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SEMIOTIC ANALYSIS OF CAFÉ NOIR’S COMMERCIAL "THE MIME’S DATE"

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Vitkauskaitė L.
Czech Journal of Social Sciences, Business and Economics
|
2015
|
vol. volume 4
|
issue issue 1
34-42
EN
This paper focuses on audiovisual commercial. The aim of the article is to apply semiotic analysis to Café Noir’s video commercial “The Mime’s Date”. The first part of the article reviews the commercial and the way it is realised. The following part of the article analyses the commercial video “The Mime’s Date” discussing the symbols and codes present in it and analysing their possible meanings. Advertising is an industry of promises. It promises more than the product advertised can give. The creators use a lot of signs and symbols in their works. The creators “play” with the psychology and the subconsciousness of people. The commercial “The Mime’s Date” by Café Noir is not an exception. Having analysed this commercial video, the meaning of the visual message has been revealed. This commercial wants to create an illusion that coffee can “transport” everyone into a life full of luxury, elegance and pedantry. It also reveals that the coffee pod alone can seduce the opposite sex. Therefore, certain instances of contrafacts are prevailing in the situation.
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