Arthur Winters and Peggy Winters, who studied fashion brands in the book What works in fashion Advertising, believe that brands like Benetton speak to problems social media that concern their target segment through their advertising. (1996, p. 45). Another Sisley ad, which revolves around the same theme of addiction, drugs and alcohol, is a good example of semiotics in advertising. Figure 2 above is chosen as the comparison image because there are a number of elements that work well together to convey meaning. The streets of Paris were chosen as the backdrop for this campaign. Paris is a fashion capital and this proves that Sisley is aimed at a young audience, concerned about fashion and up to date with the latest developments..