Exercise 4.5: Signifier - Signified

Brief:  Find an advert which has some clearly identifiable signs. List the signs. What are the signifiers? What is signified?  

Jonathan Knowles is a leading still life, graphic photographer, who specialises in advertisements. Based in London, his images have helped to market leading brands such as, McDonalds, O2 and Guinness. 

During the Rugby World Cup, one of Jonathan Knowles' images was used by Guinness to advertise their drinks. 

Jonathan Knowles has constructed an image that encourages men (there are no specific female signs) to drink Guinness together, whilst watching the rugby match. By doing this, they are involved together in the match, just like the  team they are supporting.