Surrounding Signs

Every product intensionally conveys itself in a calculated manner to intrigue a certain target group. Advertisers use the concept of semiotics to do this effectively. Ferdinand de Saussure, a French Linguist first established the idea that a sign is only truly effective when the signifier and the signified work cohesively. Charles Peirce built on this idea by reaching the understanding that signs engulf our everyday living; realizing the overwhelming influence that semiotics holds. However, the French theorist, Roland Barthes, further established this theory by linking the idea that signs may collectively denote a direct message; connotation for every individual is experienced differently depending on his or her socio-cultural and personal associations.
In the example of a Videocom commercial; Brokeback Mountain redux: gay cowboys in the rain,

this commercial connotes humour by the relevance to a the socio-culture group that recognizes it's a   parody of the movie Brokeback Mountain. For the viewers that have no exposer to this movie the advertisement is anchored by the use of little people to promote watching movies on your phone with their slogan to denote, "All your favorite movies, just a little smaller."   

I located this lovely ad on the jam-packed advertisement site on Youtube. Culture Pub http://www.youtube.com/user/CulturePub  provides a plethora of categorized commercials.