Every year, millions tune in to watch the Super Bowl. The reasons not just for the game itself, but also for the highly anticipated commercials that air during the breaks. These commercials often employ sophisticated advertising techniques to captivate audiences and leave a lasting impression. One such technique is Semiotics – the study of signs and symbols and their interpretation. In this blog, we delve into the world of semiotics in advertising. Specifically, we focus on how symbolism is used in Super Bowl commercials to convey messages and evoke emotions.
Understanding Semiotics
Before we dive into the analysis of Super Bowl commercials, let’s first understand the basics of Semiotics. At its core, Semiotics is the study of signs and symbols and their meanings. These signs can be anything that conveys meaning, including words, images, sounds, and even gestures. By understanding the underlying symbolism in advertising, marketers can effectively communicate messages to their target audience.
The Power of Symbolism in Advertising
Symbolism plays a crucial role in advertising as it allows marketers to convey complex ideas and emotions in a simple and memorable way. Symbols have the power to evoke universal meanings and tap into the collective unconscious of the audience. By using symbols that resonate with their target demographic, advertisers can create a deeper connection with consumers. Therefore, leaving a lasting impression.
Decoding Super Bowl Commercials
Now, let’s apply the principles of Semiotics to decode some of the most memorable Super Bowl commercials in recent years. By analysing the symbols used in these advertisements, we can uncover the hidden meanings behind them. Thus, understand why they resonate with audiences.
Doritos: The Power of Humour
In 2010, Doritos aired a commercial during the Super Bowl featuring a little boy slapping a man who was getting too close to his mother. While on the surface, this may seem like a simple comedic skit, it carries deeper symbolic meaning. The act of the boy protecting his mother symbolises the idea of protection and security. Thus, tapping into the primal instinct to protect loved ones.
By incorporating humour into the ad, Doritos effectively engages the audience while delivering a powerful message about the product’s ability to satisfy cravings.
Coca-Cola: Unity & Diversity
Coca-Cola is known for creating emotionally resonant commercials, and their Super Bowl ads are no exception. In 2014, Coca-Cola aired a commercial featuring people of diverse backgrounds singing “America the Beautiful” in different languages. This ad beautifully encapsulates the themes of unity and diversity. They utilise the symbolism of the song to convey a message of inclusivity.
By celebrating cultural diversity, Coca-Cola not only promotes its brand but also fosters a sense of belonging and acceptance among viewers.
Budweiser: The Bond Between Man & Horse
Budweiser has a history of producing heart-warming commercials that tug at the audience’s heartstrings. Their Super Bowl ads are no different. One of their most memorable commercials aired in 2013. It features a heart-warming bond between a Clydesdale horse and its trainer. The symbolism of the horse represents strength, loyalty, and tradition. While the bond between the horse and its trainer evokes feelings of companionship and trust.
By tapping into these universal themes, Budweiser creates an emotional connection with viewers. Therefore, reinforcing its brand image as a symbol of friendship and camaraderie.
Nike: Empowerment Through Sport
In 2019, Nike aired a commercial during the Super Bowl titled “Dream Crazy,” featuring former NFL quarterback Colin Kaepernick. The ad showcased athletes from various backgrounds overcoming adversity and achieving greatness in their respective sports. The symbolism of the commercial lies in Kaepernick’s presence. Thus, representing the spirit of resilience and empowerment in the face of adversity.
By featuring athletes who have defied expectations and challenged societal norms, Nike sends a powerful message about the transformative power of sport. The commercial resonated with audiences by tapping into the universal themes of perseverance and determination. Therefore, positioning Nike as a champion of social justice and equality.
Amazon: Bridging Generations with Alexa
In 2020, Amazon’s Super Bowl commercial titled “Before Alexa” depicted scenarios from different time periods. The commercial showed people imagining what life would be like with Alexa’s assistance. The ad featured humorous situations, such as knights requesting help from “Alexa” in medieval times. Also, it showed astronauts using voice commands in space. The symbolism in the commercial lies in the portrayal of Alexa as a revolutionary technology. Thus, transcending generations, bridging the gap between past and present.
By highlighting the versatility and convenience of their product, Amazon effectively communicates its brand message while entertaining viewers with clever historical references. The ad resonated with audiences by tapping into the universal desire for simplicity and efficiency in everyday life. Thus, positioning Alexa as an indispensable modern convenience.
Conclusion
In conclusion, Super Bowl commercials are more than just advertisements – they are powerful storytelling tools. They employ Semiotics to convey messages and evoke emotions. By analysing the symbolism used in these commercials, we can gain deeper insights into the underlying themes. And therefore, the motivations behind them. Whether it’s using humour to engage audiences or celebrating diversity to promote inclusivity, Super Bowl commercials continue to push the boundaries of advertising. Thus, captivating viewers around the world.