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The online store Matsmart’s business idea of selling expired goods at a reduced rate. They buy the goods from companies who would otherwise have discarded it. The company wants to draw attention to the problems with food waste, and the fact that people throw away food which is perfectly edible, creating unnecessary waste. In 2020, they released its commercial Wasting good food is stupid. We save it and sell it. This essay examines how the advertising agency TBWA \ Stockholm uses irony as a communicative strategy in the commercial to bring Matsmart's business idea into a visual context. The film conveys a double message with the purpose of convincing the recipient to take an active stance, by ironically exemplifying the behavior around food waste and proving Matsmart's problem-solving business idea. The analysis section further examines how Matsmart's brand identity and social awareness are affected by the tropes in the commercial, using semiotics and a rhetorical analysing. The study is intended to create an understanding of the semantics of irony and the impact of the signs in the commercial from using a social semiotic perspective and thus expand an awareness of the use of tropes in visual communication. |
