A Social Semiotic Analysis of Condor Smart Phones Advertisements in Algeria

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Mouloud Mammeri University of Tizi-Ouzou
This dissertation deals with Social semiotic analysis of Condor smart phones advertisements in Algeria in 2017.Using a mixed method research, the study analyses the linguistic and visual modes of thirteen images in the light of two theoretical frameworks. The first is Halliday’s Systemic Functional Linguistics (1978) it was employed to analyse the linguistic mode in regard to the grammatical structures of the sentences in relation to the three metafunctions: Ideational, Interpersonal and Textual. The second is Kress and van Leeuwen (2006) theory of Visual Grammar, adopted to analyse the images in relation to the three metafucntions: Representational, Interactive and Compositional. The results of the study reveal that the Condor smart phones advertisements use different semiotic resources such as: (images, colors, symbols and words)through the use of visual (information value, Salience, framing and modality), as well as linguistic modes(Type of theme, clause mode, pronouns/nouns/adjectives and type of processes)resources. Furthermore, the findings indicate that Condor smart phones advertisements are built on different semiotic resources where the visual and linguistic modes complete each other. Finally according to the research that we have conducted Condor’s smart phones tend to imply messages, all of which are intended to highlight the reliability, service and faithfulness of the company.
social semiotics, multimodality, advertising, condor advertisements, systemic functional linguistic, visual grammar.
Linguistique Appliquée et Sémiotique Sociale