Today i will talk to you about a famous class book case in advertising: The french pasta brand panzani ad's.
I was thinking that if were already analyzing advertisement from around the world, we might as well learn from true professionals about it.
This particular ad was analyzed by Roland Barthes (French literary theorist, philosopher, linguist critic and semiotician, basically a superstar advertising analysts that made communication student over the word suffer to learn he's methods)
Acoording to Barthes they are three levels of analysis to each advertisement:
The linguistic message
The symbolic message
The literal message.
What does Barthes mean by this 3 levels?
The linguistic message is what is written on the advertisement: Pate (Pasta), sauce (sauce), parmesan, A l'Italienne de luxe (Italian luxury style). So whats the deal with the french brand? Why does it look so Italian?
Well thats the thing about Barthes explanation, if it looks Italian, smell (almost) Italian and has parmesan on it, it's obviously Italian.
According to Barthes, the market bag, the ripe tomatoes, the red color dominating, all of this are part of the symbolic message: We are a french brand, but boy you are going to feel Italian by eating our pasta.
Thats what i wanted to share with you guys, in advertising, perception is the most important thing, without it, even the most pretty ad will not work.
So keep it in mind aspiring ad men (and woman).
'Till next time…
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