ARTICLE

DEMYSTIFYING IDEOLOGY A SOCIO SEMIOTIC ANALYSIS OF BILLBOARD ADVERTISEMENTS

  1. HOME
  2. ARTICLE

10 Pages : 73-80

http://dx.doi.org/10.31703/glr.2019(IV-I).10      10.31703/glr.2019(IV-I).10      Published : Mar 2019

Demystifying Ideology: A Socio-Semiotic Analysis of Billboard Advertisements

Abstract

    The aim of the present study is to investigate the hidden ideologies in the billboard advertisements in the landscape of Lahore. The following questions have been designed: How do the billboard advertisements represent different ideologies in the landscape of Lahore? What types of ideology are implied in the billboard advertisements in the landscape of Lahore? The nature of the research is descriptive and qualitative. The sampling of the study is based on four billboards displayed in the main boulevard of Pakistan International Airline Society Lahore. The socio semiotic theoretical framework of Kress and Van Leeuwen (1996-2006) has been used. Those metafunctions such as representational, interactive and compositional have been investigated in this study. The study revealed that certain ideologies have been implied in the advertisements by the advertisers in order to achieve their aim which is to make their products popular, hence, the fulfilment of economic interests.

    Ideology, Billboard Advertisement, Social Semiotic, Critical Discourse Analysis

    (1) Amina Khalid
    Lecturer, Department of Linguistics and Communication, University of Management and Technology, Lahore, Punjab, Pakistan.
    (2) Arshad Ali Khan
    Assistant Professor, Department of Linguistics and Communication, University of Management and Technology, Lahore, Punjab, Pakistan.
    (3) Sadia Ashraf
    Lecturer, Department of Linguistics and Communication, University of Management and Technology, Lahore, Punjab, Pakistan.
Fulltext PDF

References

  • Ahmed, N. (2000). Cross-Cultural Analysis of Advertising from the United States and Indian. Retrieved from www.dissertstion.com/library/1120842a.htm.
  • Armstrong, D. (1998). Globalization and the Social State, Review of International Studies, 24, 4, 461-478.
  • Anstey, M. & Bull, G. (2000). Reading the visual: Written and illustrated children's literature, Sydney, Australia: Harcourt
  • Beasley, R. &Danesi, M. (2002). Persuasive Signs: the Semiotic of Advertising. Berlin: Moutor de Gruyter. [Online] Available: http:// www. books. google.com/ books? id=as1r7kC
  • Bovee, C. L., & William F. A. (1989). Contemporary Advertising 3d ed. Homewood, IL: Irwin.
  • Cook, Guy (1992), The Discourse of Advertising, London:Routledge.
  • Giddnens, A. (1990). The Consequences of Modernity. Cambridge: Polity Press
  • Featherstone, M. (1991), Consumer Culture andPostmodernism, London: Sage Publications.
  • Goldman, R. (1992). Reading Ads Socially. London: Routledge.
  • Halliday, M. (1994). An introduction to functional grammer.2 nd edition, London: Edward Arnold.
  • Jhally, S. (1995). Image-based culture: Advertising and popular culture. In G. Dines & J. Humez(Eds.),Gender, race and class in media (pp. 77-87). London: Sage.
  • Kress, G. and Van Leeuwen, T. 1996). Reading Images: The Grammar of Visual Design. London and New York: Routledge.
  • Kalliat, M. (2012). Beneath the Anthropomorphic Veil: Animal Imagery and Ideological Discourses in British Advertising, p: 83 LSE MSc Dissertation Series
  • Kress, G. (1985). Ideological structures in discourse. In T. A. van Dijk (Ed.), Handbook of discourse analysis: Vol. 4. Discourse analysis in society (pp. 27-42). London, UK: Academic Press.
  • Kress, G., & van Leeuwen, T. (2006). Reading images: The grammar of visual design (2nd ed.). London, UK: Routledge.
  • Kress, G. & Van Leeuwen, T. (1996). Front Pages: The critical analysis of newspaper layout', in Approaches to Media Discourse, (Ed.) Bell, A. & Garrett, P. Chapter 7. Oxford: BlackwellPublishers.
  • Lie, R., & Servaes, J. (2000). Globalization: Consumption and identity, towards researching nodalpoints. In G. Wang, J. Servaes, & A. Goonasekera (Eds.), The new communications landscape:Demystifying media globalization (pp.307_332). New York, NY: Routledge.
  • Marx, Karl. (1976). Results of the immediate process ofproduction. In Capital (vol. 1). Pelican.
  • Murdoch, G., & Golding, P. (1979). Ideology and the mass media: The question of determination. In M. Barret etal. (Eds.), Ideology and cultural production. London: Croom Helm
  • Najafian, M. & Ketabi, S. (2011). Advertising Social Semiotic Representation: A Critical Approach, International Journal of Industrial Marketing, 1(1). [Online] Available: http:// www. macrothink.org
  • Poynton, C. (1985). Language and Gender: Making the Difference. Geelong: DeakinUniversity Press.
  • Martin, J.R. (1985). Factual writing. Geelong: Deakin University Press.
  • Sherry, John F. Jr. (1987). Advertising as a Cultural System, In Marketing and Semiotics: New Directions in the Study ofSigns for Sale ed. Jean Umiker-Sebeok, Berlin: Mouton de Gruyter, 441-461.
  • Saren, M., Maclaran, P., Goulding, C., Elliott, R., Shankar, A. & Catterall, M. (Eds) (2007). Critical Marketing. Defining the Field. Oxford: Elsevier.
  • Schroeder, J. (2002) Visual Consumption. London: Routledge.
  • Sherry, John F. Jr. (1987).
  • Sedivy, J., & Carlson, G. (2011). Sold on language: How advertisers Talk to you and what this says about you, Chichester, West Sussex:Malden,MA:Wiley-Blackwell.
  • Tharp, M., &Linda, M.S. (1990).
  • Van Leeuwen, T. (2001). Semiotics and Iconography. In (eds) Van Leeuwen, T. and Jewit, C. Handbook of Visual Analysis, (pp.92- 118). London, Thousand Oaks, New Delhi: Sage Publications.
  • Van Leeuwen, T. (2005). Introducing social semiotics. London: Routledge
  • Williamson, J. (1978). Decoding Advertisements: Ideology and Meaning in Advertising. London: Marion Boyars.

Cite this article

APA

    APA : Khalid, A., Khan, A. A., & Ashraf, S. (2019). Demystifying Ideology: A Socio-Semiotic Analysis of Billboard Advertisements. Global Language Review, IV(I), 73-80. https://doi.org/10.31703/glr.2019(IV-I).10

CHICAGO

    CHICAGO : Khalid, Amina, Arshad Ali Khan, and Sadia Ashraf. 2019. "Demystifying Ideology: A Socio-Semiotic Analysis of Billboard Advertisements." Global Language Review, IV (I): 73-80 doi: 10.31703/glr.2019(IV-I).10

HARVARD

    HARVARD : KHALID, A., KHAN, A. A. & ASHRAF, S. 2019. Demystifying Ideology: A Socio-Semiotic Analysis of Billboard Advertisements. Global Language Review, IV, 73-80.

MHRA

    MHRA : Khalid, Amina, Arshad Ali Khan, and Sadia Ashraf. 2019. "Demystifying Ideology: A Socio-Semiotic Analysis of Billboard Advertisements." Global Language Review, IV: 73-80

MLA

    MLA : Khalid, Amina, Arshad Ali Khan, and Sadia Ashraf. "Demystifying Ideology: A Socio-Semiotic Analysis of Billboard Advertisements." Global Language Review, IV.I (2019): 73-80 Print.

OXFORD

    OXFORD : Khalid, Amina, Khan, Arshad Ali, and Ashraf, Sadia (2019), "Demystifying Ideology: A Socio-Semiotic Analysis of Billboard Advertisements", Global Language Review, IV (I), 73-80

TURABIAN

    TURABIAN : Khalid, Amina, Arshad Ali Khan, and Sadia Ashraf. "Demystifying Ideology: A Socio-Semiotic Analysis of Billboard Advertisements." Global Language Review IV, no. I (2019): 73-80. https://doi.org/10.31703/glr.2019(IV-I).10