Semiotic analysis of Indian television. Advertisements and its impact on consumers: an exploratory study
Journal Title: ESSACHESS - Journal for Communication Studies - Year 2015, Vol 8, Issue 1
Abstract
Everyday consumers are exposed to a huge and wide variety of advertisements. These advertisements fall into different categories of communication media such as television, print media e.g., magazines and newspapers, cinema or billboards, radio etc. Advertising now reaches far more people than it used to with traditional media since it has major presence in new digital media which has also transformed immensely in recent time. These advertisements deliver and also utilise a wide range of meaning, symbols and messages also called semiotics in their advertisements. Importantly, large part of any individual is surrounded by lot of signs and symbols, however, the way they comprehend these sign, symbols and meaning differ from one to other individual. Since, India is a vast country with vivid and varied culture and demographics, it becomes a challenge for advertisers to target and attract right consumers through their advertisements. In such a situation it is essential for advertisers to understand the choice consumers have for advertisements and the differential impact it has on the consumers. Our study shows the differential impact advertisements have through their themes, colours, to be more specific, impact that semiotics have on consumers and how it can be made more effective and targeted by understanding the language and impact of semiotics on consumers in India.
Authors and Affiliations
Professeur Adjoint dr. Pooja SHARMA| Amrita School of Business Amrita Vishwa Vidyapeetham University, INDE, Professeur Adjoint dr. Priya GUPTA| Amrita School of Business Amrita Vishwa Vidyapeetham University INDE
Keywords
Related Articles
- EP ID EP9178
- DOI -
- Views 454
- Downloads 29
The Impact of Social Media on Press Freedom in Greece: Benefits, Challenges and Limitations
The purpose of the essay is to put light on the expansion of social media in news broadcasting in Greece, highlighting their impact on press freedom and freedom of expression. Taken for granted that the media in Greece...
The influence of culture on the expression of emotions in online social networks
Seeking to understand the influence of culture on the expression of emotions in online social networks, we analyzed four Facebook groups – two from Quebec, Canada and two from Colombia – created following unexpected...
Christian Metz and the mediatization
This paper makes reference to a series of controversial aspects which were awakened by Christian Metz’s work over the course of his active life and are still in the spotlight thirty five years after his demise. The p...
Co-producing sustainability indicators for the port of Antwerp: How sustainability reporting creates new discursive spaces for concern and mobilisation
In this article we discuss the port of Antwerp’s sustainability reporting initiative, reporting on the joint performance of the harbour community, as a process of co-production. By means of ‘stakeholder elicitation...
Study of order effects in the search for information on the Web: the case of an experiment about smoking cessation techniques
This article deals with cognitive biases that could affect the judgment of net surfers while reading a list of answers, after a query in a search engine. The hypothesis is made that order effects i.e primacy and/or rec...