Advertising has been a significant concept in our everyday lives for a long time. When exactly did advertising begin? Early examples of advertising were found in the ruins of Pompeii. Others argue that prehistoric cave paintings were a form of advertising. Tungate says it’s safe to say that “advertising has been around for as long as there have been goods to sell and a medium to talk them up.” (Tungate, 2007, p.10) Roland Marchand claims in Advertising the American Dream (1985), advertising took on a new scope and maturity between the 1920s and 1930. The number of advertisements has been increased, however, this is not the only change, also, advertisements started to pay attention to consumers more than the product itself. This progress to a focus on consumer anxieties and satisfactions made American advertising ‘modern’. In this paper, I will analyse couple of Coca-Cola commercials by using the semiotic approach and David Machin’s method.

Research question:  

 The research question of the paper is, how Coca-Cola company commercials organise and constructs reality, how ideology and meanings are produced within the ad discourse, and why images are the way they are.


With the help of the semiotic approach, I will try to discover what features of the commercials persuaded people to prefer Coca-Cola.


I will analyse couple of Coca-Cola commercials by using the semiotic approach and David Machin’s method.



  1. Introduction
  2. Literature review 
  3. Methodology
  4. Analysis
  5. Conclusion 
  6. References

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