Semiotics Analysis

By: Austin Heughan

The party doesn't start till the Heineken begins to pour.

QuickTime™ and a decompressor

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Symbol #1- The first symbol in the commercial is the bar.Claim : The bar is very boring with only three people inside and none of them are talking to

each other. Followed by a man playing the piano which screams that there is no party

here. When the camera turns to the bartender the Heineken isn't flowing which is just another

sign that there is no party.

Symbol #2 - The second symbol in this advertisement is when the bartender puts it in

to second gearClaim : Second gear gets the party rolling. The bar starts to transform into a urban and cool

place to hangout. The heineken is being poured in to the glass which shows the party has

begun.

Proof : The dictionary defines second gear as the lowest gear. Used to start a car moving. Just

like how second gear is used to get the party moving.

Symbol #3 - The third symbol is when the bartender puts it into third gear.Claim : The party starts to pick up in speed

(the the piano player gets flipped for a band) changing the speed of the music.This is also

shown in the way the bar continues to transform (e.i. The backslash turns into a fish tank). The Heineken continues to be poured.

Proof : the dictionary defines third gear as the steering gear. It continues to excel

the speed of the automobile.

Symbol #4 - when the bar tender puts the bar in to fourth gear.Claim : Fourth gear separates the men from the

boys. This is shown in how the bar changes from the things that will fascinate boys such as

the fish tank to the things that will fascinate men like the beautiful women and the elegant

soiree. Or the classy lounge.

Proof: The fourth gear is usually the highest gear in classic cars.

Symbol #5 - When the bartender puts the bar into fifth gear

Claim : The wall folds down and it turns into a dance party where the men who can dance

dance are separated from those who make a fool out of them selves.

Proof : Fifth gear is the highest gear of an engine. In fifth gear the car is moving its

fastest.

Symbol #6 - The sliding bar top gets stuck Claim : even when the bar starts to get out of control the man is smooth just like Heineken

and clam and sets things straight.

Proof : Honourable beer testers say that Heineken is one of the smoothest beers.

Its all about the Heineken