طبيقات توصيل الطعام و عباراتها و سياقاتها : دراسة تحليلية سيميائية

الملخص EN

Semiotics is a science related to the interpretation of meaning concerning the nature of linguistic symbols.

It is essential to mastery semiotics to comprehend the usage of "signs" that in the human mind, these signs are derived from human culture as they have ability to convey meaning in all social and cultural aspects.

Hence, consumer viewpoint can easily be influenced by the elements in the advertisement.

Unfortunately, on some occasions the image or tagline can lead consumers to a wrong interpretation which eventually causes problem to them and society at large.

Inevitably, consumers are encouraged to comprehend the function of semiotics to facilitate them to understand and interpret the advertisement precisely, and correctly.

Thus, the research aims at highlighting meanings of the signs and symbols embedded in advertisements of food delivery apps, as well as to elucidate the semiotic function of them.

The research employs semiotic analysis framework as a tool in interpreting and analysing the signs, icons, symbols, and their meanings.

The Charles Sanders Pierce’s framework is adopted to analyse the collected data.

Pursuant to the process, the commonly used food delivery applications in The Kingdom of Saudi Arabia, namely: wsselksa, appmrsool and hungerstation applications are selected to extract the samplings for the analysis.

The selection of these apps is based on the similarities of icons and symbols used in them.

Hence, the aspects of representations, subject matters, and interpretations of the data will be analysed.

As a result, the relationship between these three aspects will lead to the process of interpreting meanings of the analysed signs and symbols.

As such, interpreter's understanding of the signs and symbols is very essential in determining and interpreting the meaning.

Furthermore, interpreter ability and knowledge including critical thinking skills and understanding of social life and local culture of consumers will facilitate the interpretation process.

Withstanding the function of semiotics as an infinite concept, it requires complex cognitive process, impression, reasoning, and learning as well as it commissions special attention to produce accurate and logical interpretation.