A Semiotic Analysis of Five Different Flavors of Cadbury Chocolates

An Academic Paper presented to

Dr. Claudette A. Baluran

In Partial Fulfillment of the Requirements for the Course:

ENGLISH 240- English in the Media

By:

Jean T. Casa

AB English 4B

August 2017
Introduction

Most studies describe semiotics as the study of signs and symbols and there

interpretations. Oxford Advanced Learners Dictionary (2007) defines semiotics as the study of

signs and symbols and of their meaning and use. While semiotics according to Encarta

Encyclopedia (2004) also known as semiology, is the science of signs.

Semiotic analysis was said to begun by two people, Charles Sanders Peirce, an

American philosopher and a Swiss linguist Ferdinand de Saussure. Both Peirce and Saussure

base their theories on the fundamental distinction of the sign between the signifier and the

signified, that is, between the oral or written form of the sign and the meaning it embodies.

According to Saussure, semiotics is the signs found in texts. Signs that are understood when

the signifiers and signified are combined. Charles Sanders Peirce on the other hand, focused

on three aspects of signs: iconic, indexical, and symbolic dimensions.

Saussure as cited in Chandler (2000) defined signifier as the form of which the sign

takes. It is the material sign of language, the actual letters, sound and symbol used to

represent what the speaker/writer wants to communicate. Signified on the other hand, deals

on concept it represents. It is not the material object but an abstract concept of what the

signifier means.

In advertising, the product has both contains a signifier and signified. The signifier are

the colors, brand name, logo, design, technology and punch line. The signified has two

meanings which are known as denotative and connotative. The meaning of the product is

denotative meaning. The connotative meaning is the profound and secret meaning of the

product (Chandler, 2007). In short, denotative is the literal meaning of an advertisement while

the connotative is hidden one or other meaning aside from denotative.

Charles Sanders Pierce categorized the patterns of meaning in signs as iconic,

symbolic and indexical. According to him iconic sign looks like what it represents--a picture of

a dog, for example. The meaning of a symbol, like the flag or the Statue of Liberty, is

determined by convention. An indexical sign is a clue that links or connects things in

environment. For example, smoke is a sign of fire, ice is a sign of cold and red color is a sign

of danger etc.
 Body

For this academic paper, I will analyze the signifier and signified in five flavors of one

of the famous brands of chocolates that we love the most. Chocolates is one of the favorite

sweets of people. It can be a gift to someone we love or a treat to ourselves. According to

Esrom Aritonang on his blog last November 2016, Chocolate gift has a strong symbolic

meaning as love, passion, care and happy life.

In the blog of Aritonang, Chocolate or Theobroma Cacao was cultivated thousands

year ago by Mayan and Aztec people. It was originally grown in Amazon and South America.

According to him, Spanish colonizer was controlling chocolates trading and brought to Europe

since 18th century. British chocolate company J.S. Fry & Sons created the first solid edible

chocolate bar from cocoa butter, cocoa powder and sugar in year 1847. Today, according to

Aritonang, Switzerland is the country that produces the best chocolate in the world.

Now let us know more about a brief history of the Cadbury Company, one of the

Worlds favorite brand of chocolates. The information placed here is taken from Cadburys

official website for us to know or have some idea about their company.

John Cadbury was one of ten children of Richard Tapper Cadbury, a prominent Quaker

who had moved to Birmingham, England from the West Country in 1794. In 1824, 22-year-old

John Cadbury opened his first shop at 93 Bull Street, next to his father's drapery and silk

business in the then fashionable part of Birmingham. Apart from selling tea and coffee, John

Cadbury sold hops, mustard and a new sideline - cocoa and drinking chocolate, which he

prepared using a mortar and pestle.

Cocoa and drinking chocolate had been introduced into England in the 1650s but

remained a luxury enjoyed by the elite of English society. Customers at John Cadbury's shop

were amongst the most prosperous Birmingham families, the only ones who could afford the

delicacy. Cocoa beans were imported from South and Central America and the West Indies.

Experimenting with his mortar and pestle, John Cadbury produced a range of cocoa

and chocolate drinks, the latter with added sugar. The products were sold in blocks:

customers scraped a little off into a cup or saucepan and added hot milk or water.

John Cadbury had a considerable flair for advertising and promotion. "John Cadbury is

desirous of introducing to particular notice 'Cocoa Nibs', prepared by himself, an article

affording a most nutritious beverage for breakfast," announced his first advertisement in the

Birmingham Gazette in March 1824.

 He soon established himself as one of the leading cocoa and drinking chocolate traders

in Birmingham. The popularity and growing sales of John Cadbury's cocoa and drinking

chocolate of 'superior quality' determined the future direction of the business. In 1831, John

Cadbury rented a small factory in Crooked Lane not far from his shop. He became a

manufacturer of drinking chocolate and cocoa, laying the foundation for the Cadbury

chocolate business.

These early cocoa and drinking chocolates were balanced with potato starch and sago

flour to counter the high cocoa butter content, while other ingredients were added to give

healthy properties.

By 1842, John Cadbury was selling sixteen lines of drinking chocolate and cocoa in

cake and powder forms. As the enterprise prospered, in 1847 John Cadbury rented a larger

factory in Bridge Street, off Broad Street, in the centre of Birmingham and went into

partnership with his brother Benjamin - trading as Cadbury Brothers of Birmingham.

The retail side of the business in Bull Street was passed to a nephew, Richard Cadbury

Barrow in 1849. Barrow Stores, as it became, traded in Central Birmingham until the 1960s.

A major turning point for the cocoa and chocolate industry came in the mid-1850s,

when taxes on imported cocoa beans were reduced by Prime Minister William Gladstone. The

previously prohiitive chocolate products were now within the reach of the wider population.

Cadbury Brothers received their first Royal Warrant on February 4, 1854 as

'manufacturers of cocoa and chocolate to Queen Victoria.' The company continues to hold

royal warrants of appointment.

During the 1850s business began to decline. The partnership between the first

Cadbury brothers was dissolved in 1860, a difficult time in the company's history.

John Cadbury's sons Richard and George, who had joined the company in the 1850s,

became the second Cadbury brothers to run the business when their father retired due to

failing health in 1861. John Cadbury devoted the rest of his life to civic and social work in

Birmingham until his death in 1889.

Although they had worked in their father's business for some years, the prospects for

Richard. 25, and George, 21, were daunting. Their first five years were a period of unremitting

toil with few customers, long hours and very frugal living. Both seriously considered taking up

other vocations - Richard as a surveyor in England and George as a tea planter in India.

George was focused on manufacturing, and Richard with sales, but in the early days

both brothers went out and promoted their goods. Due to their dedication, sheer hard work
and improvements in the quality of Cadbury cocoa products, the business survived and

prospered.

Today, Cadbury chocolate is one of the worlds best-selling brands, with more than $3

billion in net revenues in 2016 and can be found in more than 40 countries. Their biggest

market is in the U.K., Australia, India and China. Cadbury chocolates nowadays, is

manufactured in more than 15 countries around the world.

Now lets analyze the five flavors of Cadbury chocolates using the semiotic analysis.

1.

On the first flavor of Cadbury chocolate we can directly identify the signifier based

on the picture. Signifiers that we can found there are the name of the product and the

company which is Cadbury Dairy Milk Medley and the description of what the customer can

be found on this chocolate which is dark chocolate chips caramelized hazelnuts and raspberry

pieces. There is also a percentage of Guideline Daily Amount or GDA at the left side and the

word new in a capitalize form. The picture of a raspberry, hazelnuts and dark chocolates are

also present and considered as a signifier, as well as the picture of the chocolate bar topped

with the main ingredients present on the product. The colors found in the product is also

considered as signifier: yellow, white, pink, red, brown and purple.

Now lets identify the signified of the first picture. The name of the product and

company is present to ensure that the product wont be owned by other brands of chocolates.

The description of what the customer can be found on the chocolates is also present, just to

inform of the main ingredients that used to make this flavor. Guideline Daily Amount or GDA is

present to make us aware of the percentage of calories, fat, sugar, and salt for the consumer

to enjoy as part of the healthy and active lifestyle. The signified of the word new in a
capitalize form, indicates or lead us in a conclusion that its a newly product that the consumer

needs to try. The picture of the raspberry, hazelnuts and dark chocolates present it gives the

costumer an actual picture what the main ingredients look like. As well as the picture of the

chocolate bar topped with the main ingredients, it gives also the customer an idea that the

main ingredients is not mixed inside the chocolate bar but only topped on it.

Then when it comes to the color, the color yellow associated with intellect,

freshness, and joy according to the theory of color terms of Wierzbicka in year 1996. Color

white is associated with light, goodness, innocence, purity, and virginity. It is considered to be

the color of perfection. White means safety, purity, and cleanliness. In advertising, white is

associated with coolness and cleanness and also suggest simplicity. The color pink signifies

romance, love, and friendship (Wierzbicka, 1996). Color red and brown are just simply tell us

the exact color of a raspberry and original chocolate made by cocoa. And lastly is the royal

purple, which psychologically present luxury and quality. Cadbury chocolates used the royal

purple for 100 years ago, also to honor Queen Victoria of United Kingdom.

2.

For this flavor of Cadbury chocolate the signifiers are the following. The name of

the product and the company Cadbury Dairy Milk Oreo, a picture of a biscuit and the color

found on this product. While the signified for this picture are the following. The biscuit found

on this one is not only an ordinary cookie but an Oreo cookie that mix on the chocolate and

produced this kind of product. Oreo and Cadbury are part of the brand family under Mondelz

International. Mondelz International one of the worlds largest snacks companies. They hold

the No. 1 position globally in biscuits and candy as well as the No. 2 position in chocolate and

gum. Its really a big company and no doubt that Cadbury used one of the product under

Mondelz International to create a flavor that the customer can also try.

When it comes to the color yellow still considered as yellow associated with

intellect, freshness, and joy. An enjoyment when the customer tried this product. Next is the

color white associated with coolness, cleanness and simplicity. Simplicity in the logo of
Cadbury makes it classy, it cant distract the customer but make them more interested on the

product. Then the last color present in the second picture is the purple. The meaning of purple

color on this picture is the same on the first one above. It present luxury and quality.

3.

The third flavor of Cadbury Dairy Milk also have a lots of signifiers and signified.

On the signifier, we can see the name of the product Dairy Milk Marvellous Smashables Jelly

Popping Candy, the companys name Cadbury, the percentage of Guideline Daily Amount or

GDA at the left side, and a picture of chocolate bar with different shapes pop with crispy

coated cocoa bites. One of the chocolates in the picture was shaped like a cannon pop with

some crackle of popping candy can also be considered as a signifier. The same as well as on

the color present on this picture.

While on the signified one, Cadbury named the product with Dairy Milk

Marvellous Smashables Jelly Popping Candy which is based on the content of the product.

Because according to Cadbury website, the product is a pleasant taste combination of fruity

flavor jellies, crispy coated cocoa bites, a crackle of popping candy, and a Cadbury dairy milk

chocolate. The percentage of Guideline Daily Amount or GDA is also present for the

consumer to be aware of the percentage of calories, fat, sugar, and salt for the consumer to

enjoy as part of the healthy and active lifestyle. The Jelly Popping Candy on the name of the

product is accompanied with a chocolate cannon that pop with some crackle candies. While

when it comes in the color the Cadbury logo is changed to a color gold which evokes the

feeling of prestige. It means wisdom, and wealth and often symbolizes high quality. The color

brown is just simply tell us the exact color original chocolate made by cocoa. While the colors

pink, white and purple in has the same meaning on the first and second pictures. Color pink

that signifies romance, love, and friendship; the color white that associated with coolness,

cleanness and simplicity and the purple that represents luxury and quality (Wierzbicka, 1996).
 4.

On this fourth flavor of Cadbury chocolate, signifiers are the product name Cadbury

Dairy Milk Wholenut, an image of a heptagon shape chocolate topped with a whole hazelnut,

the percentage of Guideline Daily Amount or GDA on our right side and the colors found on

this picture.

Signified on the other hand are the following. The word whole nut on the name of the

product also appeared on the background of the product. Cadbury usually based their

packaging of item on the content of their product. If it might be not the same it always have a

connection with each other. For this product, it is only composed of a whole hazelnut covered

with a soft Cadbury Dairy Milk Chocolate. Percentage of Guideline Daily Amount or GDA is

also present on this product for the consumer to be aware of the percentage of calories, fat,

sugar, and salt for the consumer to enjoy as part of the healthy and active lifestyle. While on

the colors, the Cadbury logo is in the color yellow which associated with intellect, freshness,

and joy. The color orange represents enthusiasm, fascination, happiness, creativity,

determination, attraction, success, encouragement, and stimulation. It has also a very high

visibility, so customers can use it to catch attention and highlight the most important elements

of your product. Just like in the picture above, the most important thing that this should be

consider is the name or the type of the Cadbury chocolate which is the wholenut. The colors

brown of the chocolates as well as the hazelnut is the same of what it looks like in the reality.

While colors white and purple has the same meaning according to the theory of color terms of

Wierzbicka in year 1996. Color white that was associated with coolness, cleanness and

suggest simplicity. And the royal purple which symbolizes power, nobility, luxury, and quality.
5.

For this last flavor that I pick let me give you first a small background about this

chocolate based on their official website of the Cadbury chocolate. Cadbury Bournville classic

dark chocolate was named after the model village of Bournville in Birmingham, England. It

was launched 100 years ago with a rich aroma and delicious dark flavor for classic Cadbury

chocolate.

On this last picture, the signifiers that I can found are the products name Cadbury

Bournville along with the item description Classic Dark Chocolate. The percentage of

Guideline Daily Amount or GDA found on our right side also add on the signifier along with

the color of this product.

While on the signified or the concept are the following. This chocolate was named

Cadbury Bournville which is named after a modern village found in England. The item

additional information which is the Classic dark chocolate is based on the content or the

product taste when the customer will try it. It is also represented by a black scattered color

found at the upper right portion of the product. Percentage of Guideline Daily Amount or

GDA is also found on this product, for the consumer to be aware of the percentage of

calories, fat, sugar, and salt present on the product for the consumer to enjoy as part of the

healthy and active lifestyle. While when it come to the meaning of color, the Cadbury logo as

what we can saw is at the presence of color white that associated with coolness, cleanness

and suggest simplicity. The color black is associated with power, elegance, formality, death,

evil, and mystery (Wierzbicka, 1996). While on the words classic dark chocolate along with

the black scattered color found at the upper right portion of the product is more on the power,

elegance, and formality since it is a product that advertised for the consumer to buy it.
Conclusion

Semiotics is really important if a person is interested in studying the signs and symbols

in the field of advertising especially if the researcher is interested on the topic or type

advertisement he will going to pursue. The researcher will get more interested on the meaning

behind of that advertisement if he is already on the middle of the study. He might get

confused at some times but in the end, the researcher will be happy of what he will found out

on the real meaning that product advertisement.

The signifier and signified according to Saussure is the first thing that the researcher

might analyze. This mini-analysis is focus only on this two areas, but if a researcher will

conduct a research for his thesis, then researchers needs to dig more information about the

semiotic and authors of some studies to support or to be their reference. Semiotics is also a

broad study where all the information are can be found in the internet. Its only a matter of

time and effort to search and find ideas that can help a researcher on his study.

Even if I only focused on the signifier and signified, I also gain ideas in analyzing five

different flavors of chocolates of the Cadbury. First thing that I noticed is the presence of the

product and companys name on every items. Then the same as well on the Guideline Daily

Amount or GDA. It is always present because Cadbury wants the customer to be aware of the

percentage of calories, fat, sugar, and salt and for them to enjoy as part of the healthy and

active lifestyle. The color found in every item also symbolizes meaning and mostly entertain

the consumer and encourage them to buy those products. And lastly Cadbury usually based

their packaging of item on the content of their product. If it might be not the same but it

always have a connection with each other. If a further researcher will continue or expand this

research then she will discover more ideas that will make him aware of the advertisements

meaning in a simpler or dipper one.

Reference

Aritonang, E. (2016). Meaning of Chocolate Gift-Symbolic of Love, Passion, Care and Friendship

Barthes, R. (1972). Mythologies

Begger, A.A.(2004).Media Analysis Techniques

Chandler, Daniel (2007). Semiotics- The Basics.

Cooke, S. V. (2011). Cadburys Chocolate Trademarks the Color Purple

Houser, N. and Kloesel, C. (1992). The Essential Peirce: Selected Philosophical Writings

Saussure, Ferdinand de ([1916] 1983). Course in General Linguistics (trans. Roy Harris)

Saussure, Ferdinand de. (1966). A course in general linguistics (W. Baskin, Trans)
New York: McGraw-Hill
Wierzbicka, Anna. (1996). Semantics: Primes and Universals. Oxford: Oxford University Press

http://erepo.unud.ac.id/10151/3/ab40edb95bafb0560cf95614cb846428.pdf

https://www.cadbury.com.au/About-Cadbury/The-Story-of-Cadbury.aspx

http://www.mondelezinternational.com/~/media/MondelezCorporate/Uploads/downloads/mond
elez_intl_fact_sheet.pdf

www.cadburygiftsdirect.co.uk/cadbury-dairy-milk-whole-nut-200g.html

https://www.cadbury.co.uk/products/cadbury-dairy-milk-medley-hazelnut-and-raspberry-
11317

https://www.cadbury.co.uk/products/cadbury-dairy-milk-oreo-11331

https://www.cadbury.co.uk/products/marvellous-smashables-jelly-popping-candy-11337

https://www.cadbury.co.uk/products/cadbury-bournville-11339