friend sareWorthSmirnoff
n o it a t o n n o c f o e y e e h t n i y ll a i c e p s e r o s c it o i m e s f o w e i v e h t m o r f d e t a r a p e S
, y d u t s n o it a t o n e d d n
a quesiton s ilke“Whati st hestoryi nsidethi sad?” ,”Whoare ?
e l p o e p e s e h
t ” , and ”What i s t hei rconneciton t o each other? ”are mayberaise d r
e tf
a peopleseeing t headveritsement .Thei mageshowst wo men embracingeach o
T . g n i h g u a l d n a r e h t
o thei rsidei sawomanwho also seemsl aughing .Theman k
n ir d f o s s a l g l l a m s a s d l o h t e k c a j y e r g g n ir a e
w whlie the woman hold sa tal l .
k n ir d f o s s a l
g Whati st hen r eadby t her eadersi st hat t hey know eachothe rand e h t , s e s o p e h t , r e v e w o H . h g u a l m e h t s e k a m t a h t g n i h t e m o s t u o b a g n i k l a t e r a
e h t e r e h w r a e l c y ll a e r t o n s i tI . e r o m l l e t y a m e v a h e b y e h t y a w e h t d n a , g n it t e s
t u b s r u c c o t n e v
e h t f o e n o s a a i n e g o t o h p e s u s y a w l a n g i a p m a c g n i s it r e v d a s a h c u s s e s o p r u p
. e g a s s e m e h t l o rt n o c d n a t c e ri d o t s e r u d e c o r
p Here i sthe banner .The image i s .
n e e s y lr a e l c e r o m e b n a c t i t a h t o s d e m o o z d n a d e p p o r c
n e tf o r e n n a b a h c u S . ” 3 8 ‘ r o 2 8 ’ e m o c l e w “ e k il g n i h t e m o s s y a s r e n n a b e h T
. r a e Y w e N f o n o it a r b e l e c e h t n i s r a e p p
a I ti snow clea rtha tthe even toccur s n
i r o r a e Y w e N e h t g n ir u
d thehoildayo fNewYear .Fu trher , tii ssigniifedt hati t e s o p r o t c a n a s i g n i c a r b m E . s d n e ir f t e e m s d n e ir f h c i h w n i t n e v e n a , y tr a p a s i
h w d n e ir f a y ll a i c e p s e , y d o b e m o s e m o c l e w o t e n o d y ll a u s u s i h c i h
w o si rarely
e
m t .Theposeo fembracings howst hatt hemanweairnggreyj acketi swelcoming .t
e k c a j k c a l b g n ir a e w n a m e h
t Thisi sprovenbyoneo fhi shandholdingaglas so f . t e k c a j k c a l b g n ir a e w n a m r e h t o e h t e r o f e b t s ri f e m o c s a h e h s n a e m h c i h w k n ir d
a m o w e h T . n o it a s r e v n o c l l a m s a n i d e v l o v n i n e h t e r a y e h
T n also join sand
d n a n e m e h t g n i c a f : s e s o p e h s y a w e h t y b n e v o r p s i s i h T . n a m t a h t s e m o c l e w
t e e m s d n e ir f n e h w n w o h s s s e n i p p a h f o e t a t s a y ll a u t c a s i h g u a l e h T . g n i h g u a l
r
f iends .Theglasse sont hei rhandexacltycontainSmrinof fVodka.I tcannowbe p
r e t n
i reted t hatt hei magei si ntended t o showhow andwhatf irendship i sand ti s f
f o n ri m S h ti w p i h s n o it a l e
r .A tthi slevel ,the slogan tex tthen play sa role .The e m o s f o s d r o w n o y a l p a f o t l u s e r a s i ’ f f o n ri m S h tr o w e r a s d n e ir F ‘ n a g o l s
n a g o l s r a il i m a
f s abou tfirendship such a s‘f irend sare wo trh more than money’ , ’
r o f g n it h g if h tr o w e r a s d n e ir f
r a e l c w o n s i e g a s s e
m : firend smeeitng in every occasion are wo trhie rwtih the .
a k d o V f f o n ri m S f o n o i n a p m o c
.
7 BeWhoeverYouWant
s i h
T Smrinof fadveritsemen ti svery unique .I tmainly employ sone main y a p s r e d a e r e h t f i , r e v e w o H . ll a t g n i d n a t s e lt t o b r i m i d a l V f f o n ri m S . e .i , t c e j b o
. n e e s e b n a c t a h t s t n i o p f o t o l a e b l li w e r e h t ,s li a t e d e h t o t n o it n e tt a
i h t e n
O ngt o noitcef risti st het ex t“Bewhoeve ryouwant”placednextt ot he o t e l p o e p g n il l e t n a g o l s a o t s r e f e r y l e t a i d e m m i h c i h w , k c e n s ’ e lt t o b e h t f o t h g ir
, tf e l e h t n O . s e v l e s m e h t e
b nextt o the botlte’ sbody ,aresomefamou sname so f d
n a , l a e r e r a e m o s , s r e t c a r a h c s ’ d lr o
w theres tare ifcititous .I tcan beconcluded t
o n e r a s r e t c a r a h c e h t g n i w o h s s t c e j b o e h t h g u o h tl a t a h
e t a m it l u e h t s i s i h T . g n i n a e m e v i g d n a t s i x
e t irckeffec twhich i sveryuniqueand e h t f o n o it a e r c e h t n i d e v l o v n i y l e t u l o s b a s a w a i n e g o t o h p t a h t e l b a i n e d n u s i t i
. e g a m i t n e m e s it r e v d
a Thename sarearranged i n dfiferent l evelsi ndicated byt he m
o r f , s e m a n e h T . t n e t n o c s ’ e lt t o b e h t f o e m u l o v f o s l e v e
l the above going
, tt i P d a r B , f f o h l e s s a H d i v a D , d u e r F d n u m g i S , i h d n a G a m t a h a M e r a , d r a w n w o d
. n a m r e p u S d n a , o b m a R n h o J , d n o B s e m a J
e h t n O . t e y d e h s i n if t o n s i s e m a n e h t f o t s il e h
T mriror-ilke lfoor ,the s
r a e p p a t a h w f o n o it c e lf e
r above ti i scompletely reflected .Howeve,r t here i san a
d e p p il f d n a d e t c e lf e r t o n s i ’ n a m r e p u S ‘ e m a n e h t s a g n i h t d d
o swhatt hewordi s
s ll e p s t I . n e tt ir
w anothe r ifcitona lcharacter ,‘Sauron’ .This i s, o fcourse ,anothe r t
a e r c e h t y b y l e v it a e r c y r e v d e y o l p m e s i h c i h w t c e f f e k c ir
t or .Sauroni sa ifcitona l e
l d d i M s ' n e i k l o T . R . R . J m o r f r e t c a r a h
c -eatrhf antasyw iritngs .Oneoft hemi st he .
s g n i R e h t f o d r o L y g o li
rt In t he same work ,Sauron i srevealed t o be t he same i b b o H e h T l e v o n r e il r a e s ' n e i k l o T m o r f r e c n a m o r c e N e h T s a r e t c a r a h
c t . In
r e h p o t s ir h C n o s s ' n e i k l o T y b y l s u o m u h t s o p d e h s il b u p ( n o il li r a m li S e h T s ' n e i k l o T
n e i k l o
T ) he i salso revealed to have been the chie f ileutenan to fthe fris tDark .
h t o g r o M , d r o
L However , thi sstudy wli l no t talk fu trhe r abou tthe hidden b
t i s a e g a s s e
m elongst osymbology o rstudy o fsymboilsmwhichdigs in deepe r o
t ex rtac tanddeciphe rthehiddenmessageo rmeaning .
e m u l o v e h t n o d e s a b s e m a n e s o h t f o g n il e v e l e h t s i n o s u c o f o t g n i h t e n O
. f f o n ri m S f o s l e v e
l Here ,based on the state so fthe character ,s the p irnciple o f g
n i s it r e v d a g n i k a
m inspriaitonali sappiled l tierallyand i tspeak svolumes .I tcan t
t a h t d e t e r p r e t n i e
s p a h r e
p h isintellect .Thisi nterpretaitoni scrackedupatt heplacemen toft heHof f d
n
a Brad Pitt i n t he middle patr .Meanwhlie, t hename Sauron i splaced beyond e h t s t n e s e r p e r h c i h w r o o lf e h t n o n o it c e lf e r a s a s r a e p p a t i s a l e v e l e h t
. g n il e v e l e h t h ti w g n il a e d r e t c a r a h c e h t f o ’ s s e n d n o y e b
‘ I trepresent sabsurdtiy . h
t , y ll a n i
F et ext‘ Bewhoeve ryou want’ i splacedi nt hehighestl eve,lt hehighes t e h t li t n u f f o n ri m S s k n ir d e n o e m o s fi t a h t d e t e r p r e t n i e b n a c t I .f f o n ri m S f o e m u l o v
, i h d n a G n e v e r o , o b m a R r o , n a m r e p u S e k il e m o c e b t s u j t’ n o w e h , e m u l o v t s e h g i h
i h e m o c e b l li w e h t u
b msel.f
.
8 ‘I’veSpreadMyWing sSince IDiscoveredSmirnoff’
e h
T adveritsementi sanothe rexampleo fSmrinoff’ sadveritsement sfrom .
a r e e g a t n i v e h
t The adveritsemen tp irnt s were spread ou tto some popula r .
4 7 9 1 n o s e n i z a g a
m One objec tfris tatrtact sthe reader si sa woman posing in .
e n a l p ri a n a e d i s e
. r a e g d a e h d n
a Shei sstandingont hestep sandr esitngt hebacksideo fhe rbodyon r
e d a e r e h t y b t h g u a c n o i s s e r p m i e h T . s g n i w s ’ e n a l p e h t f o e n
o s ti st ha thewoman
e n a l p e h t y lf o t t u o b a y l e k il s
i , ro perhap sshehas l anded atfe r lfying t heplane , d
n
a then posing in fron to fcamera . tI i sobvioust hatt herewere no specialt irck r
e h t o e n O . r o t a e r c e h t y b d e s u s t c e f f
e usedwasphotogeniawheret heobject swere o
i v b
o uslydriectedt o createsuchascene .Thesetitng mightt akeplacei n asmal l o t d e v l o v n i o s l a s a w e r u d e c o r p x a t n y s A . r a g n a h a r a e n e c a l p e m o s r o t r o p ri a
. e g a m i e h t o t n o o g o l f f o n ri m S d n a s t x e t e m o s d e b m e
n g i s e g a m i e h t y b d l o t e t a t s e h
T iife stha tthe woman ,the beautfiu lsexy ‘
e h t n i d e n o it n e m s a , e m it t a h t t A . e n a l p a y lf n a c , n a m o
w Haven’ tT ired
? n e e B u o Y e v a H d lr o W e h t n i e r e h W ? f f o n ri m
S ’analysis ,women became the c
i p o t l a rt n e
c which wa so tfen brough tby media .There were vairou screaitve e
h t s a n e m o w g n i s u s a e d i s y o l p m e t a h t s k r o
w objects .Thei deaof‘ womendoing a e d i e h T . s y a d a w o n l it n u s i ti n e v e d n a d e s u n e tf o s a w ’ g n i h t t a e r g a s i b o j s ’ n e m
a y lf n a c n a m o w y x e s l u fi t u a e b a : r a li m i s s i t n e m e s it r e v d a s i h t m o r f d e r u t p a c
i d n a e n a l
p t i sa very great t hing .To have such men ablitiy ,she i sabsolutely a e v ’ I ‘ g n i n o it n e m t x e t e h t h ti w d e x i m y l e t e l p m o c n e h t s i a e d i e h T . n a m o w t a e r g
s t e e m n e h t h c i h w ’ f f o n ri m S d e r e v o c s i d I e c n i s s g n i w y m d a e r p
s both of t hem in
m r e t e h
t fo ‘lfying’ .‘Spread wings ’canber eferred t o ifnding outt hepotenita lo r n a c h c i h w , l o o t e h t s a o t d e r r e f e r s i ,t c e j b o r e h t o n a s a , e n a l p e h T . y lf o t y ti li b a
n a m o w e h t e k a
m eb ablet o lfy o rcan b irng t he woman lfying on t he sky .The m
S e h t s a d e m u s s a e b n a c n e h t e r e h e n a l
, ’ y lf ‘ o t e l b a e
b to reach whateve rheo rshe wants; something which fris tlook s .
e l b i s s o p y r e v s e m o c e b n e h t t u b e l b i s s o p m i
.
9 No tTooSwee tandNo tTooTart
o n ri m S f o e n o f o e l p m a x e n a e v i g o t n e k a t s i t n e m e s it r e v d a s i h
T ff’ s
d n a t n i o p e h t o t t h g i a rt s s e o g h c i h w s t n e m e s it r e v d
a doe sno tcontain any fu trhe r e l p p A n e e r G e c I f f o n ri m S a s i e r e h t , e g a m i e h t n o n e e s s A . e s n e s e v it a t o n n o c
t x e t r e p p u e h T . s t x e t e m o s r a e n g n i d n a t s , s e ir e s e c I f f o n ri m S f o e n o , e ti B
d n i k e h t s e b ir c s e
d ort henameoft heproduct, t
a h t d e t a t s s e h tr a
B theeffec to fconnotaiton probably dfifer saccording t o t i s s e l e h t , e g a m i e h t o t t x e t e h t r e s o l c e h T . d e t n e s e r p s i t x e t e h t h c i h w n i y a w e h t
ti e t o n n o c o t s m e e
s (1977:27) .He conitnues t hati t i si mpossible that t heword s , d n o c e s r e h t o e h t o t e r u t c u rt s e n o m o r f t n e m e v o m e h t n I . e g a m i e h t e t a c il p u d
. d e p o l e v e d y l b a ti v e n i e r a s d e if i n g i
s Thestatement ssrtengthen t he ifnding i n t he g
n i w o h s s i s y l a n
a thatt hefris ttex toft hi sadveritsemen ti sverycloset ot hei mage o
t s d n e t t x e t e h t e r o f e r e h t , fl e s ti e g a m i e h t s e b ir c s e d t i s
a denote rathe rthan to .
e t o n n o
c A si ti sshown ,the fris ttex ttell sabou tthe name o rthe brand o fone f
f o n ri m
