The Representation of Women in Algerian and English Perfume Advertising: A Social Semiotic Analysis of Wouroud and Burberry Adverts.

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Mouloud Mammeri University of Tizi-Ouzou


The present study compares the representation of women in perfume advertising in two different countries Algeria and Britain. The aim of the study is to sort out the differences and similarities in their representation from a Social Semiotic perspective and mainly the semiotic resources that are used to transmit a message and communicate meaning in the visuals. The present study investigates the portrayal of women within the visuals using social semiotic frame work of kress and vanleeuwen (2006). The corpus consists of eight advertisements, four from the Algerian context and four from the English. The research method used is the Qualitative method, in order to go in depth in the analysis with the principles of Grammar of Visual Design (Kress and Van Leeuwen, 1996; 2006). The findings and discussion show that Wouroud and Burberry adverts are more similar concerning all the principles under which we have analyzed our data such as: the gaze, social distance, image size and placements, salience and framing. The results have revealed that there is a slight difference in their representation such as the placement and the arrangement of the elements. Finally, the main conclusion drawn from this work is that both perfume advertisements main objective is to attract the viewer to the adverts. Each one concentrates on a different strategy that is to say they based on different aspects of the metafunction.




Advertising, advertisements, image, metafunctin, represented participants.


Linguistique Appliquée et Sémiotique Sociale