ЧИТАЊЕ РЕКЛАМНОГ ТЕКСТА / ГЛОБАЛНА COCA-COLA КАМПАЊА „KISSED BY“
READING THE COMMERCIAL TEXT / THE GLOBAL COCA-COLA CAMPAIGN “KISSED BY“

Summary/Abstract: Culture in the modern society is perceived very broadly, i.e. culture is approached from the point of view that is an integral part of all the aspects of human life in which the process of meaning production is realized. Semiology, structural and post-structural ideas influenced the attitude that culture can be interpreted and analyzed as a text and that each cultural phenomenon can be interpreted, read, and decoded. Roland Bart pointed to the fact that everything which surrounds an individual, from clothes and food, through music, commercials, films, to the way people behave and move, can be read into. This paper deals with reading into within the framework of the commercial/advertising discourse, where the accent is placed on the global campaign by which the Coca-Cola Company marks one hundred years of existence of the packaging of its most well-known product. The campaign “Kissed By“ offers possibilities for different reading into the subject positions which the consumer can take. The commercial texts are increasingly complex, the narrative levels pile up, and as a consequence the consumer is faced with a dilemma in which way to read into such a text. The meaning of a text depends on the process of reading, on the interpretation, i.e. the text exists in relation to individuals or groups it addresses, or the ones who use it. In the modern media surroundings, the audience does not perceive any longer the passively served commercial contents, but on the contrary it actively takes part both in reading and its re-arrangement and its further marketing.

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