Semiotic Analysis of Pakistani Clothing Brands Advertisements using Barthes’ Theory
Keywords:
Barthes’ theory, linguistic message, non-coded iconic, coded iconic, symbolic, denotative/connotative analysis, clothing advertisementAbstract
The language of signs is used to convey the meaning through indirect method which is often symbolic. Semiotics is the study of signs, and it helps to interpret the symbolic connotations of the signs. The signs used in the advertisements not only attract the customers but also present the norms and customs of society. This study aims to conduct the semiotic analysis of the clothing brands advertisements to unveil the use of signs in order to convey deeper meanings. Barthesian theory of semiotics is used as the research framework as it covers all the desired aspects needed for such kind of analysis. For this research, the advertisements of Pakistani clothing brands are selected, and all the three messages mentioned by Barthes i.e. linguistic, non-coded iconic and coded iconic are analyzed denotatively and connotatively. The researchers used both the male and female clothing brands advertisements for conducting the analysis. The study found the cultural representation of Pakistani society in these advertisements. Moreover, the advertisers use the dominant signs which have a direct impact on the public. They try to manipulate the consumers by linking their products with the social norms and cultural practices of the Pakistani society.
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