Advertising as social communication -- semiotics - Essay Example

Karl Marx has defined commodities as products that are independent in nature and have some form of value that humans need or enjoy (Economic Manuscripts, 1993). The ad that is chosen for this particular topic is that of Marlboro cigarettes which are quite known and popular in the world being one of the most bought of that particular commodity. Cigarettes are now sold worldwide and a large part of the global population smoke and the tobacco companies are trying harder now than ever to maintain the brand loyalties that they have earned over the years from their customers.

Not only this, companies strive now at a greater pace to perhaps snag a few customers from other brands or to pull in those who have recently begun smoking. So one can say that Marlboro cigarettes are a lifestyle commodity and one of which the exchange value sign value has been overshadowed by its use value. As in the marketing world exchange is a major component and for any exchange to take place there has to be knowledge in the minds of the consumers or buyers and sellers. This particular ad attempts to project to the general public that their particular need can be complimented by the use of this particular brand of cigarette.

Thought a lot of advertisements may rely on the idea of abstraction to convey their message across to the public there is a certain risk that is to be ascertained when this route is taken. Not everyone may be on the same page as those who created the advertisement and the whole concept may not even be mean what the people behind the desk even wanted. There is no real form of abstraction in this particular advertisement that has been published by Marlboro. The simple idea is to introduce the product and a male figure has been introduced with who the male population at large is sensed to be on the same level with.

The typical western theme that has been employed by this particular company again is highlighted as a sense of manliness is trying to