Super Bowl Commercials: Signifiers and Signifieds

   For this blog, I'd like to give you a deeper perspective of this SodaStream ad featuring Scarlett Johansson.

           

   By identifying the signs and analyzing what they mean, the overall idea you have of an ad is likely to change. You may never look at ads the same! In this post, I will name twenty signs within the Super Bowl Commercial that's received well over 11 million likes on YouTube alone.

   Let's start with the obvious:
Sign 1
Signifier: Scarlett Johansson
Signified: Success, Beauty, Wealth, Fame

Sign 2
Signifier: White Theme -did you notice the overuse of white?
Signified: Innocence, Purity, Goodness, Virginity, and Perfection

Sign 3
Signifier: Robe
Signified: Promiscuity, Wealth, Luxury, Relaxation

Sign 4
Signifier: White & Silver Drinking Straw
Signified: Playfulness, Seductiveness, Flirtatious

Sign 5
Signifier: Silver walls
Signified: Wealth, Prestige, Glamour, Modern, Hi-Tech

Sign 6
Signifier: Orange (soda)
Signified: Warmth, Optimism, Rejuvination

Sign 7
Signifier: "Saving The World"
Signified: Soda Stream is.. Revolutionary, Advantageous

Sign 8
Signifier: Bubbles in background
Signified: Renewal, Reinforcement of SodaStream bubbles, Cleanliness

Sign 9
Signifier: "It's better for you and for all of us."
Signified: Health, Transferrence (If Scarlett Johanssen drinks it and looks good, I will, too!)

Sign 10
Signifier: White to Black room change
Signified: Innocence to Naughtiness, Purity to Dirtiness, Good to Bad

Sign 11
Signifier: Jazzy Music
Signified: Elegance, Sophistication, Seduction

Sign 12
Signifier: Male Narrator
Signified: Sexual, Dominance (He gives her approval "Yea, Scarlett. You're changing the world."), Masculinity 

Sign 13
Signifier: Clear & Black Drinking Straw
Signified: The change of color represents a change in idea: Innocence to Naughtiness (This is a repetitive theme) The color change completely changes the flirtatious idea of the straw. It is now a symbol of sexuality (Male Genitalia.)


Sign 14
Signifier: Black Dress
Signified: Sophistication, Elegance, Darkness, Sex Appeal

Sign 15
Signifier: Facial Expressions (Head movements, eyes closed, lips puckered)
Signified: Submission, Vulnerability, Promiscuity, Desire

Sign 16
Signifier: Blue backdrop
Signified: Power, Mysteriousness, Seriousness

Sign 17
Signfier: The Light Focus
Signified: Light only being focused on Scarlett is obvious... it is emphasizing her! It is a symbol that focuses on her beauty and sex appeal.

Sign 18
Signifier: Larger Bubble Decor
Signified: This takes the first idea further. More cleanliness, more renewal, etc.. just in a different 'lighting.'


Sign 19
Signifier: White, Round Table (Used to display SodaStream)
Signified: Wholeness, Innocence, Purity, Unity, Equality

Sign 20
Signifier: Black Platform (Used to display Scarlett Johansson)
Signified: Darkness, Unity, Display (Scarlett becomes the focal point rather than SodaStream)

After reading this, go ahead and rewatch that ad!