دور الإشهار السينمائي في التعريف بالموروث الثقافي الجزائري اللامادي : الملصق الإشهاري السينمائي لفيلم البوغي أنموذجا

الملخص EN

This study aims to identify the role of cinematic advertising in defining the Algerian immaterial cultural heritage, through a semiological approach to a cinematic advertising poster for the movie el-Boughi, relying on the semiological method in selecting and describing the sample, and the semiological method in its analysis and study, and to answer the problem of the study was based on a group among the data collection tools are : observation and semiological method tools.

the most prominent findings of this study are the following : film advertising can contribute to the definition of the intangible Algerian cultural heritage, through one of the most important advertising pillars represented in the cinema advertising poster designed and built according to artistic foundations and values, hidden cultural loads that affect the recipient’s subconscious behind its appearance.

to consolidate the definitional principles of the intangible algerian cultural heritage first, and contribute to its marketing and transmission across generations, secondly.