Index:
Symbol: 
Firstly an icon has a physical representation to the signified (the concept or object that is represented). A photograph is a good example as it certainly represents whatever it depicts. This is important to media text as the audience requires something to associate with that persfic item or person. If this was not part of the media not many people would not understand what's being shown to them.
Secondly an index is something that shows evidence of what something is being represented. This is needed in a media text because no one would know if something is being represented as their is no evidence also audiences could get a bad idea of they are trying to represent.
Global brands may not want to avoid symbols in marketing mainly because there is good and bad things with every symbol and if a global brand associate their self with it some people may back lash on them and not buy their product so to avoid this from happening global brands don't represent anything but their self unless its something extremely positive like the Olympics.
This advert is a anti cigarette ad that is aiming to stop people from smoking but it makes it look like the tragic indecent of twin towers and in short the whole advertisement campaign got shut down.
This advertisement done well as coca-cola successfully blend the product of coke cola and the joyful time of Christmas so this lead coke becoming successful from this as they associated their brand with a happier season.
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