changes in beer labels and their meaning

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Changes in Beer Labels and their Meaning

A Holistic Approach to the Semiosic Process



Acta Semiotica Fennica

EditorE T

Associate EditorsP F

R Lf

Editorial Board (ASF)H M:T A. S †

P AH B Jq F

A HA KI NP PH RK SS TV V

Editorial Board (AMS)D CMá GóR S. H J-M J

C M

R M

C R

G S

I S

A S F XXVII

I S I IS S F

H 2007

Changes in Beer Labels and their MeaningA Holistic Approach to the Semiosic Process

Merja BautersU H

F AI A R, A



T T I S I

http://www.isisemiotics.f/

T +358 40 5532 864

E- [email protected]

copyright 2007 M Bcover and layout T K

A

P evtek, E 2007

isbn 978-952-5431-20-9 (.)

isbn 978-952-10-4260-7 (pd) http://ethesis.helsinki.f/

issn 1235-497x Acta Semiotica Fennica

Dedicated to Mummi, Armi Sulamit Seppola

s. Ojala* ..† ..



Acknowledgements

Signs and the meaning . I .

E – , , . T - I M’ ,

. F I A H, P B E T M’ .E, I A H q .W , I . I E T

. S E T M .

M D M , , -f I . D 6 ,, I



CHANGES IN BEER LABELS AND THEIR MEANING

INTRODUCTION

Introduction

1. Background

O , . M , , q .

H, q , ,

. B , f . T, I , . A f - . I . T

, (), .

T . T , , . F, , - , E P’



CHANGES IN BEER LABELS AND THEIR MEANING II SEMIOSIS AND TARGET GROUPS



E cloud /, - .

Semiosis or sign-action

B , . F, “”, , , (.: EP 2:413 [1907]; B 1999: 18). A P , q () ,

(.: C 1989: 38), 51 (.: P 1985: 30–31). T :

51 “A , Representamen, F

S, Object, T, Interpretant,

O O.

T ,

” (CP 2.274 .: EP 2:22–273

[1903]).

Figure 5. Cloud-like uzzy groups overlap, and are comprised o individuals who more or less share

the elements o one or many groups. Vague borders o groups and their unequal orms imply theconstant changing o the groups. The dots inside the groups indicate individuals. Those individualswho are closer to the centre could be said to share most o the eatures by which the group defnesitsel, while those who are closer to the borderlines share less o the group’s intrinsic eatures.

Figure 6. A – The chain o sign-action modifed rom Parmentier‘s model (1985: 28);B – possible simultaneous chains o signs.



CHANGES IN BEER LABELS AND THEIR MEANING V CASE STUDY: GENERAL BACKGROUND AND ANALYSIS OF BEER BRANDS

( Mainosuutiset, 10/1958: 3).106 A S 1950



. S 1950 , ( F 10).

3. The new label and logo for the Karhu brand

T 1961. F, . T (F 11, . 116).107 T . P B f F . T

, .., I.F 11A K . T

“/’” . I .. . T , , , ,

.O N 1, 1970, O A A

III IVA 45-- (F 12,.117). F - 1971.

106 I 1950 /f . T f F

“O S U A” 1946. I

O U A. A (2006),

JCD,

F JCD (JCD: )).

107 A S, O A A . I

( S).

A

B

C

Figure 10. The dierent beers rom A – Pori,B – Tampere (Pyynikki) and C – Rauma. All thelabels have the same kind o composition and

the bear image that resembles a polar bear. The“standing beer” was originally the trademarko Pyynikki (P 12.6.1959, © PoriBrewery’s archives, P 30.9.1960,respectively with the images).



T (F 15 16, . 120) f . T

. T ( ) , , , , , .

Figure 13. A – the seal o Pori town andB – the coat o arms o Pori town (permission granted rom © Pori museum).

Figure 14. Two plates manuactured in Gothenburg (© Pori Brewery archives). There is a circledrawn (the drawn circle is in the original image) in the let version, A, showing the place wherethe head o the bear should be placed. In the right version, B, the head o the bear has been placedin the centre o the upper part o the label.

A

B

B

BA

DC

A

Figure 15. Three beer brands with a new label rom around 1961 onwards (© Pori Brewery

archives). The labels B and D are the Karhu brand labels probably dating ater 1962 (see theawards stamps on the design). The reason or the change in the colouring most likely was thatlater version strove or more consistent colour coding within the brand (see Figure 16, p. 120). TheLabel version D also appeared without the award stamps. Label A is the brand Yhdys-Olut and Cis the brand Tähti. The bottles were hal-litre bottles at that time.




T f O T A110 1961. I E K ( P B P U K K). T

, L S . I , E S111 . H, “ ” ( F 10, . 114) , “M” E-LO Y- ( Mainostaja 1/1935: 33). I E-L O

.

110 O T A

(S E). O T A .

111 E S . S Porin Oluttehdas

Oy (1963).

Figure 16. Karhu beer labels rom 1961. The designs were

executed by the frm Topi Törmä (now 2007, Publicis HelsinkiOy). The image shows the sketches or designing the correctrelations and colour values. Image A presents the wholedesign o the bottle; B presents the logo and its relations to thecomposition o the label, C presents the colour values o thelabel, D presents the excise groups IVA and III, and E presentsthe original label o the excise group AIII-beer (© Publicis Helsinki Oy).

A

A

B

B

C

D

E

Figure 17. A – the striped-like label rom 1971 (© Publicis Helsinki Oy and © Pori Archives) andB – an advertisement with a striped-like label (H Y 26.3.1971). The label in thisimage did not match the consumers’ taste. It was withdrawn and 12 millions labels were destroyed.The event took place around 1971, according to Ketonen.




’ .130 T K ,, ,.. F 24 “ ”.



T “T – ”132 ( A & O Myyntineuvoja 10.2.1972 A 4). OT A 1961 . T , , M-S B A (Kansan lehti 15.2.1972,Lalli 17.2.1972, Tamperelainen 18.2.1972). S , “

” ( F 24). T . A K .T

132 “N – ”.

Figure 23. The new label versions rom 1972-3. A presents the mild beer label and B presents themedium-strength beer label (© Archives o Pori Brewery and © Oy Sinebrycho Ab).131

130 S M S (2000) “Olutmainokset 60-luvun alkolipoliittisen diskurssin

ilmentäjänä” H K (2001: 186 203).

131 T II B . I , . I S,

II . S S,

f II .

Figure 24. These advertisements were presented around 1972 employing the theme o “closedseason”, presenting work related to the countryside (© Oy Sinebrycho Ab Internet site a).

B

A




A B



Figure 31. A – the can in the size o a pint (© Oy Sinebrycho Ab).B – advertisement or Karhu Extra Strong beer (© Oy Sinebrycho Ab Internet site a). The can inthe size o a pint was launched in March 2002 (Nyman 2002a)155.C – later version o the background o Extra Strong beer.

T K “T ”156 M 1999. I O A A 33- (J V 1999). T - .

155 T : 1998 - (633-

) K ; 2000 - (1233- );

2001 -, 2002 -,

2 , (N S 2002).

156 “R S”.

The period after joining the EU

T , M 2002, - (= 0.568) . I (F 31).

S K . JD153 K 2001. A 2003 K ’ ; PHS154 (- V).T E S ,

- ’ , ( F 12, . 117).

153 JD . F ,

JCD F O.

154 A Paltemaa, Huttunen, Santala.

Figure 30. Two dierent mild beer label versions o the Karhu brand rom 1991 -1994 (© OySinebrycho Ab archives). A – label with white background inside the banderols in use in 1990-1991. It is uncertain i thislabel orm was ever bottled or only used or marketing purposes.B – the new version with a red background anticipated the changes to come when joining the EU (O 1994: 5 and O 1994: 3).

A

B C



CHANGES IN BEER LABELS AND THEIR MEANING REFERENCES

K, H 22.12.2003. T: 11.00–12.30, P: H & P, P29–31, (D M D H & P, 90–04, V P H & P).

S, L 24.03.2004. T: 12.30–14.30, P: T, T’ 29 B 4(M D P B O S A 1969 1980).

T, P 5.2.2004. T: 10.00–11.30, P: S . (C D L).

Z, J (J) 5.2.2004. T: 14.00–15.30, P: N 19, L, (L

O 11.2.1970

O 18.12.1968

P 8.10.1969

P 1 1958: 8; 23: 23

P T S 8.11.68

R 15.5.1970S S, 30.6 23.6.1931; 5.4.1932, 15.4 6.9.1936; 18.6.1939

S



Z, J (J) 5.2.2004. T: 14.00 15.30, P: N 19, L, (L87–89).

V, R 31.8.2003–23.1.2004. E- 25.09.2003, K,S, (R M M O S A).

S, K 2.12.2003. 13:53:46. E- (M D O S A 80–84, P CEO F).

U, P, (U M M,

A M, S P P B).S, R E, M 03.03–30.03.2004. L 30.3.2004,P: M P, H, ( M M 1980).

Advertisements in newspapers and magazines:

A 3.12.1968; 1965; 12.9.1970; 8 15.7.1973; 29.10.1969; 17.4.1970A 1.12.1968; 8.5.1970

A & O M 10.2.1972E-S 20.2.1970H S 9.10.1969; 3.2. 2002, D4H 1.12.1968; 1.5.1970; 10.3.1972H Y 20.2.1969; 26.3.1971I-S 5.10.1968K S 13.12.1968K 15.2.1972; 25.7.1973K K 14.4.1970

K 31.10.1968K 19.10.1969K 10.3.1972K S 22.2.1970L K 31.6.1969L 17.2.1972M N 24.4.1970

S K 23.11.1958; 1.3.1962; 13.6.1965

S 28.9.1968

S 10.3.1972 16.2.1972

T 18.2.1972

T 8/1970

U A 15.11.1961; 1965; 27.10.1970

V 14.2.1969V P 7/1972

Å 28.1.1971

CHANGES IN BEER LABELS AND THEIR MEANING APPENDICES

Appendices Appendix 2. Advertising of Karhun Kierros from the 1960s and early 1970s

Appendix 1. Sketch of standardised bottle from 1938



The sketch o the 1/2 standardised beer bottle in 1938 in Mallasjuomat 12/1938.Print advertising in the magazine o Ravintolahenkilökunta (15.5.1970) rom the advertisingcampaign “Karhun Kirerros”.


Appendix 3. Advertising about the talent of brewing from the early 1960s Appendix 4. “Tippaakaan ei ole muutettu” campaign from the 1970s



The advertising in Uusi Aika 15.11.1961 about the “talent o brewing”, its traditions and historyin comparison to the mastery o building ships inside bottles.

The Advertising o the new label in 1972 with the slogan “Tippaakaan ei ole muutettu – paitsietiketti”. The advertising was presented in A & O Myyntineuvoja 10.2.1972.


Appendix 5. Guarantee Cap Appendix 6. Different example of outdoor campaigns from 1996-2000



The “guarantee cap” that was introduced by Oy Sinebrycho Ab in 1973. The cap in the image is rom the Ko brand (© Oy Sinebrycho Ab).

Outdoors campaigns rom 1996-1997 (© Publicis Helsinki Oy)


Appendix 7. Labels of Pori Jazz campaignA 6. D 1996-2000



Pori Jazz campaign back labels o Karhu brand 23-27/2001 and 20.5. - 20.6.2002(© Oy Sinebrycho Ab).

Outdoors campaign rom early 2000 (© Oy Sinebrycho Ab).


Appendix 9. Labels of Karhu brand from 2005 and 2006 Appendix 8. Karhu beer sold in Sweden



In 2005, the IV beer changed into A beer (© Oy Sinebrycho Ab).

New design rom 2006 (© Oy Sinebrycho Ab). Both o these changes are not analysed in thisstudy (The changes had not yet appeared.)

The cap o Karhu strong beer

sold in Sweden, 2003.

The back and ront labels o the strong beer Karhu sold in Sweden. The interesting point in these isthe keeping o the Finnish slogans “Aito Karhu olut” (“Genuine Karhu beer”) and “Täyttä olutta”(“Full beer”) (© Oy Sinebrycho Ab).




F 22. T 1960 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .126

F 23. N 1972 . . . . . . . . . . . . . . . . . . .138F 24. A 1972

. . . . . . . . . . . . . . . . . . .139F 25. T T T

O S 1975 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 141F 26. A – 125 ;

B – IV- 1983-84 143



B IV 1983 84. . . . . . . . . . . . . . . . . . . . . . . . .143F 27. L 130

M Lq . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 143F 28. T

1983 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .144F 29. N 1989 2004 . . . . .157F 30. T

K 1994 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .158F 31. A –

B – E S K . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 159

F 32. T . . 163F 33. T . . . . . . . . . . . .164F 34. A – P N A

B – K. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .171F 35. A -

P N A . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 173F 36. A K . . . . . . . . . . . . . . . . . . . . . . . . . . 175F 37. T A – P N A,

B – K, C – K . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 176F 38. T K 1990 . . . . . . . . . . . . . .177F 39. M K . . . . . . . .180F 40. T q . . . . . . . . . . . . .192F 41. T K

. . . . . . . . . . . . . . . . .193

CHANGES IN BEER LABELS AND THEIR MEANING

changes in beer labels and their meaning

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