This digital object has been developed from the University of Barcelona in Pedagogy Degree context, most specifically, in Digital and Visual Culture in Social and Education Environments Subject.


The main objective of this report was explore the image of Mediterranean culture conveyed by TV ads of Estrella Damm, under the slogan “Mediterràniament” (Mediterranean way).

This led us to review last five year TV adds, work literature about critical semiotics and coding and decoding of images to put them in relation and analyse those elements that informed us about  what these TV ads were saying, and what they don’t about the Mediterranean culture and if the ads and the reality we live are the same.

After that, we made a video called “idyllic summer” where we reproduce how the situation is in here, the Mediterranean sea. We want to show what Estrella Damm ads don’t point out and we believe that there are not only beautiful beaches or perfect people.  

video: 1. Mediterronean: the idyllic summer

            2. Mediterronean: the idyllic summer

By: Laia Alegre, Laura Masip and Mariona Iserte