Soukaina Jeddi

Semiolinguistic analysis of the advertising poster Soukaina Jeddi

This book attempts to analyze the advertising discourse conveyed through the advertising poster in the light of semilinguistic theoretical and methodological tools. Indeed, the advertising message is conceived according to complex semilinguistic strategies in order to better arouse the interest of the target audience. How do iconic and linguistic signs fit together in the advertising poster? Since advertising discourse is both denoted and connoted, and the image suggests more than it shows, the advertising message is polysemic and multidimensional. From our analysis of two recent 100% Moroccan advertising posters, we can affirm that nothing is fortuitous in an advertising poster: the choice of illustration, characters, colors, the formulation of the catchphrase, etc. everything is well thought out. We also noted the evolution of advertising strategies adopted in Morocco, in particular the overtaking of the woman's body and the use of codic alternation in the formulation of the advertising message, which proves that the proposed advertisements are anchored in our socio-cultural context.