A Semiotic Analysis of Visual Metaphors in Some Advertisements in Kabylia

Abstract

This study is concerned with the semiotic analysis of visual metaphors used to target the Kabyle consumer in Tizi-Ouzou. It focussed on the values which are used by marketers to influence the Kabyle consumers who share a set of common values. In addition, the study investigated the process through which these visuals are interpreted by the Kabyle consumer. Moreover, it accounted for the potential effect that the visuals could have on this target. consumer. By following Charles Senders Peirce`s triadic theory of the sign, the results revealed that the Kabyle potential consumer is likely to be affected by the visuals that represent the values of his/her community than by the less representative visuals. The visuals would, moreover, lead to changing his/her consumption habit.