Stay thirsty, my friends.

His words carry weight that would break a lesser man's jaw.

He bowls...overhand.

If he were to pat you on the back, you would list it on your resume.

Both sides of his pillow are cool.

The Superbowl plays at his halftime show.

Sharks have a week dedicated to him.

Jonathan Goldsmith is "the most interesting man in the world", and quite possibly also the most memorable and iconic figure in modern advertising. His classically good looks, unbelievable exploits, and sagacious musings adorn commercials and billboards for Dos Equis beer, constantly reminding the men who comprise his audience why they are inferior specimens (or rather, why he is superior). Similar to his contemporary Chuck Norris, he has amassed a cult following of fan boys who play minstrel to his deeds and who have consequently elevated his legacy to a minor cultural phenomenon. The concept of the most interesting man in the world is a sign, a combination of physical manifestation and allocated meaning, and one begging to be read at that. The entire scene pictured above is the signifier, one that triggers a response in relation to meaning for its audience. In this particular case, the signifier is an exquisitely dressed, handsomely silvered male with a casual grip on a bottle of Dos Equis, in the company of a pair of exotically beautiful women. The signified concept is, in very loose terms, that Dos Equis is the drink of the gods. Everything from his looks to his words to his company suggests that the casual pairing of Dos Equis, beautiful women, and expensive clothes is no accident, but an appropriate design and outcome befitting the consumer of said beverage. The advertisement argues its intended male audience into a position, one of desire, adoration, and loyalty to their product and the man that represents it.