The task was to buy two of the same small food products from different ranges, value and finest. The aim was to then analyse the products using semiotic analysis and finding the social differences that are created from them.
They are both pieces of milk chocolate, though to the consumer they are much more then that. The first image, Tesco Value Milk Chocolate, is a simple product. The design of the packaging suggests no fuss and what the customer will get is a piece of milk chocolate. The font on the packet is bold and clear to see to the public eye. It is making a statement amongst the the other various branded goods on the shelves, Tesco Value Chocolate is noticeable. The colours used on the design are red, blue and white, typical colours of the Tesco Brand. The packaging material is plastic, it is efficent and the product is easy accessible.
Social Differences - The younger market are more likely to purchase value goods within the supermarket as they will get more for their money, whereas the older generation, with good incomes are likely to go for more luxurious chocolate. The lower class may also prefer to spend less money in the supermarkets and go for the lower end price in products.
With the Tesco Finest Swiss Chocolate the design of the product is very different. The design has been carefully created to achieve the most desired looking piece of chocolate bar. The product oozes quality and is perhaps seen as more desirable to the consumer. The colours and the use of the coco bean are carefully created to produce an authentic look, it suggests that what you get is a pure piece of chocolate. The material used on the product is cardboard which may suggest the product has a solidity to it and is neatly presented to show the utmost quality. This product is likely to appeal from the middle to the higher end of the social class.
According to John Fiske, 'the supermarket is a densley woven texture of commodity, information and display' (Fiske, 1992, p160).
