Analyse des signes linguistiques et iconiques des annonces publicitaires : approche sémiotique

Abstract

Analysis of linguistic and iconic signs in advertisements: A semiotic approach

The advertising discourse aims by various means to convince the audience by an argumentative discursive. It does not simply list the qualities of the product, but creates new values and needs and guides perceptions and tastes in a highly competitive environment. The brand anchored its visual identity in the memory of the receiver through linguistic and iconic signs. Useful advertising exploits the common concerns of consumers, including ageing, the vicissitudes of time, the desire to remain young, etc. Advertisers do not put a product on the market to be sold, but rather seek to resurrect a latent energy, invisible stereotypical images. The main objective of the marketer is to appeal to the unconscious, psychological and cognitive specificities, and lifestyles according to the target's expectations. The brand image and its advertising slogans play a crucial role in the consumer's behavior and attitude towards products and change buying habits. The sender goes beyond the exploitation of socio-cultural data, creating a new culture or even trying to give another identity to the society. The advertising spot does not only focus on the object itself, but also seek to getting rid of the utilitarian side of the product, but to give him an iconic and aesthetic dimension. Brands take advantage of the consumer trend by targeting the unconscious of the receiver through his social status to positively influence purchasing behavior.