Agency: Cerebro Y&R, Panama
What you see in the adverts are two kinds of different fruits that normally carry small seeds. However, in this ad the seeds has fallen out of the fruit and is placed right in front of it. The product that is advertised for is small and placed in the corner so that the focus is on the fruit. The advert is strongly based on art direction because there is no copy in the ad. The image gives out a strong message without using any words.
Image of Kiwi - Signified
Word Kiwi - Signifier
= Sign Kiwi
The denotation of the ad is the seedless fruits Kiwi and strawberry that is represented in the ad. The connotation of the seedless fruits is that fruit is a symbol of something healthy. This fits well with the client, Colgate Dental Floss which represents healthy teeth. They have also decided to use fruits with tiny seeds that is quite hard to remove if you tried, and that is why the seeds gives the ad meaning. The fruits and their seeds stand for what the product does.
Overall, what you understand from the ad is that the product which is Colgate Dental Floss is so good that it can remove the tiniest bits of any food in your mouth without any problem.
OUCA401
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