Visual-Semiotic Analysis of Brand Marketing with Reference to Contemporary Advertizing Media

Abstract

This research revolves around a thematic content analysis, conducted within a qualitative mode of inquiry. It aims at presenting an account of a visual semiotic examination of contemporary advertising media, through the lens of contribution made by Barthes (1977), a renowned semiotician of the present age. In order to investigate the problem, three of the famous advertisements as frequently broadcasted through contemporary advertizing media, have been selected as the sample of study. The analysis centers on linguistic, coded iconic, and the non- coded iconic messages, conveyed through the selected advertisements. A detailed investigation in this regard revealed that apparently superficial images contained in video advertisements, on the basis of interplay between the signifier and the signified, provide an array of targeted meanings. The conveyed information, besides manifesting a skillful art of representation, seeks to propagate a multitude of themes. The present research is an attempt to elaborate some of the dynamics forming the core of the concerned issues.