Ex. 4.5: Signifier – Signified

I was asked to find an advert from a magazine, newspaper or the internet, which has some clearly identifiable signs. I found this advert for Graham’s milk in a magazine.


Signifier Signified
Green, soft lettering “Goodness” in text- soft lettering to appear friendly and welcoming/inviting. The green ties into the green of the grass.
White background “Nothing added nor taken away”, “natural” – simplicity of the product reflected in simplicity of the advert.
Leaves behind milk The purest, clean image that would hark back to the “family dairy”. Again, “natural”.
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