Browsing by Author "Merdaoui, Smail"

Now showing 1 - 1 of 1
  • Thumbnail Image
    Item
    A Multimodal Analysis of Cultural Components in Advertisements: The Case of the Renault Brand in the Algerian Context
    (Mouloud Mammeri University OF Tizi-Ouzou, 2021) Merdaoui, Smail; Saoudi, Sofiane
    The present dissertation is concerned with the analysis of Renault car brand advertisements in the Algerian context. The aim of this study is to highlight the different semiotic resources that are used in the selected corpus in order to communicate meaning through visuals. In addition, it seeks at depicting the different Algerian cultural components represented in the advertisements. To achieve these aims, the qualitative method is adopted. A corpus consisting of seventeen online advertisements targeting the Algerian consumers is selected. The images are analysed following the multimodal social semiotic theory of Kress and Van Leeuwen (1996-2006). The findings reveal that Renault use various semiotic resources such as gaze, facial expressions, colors and words in order to transmit the message and attract the viewers’ attention . Furthermore, the results indicate that Renault brand focuses on the different Algerian cultural components in its advertisements in order to represent the signs of the Algerian culture and the relation that exists between culture and advertising.