I came across this interactive movie game in summer, and I think it is pretty good example for semiotics analysis.
Let us have a look at a short trailer of it:
Referential
At the first glance, we will be somehow clear about what the signs in this movie game refer to – Coke Zero , a specific product of Coke Cola company, as the title explains through its text, yet some “front-line” insiders may be also aware of another big “thing” behind the scene – UEFA 2008, as a lot of soccer things in this game explicates, but folks outside Europe probably are not sensitive to it, as the signs in their physical surroundings do not give many hints, in other words, they are not completely situated in that particular context to play it.
Moreover, the story depicting a dramatic experience a young man has encountered in a cold night which is supposed to be disappointed, is also something those signs directly work on. All in all, the content we can read here is a sort of remediation stuff, as it is a movie, advertisement, and game.
Metalingual
Audience should be able to find a plethora of cues, suggesting and helping them to shape the ways to understand this art work. For instance, the grungy, dark, and cold filtered graphic style indicates a dirty, lonely back-street place; the sharp contrast between this seemly isolated street corner and busy, glittering downtown on the other side of river enhance the sorrow and dejection the boy had before game started; the luring gestures, and the speaking tones of game girls send players a sense of “longing” for a “battle” success.
Hence, by means of interacting with those signs’ metalingual function, audiences will understand the game better. (like the genre of this movie, in the meantime also a game)
Expressive
The addressers are graphic artists, film folks (actors, producer, and director), game designers, developers, and most importantly the Coca Cola Company.
Conotive
Young people who are enthusiastic about soccer (The targeted customers of Coca Cola from their business mode?),or who are fans of game. Interaction designers, 3-D modeling expertise, film makers…
Phatic
The story and four games embedded in it, the music which highlights ” go for challenges” theme.
Contextual
As mentioned earlier, this game comes with background of soccer events of UEFA 2008, and it is a festival for soccer lovers.
