A Semiotic Analysis of Visual Metaphors in Some Advertisements in Kabylia
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Date
2015
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Mouloud Mammeri University of Tizi-Ouzou
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.
Description
53p.:ill;30cm.(+cd)
Keywords
Citation
Language and Communication