Hidden Language of Advertising: A Semiotic Approach
نویسندگان
چکیده
This article takes semiotic as a practical approach toward the study of advertising. An attempt has been made in this research to investigate the ideology or hidden languages in two 'OMEGA' watch ads which selected from time magazine issued 2002. Advertisers believe that a very crucial way to a successful advertisement is the use of photographic style. It may play a major role in catching the attention of the intended target market such as men, women, adults or teens."Like linguistic structures, visual structures point to particular interpretations of experience and forms of social interactions "(Kress and Van Leeuween 1996, p.2). The result of this study will show that semiotic reference occupies a pivotal point in the relationship between advertising discourse and ideology. Images, words, colors, and other signs should be an important part of the overall successfulness of advertisements.
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