A Multimodal Analysis of Cultural Components in Advertisements: The Case of the Renault Brand in the Algerian Context
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Date
2021
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Mouloud Mammeri University OF Tizi-Ouzou
Abstract
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.
Description
53p. ; Ill. en coul. ; 30cm.+(cd)
Keywords
Advertisements, Social Semiotics, Grammar of Visual Design, Renault, Algerian Context.
Citation
Didactics of Foreign Languages