دلالات العنصرية العرقية في خطاب الصورة الإشهارية

الملخص EN

This paper deals with racial and ethnic representations in advertising discourses, which are based on the multiplicity of signs and icons that furnish the image space; in a socio-cultural context, where the defamer advertiser seeks through the image to reproduce symbolic meanings and connotations in the mind of the recipient.

to achieve the aim of this study, we adopted the semantic discourse analysis approach with the instrumental employment of the semiological approach by analyzing each of the plastic, iconographic and linguistic signs included in the advertising message of dove shower gel.

to conclude, the results of the study confirmed that the advertising discourse promotes the values and philosophy of dove company according to western culture and capitalist ideology.