We quickly understand the meaning in this ad because the codes in the image are universal. We see a girl who is drinking a Pepsi Nex and who is not too thin or too heavy. She is smiling and appears to be dressed for a party. The images denote this. They also connote health and happiness. When you see the girl drinking the soda, you associate the soda with having a healthy body and being happy. She signifies health and happiness.

The words in the ad denote a zero-calorie soda that tastes good. They also signify health. Because the soda tastes good and has no calories, you can enjoy it and it will not cause you to gain weight. The words also connote the happiness that comes from the decision to live right.

I'd say being an attractive, happy girl like her and being healthy are two possible selling points. The company wants us to believe that, if we make Pepsi Nex part of our diet, we will be happier and healthier. If you are determined, you can look good like the girl in the ad and you will then be happy.

This photograph gets its meaning across easily because we engage the codes found in the picture quickly We see a man in a tux in the backseat of a car. We know he is being driven by someone and it appears he is in a limo. He has a beautiful woman in his arms and the paparazzi are attempting to take his picture. These images denote the things I just described in our minds, but they connote much more. These elements signify wealth. The man has spent money on the tux and the limo. We know people wear tuxedos and ride in limousines when they are going to gala events that usually cost a fair amount of money. We assume a woman like the one in the picture only wants to date wealthy men. And there are a lot of paparazzi trying to take pictures, which they do with famous wealthy people.

The words are also a signifier of wealth. They denote a men’s cologne, but they connote wealth. Fendi is a luxury Italian fashion house known for their very expensive leather goods and other products. Most middle-class people can’t afford to buy their stuff.

The limo, the tux, beautiful woman and the paparazzi also signify power and fame. We see these elements and believe the man in the picture obviously holds an important position in society, possibly in politics or entertainment.

All of these elements together, the limo, tux, model-like woman, and paparazzi, form a paradigm of wealth. We imagine that the man owns a mansion, yacht, etc. These elements also form paradigms of power and fame. We see this man as someone who wields a lot of power and is of interest to the public. And, of course, Fendi wants us to believe that powerful, wealthy people like him wear their cologne. Because we have learned the cultural codes through advertising, movies and TV, we readily accept the messages in the ad. The images themselves do not mean power and wealth, but the codes of our society have led us to buy into this. Fendi uses these codes to get us to purchase their cologne. We associate the cologne with wealth, fame and power and, since it is one of their products that people can afford, we will buy it to get a taste of how these people live.