In Myth Today, Roland Barthes discusses his new definition of the word myth. Unlike what we grew up believing myths were, imaginary stories, Barthes defined myth as a definite form of communication, no more, no less. In specific, myth is a mode of signification composed of second-order semiological systems. Myth also happens to be the language which the Absolut Vodka campaign uses to create its composite image.

Using the Absolut Citron ad as an example I will peel back the layers of myth to reveal its internal structure. On the first level of a semiological structure there is the signifier and the signified. The signifier is the object and the signified is what the object "means." In this Absolut ad the signifier is the lava lamp, and the signified are the ideas which can be associated with the lava lamp, such as the 70's, psychedelic drugs, or retro. Together, the lava lamp and what it signifies create a sign, a totality of meaning. This sign is the apex of the first order semiological system. It is at this point of completion that a sign can be appropriated into a second-order semiological system to create a myth. In this case it is Absolut Vodka who has appropriated the lava lamp as a cultural artifact (sign) endowed with meaning.

It is the hope of the Absolut Vodka company that the appropriation of the lava lamp into its advertisement will somehow transfer the lamp's meaning onto their product. However, the act of appropriating a sign means ripping it out of its original context, the 70's drug scene, thus hollowing out its meaning. This now empty sign becomes the signifier in a new context, the advertisement, and is matched with a new signified, Absolut Vodka. This is the second order semiological system, the product of which, signifier (sign of the first order system) + signified, equals myth. In terms of this ad, the lava lamp is the sign, that apex of the first order semiological system. Absolut Citron has appropriated this sign by placing it within the limits of their own vodka bottle and linking it to their name. When fused with the Vodka Bottle the lava lamp becomes the new signifier with Absolut Citron as the signified. Thus, the myth that a lava lamp "means" Absolut Citron is created, inflating the sign value and image of the Vodka. If you examine the entire Absolut Vodka campaign you will find that most every ad equates Absolut with a memorable person, place, object or idea. In fact, by appropriating these images into the campaign Absolut Vodka is constructing many myths about the meaning of their product. Now...back to postmodernity.