A Social Semiotic Analysis of Advertising Posters of Car Dealerships: The Case Study of German Brands: Audi, BMW, and Mercedes

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Université Mouloud Mammeri Tizi Ouzou
The present dissertation deals with the social semiotic analysis of advertising posters of car dealerships: the case of German brands: Audi, BMW, and Mercedes, which are published between the years 2009 and 2020. Our aim is to analyse how these brands use linguistic and non-linguistic signs in their advertising posters in order to attract potential buyers. Six advertising posters have been analysed, two posters for each brand; relying on the theoretical frameworks of image analysis proposed by Martine Joly (2015) and Roland Barthes’ (1977) theory of discourse function analysis. A qualitative research method has been adopted relying on the theory of Denzin and Lincoln (2005) to analyse the data gathered in order to conduct our study. The obtained results reveal that the three chosen German brands use iconic, plastic, and linguistic signs to attract the gaze and mind of the viewers towards their products.
30cm ; 61p.
Semiotics, Advertising, Iconic Sign, Plastic Sign, Linguistic Sign.
Language and Communication