Signifier: White background space, colorful circles with letters, simple layout, "communication just got sweeter."
Signified: The center of the page is the most important with the most color and focus. This advertisement for M&M's is playful but may not target small children because they wouldn't recognize the keyboard format of the M&M's relating to the play on words, "Communication just got sweeter." The color of the ad also gives off a happy vibe to any viewers. The white background was a good choice to contrast and keep the ad cheery. A black background would've looked nice against the M&M's, but the message wouldn't give off the same happy feeling.
Evidence: M&M's is advertising a new feature that adds personality to their candy. They don't just come out and say, "You can start sending messages to your friends and family by customizing your M&M's." They give their audience a picture that speaks mostly for itself. The company provides a tagline that brings the picture together. Overall, the feeling is playful because bright colorful pictures remind viewers of childhood and a simpler time. If the colors were the same but darker, or lighter, they may give off a different vibe to consumers.
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