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- Title
Visual-Semiotic Analysis of Brand Marketing with Reference to Contemporary Advertizing Media.
- Authors
Zakir, Shaista
- Abstract
This research revolves around a thematic content analysis, conducted within a qualitative mode of inquiry. It aims at presenting an account of a visual semiotic examination of contemporary advertising media, through the lens of contribution made by Barthes (1977), a renowned semiotician of the present age. In order to investigate the problem, three of the famous advertisements asfrequently broadcasted through contemporary advertizing media, have been selected as the sample of study. The analysis centers on linguistic, coded iconic, and the non- coded iconic messages, conveyed through the selected advertisements. A detailed investigation in this regard revealed that apparently superficial images contained in video advertisements, on the basis of interplay between the signifier and the signified, provide an array of targeted meanings. The conveyed information, besides manifesting a skillful art of representation, seeks topropagate a multitude of themes. Thepresent research is an attempt to elaborate some of the dynamicsforming the core of the concerned issues.
- Subjects
CONTENT analysis; ADVERTISING media planning; SEMIOTICS in advertising; BARTHES, Roland, 1915-1980; ICONICITY (Linguistics)
- Publication
Journal of Independent Studies & Research: Management & Social Sciences & Economics, 2014, Vol 12, Issue 2, p93
- ISSN
2616-7476
- Publication type
Article
- DOI
10.31384/jisrmsse/2014.12.2.7