Semiotic analysis of signs found in Algerian TV advertisement

الملخص EN

The aim of this article is to show the usefulness of the semiology of mythologies approach proposed by Barthes( 1977 ) in analyzing an Algerian TV advertisement to reach the aim of uncovering the ideology behind choosing different resources (verbal and non verbal).

The case study selected is Arthrofit+ dietary complement shows that both textual and visual signs are among semiology of mythologies which could help the advertisers to convey persuasive messages under ideological assumptions.

This work will strive to explain how and why Barthes decreed the death of the author.

Moreover, it explains how he denounced the author's intentionalism, how he used it to institute the notion of multiple interpretation.