Reclaiming the socio-cultural text : a semiotic-rhetorical reading of the cap avenir advertising campaign

مقدم أطروحة جامعية

Hind Berrada, B. A.

مشرف أطروحة جامعية

al-Rashidi, Linda Stump

أعضاء اللجنة

al-Almi, Najia
Pratt, Paula

الجامعة

جامعة الأخوين

الكلية

كلية الإنسانيات و العلوم الاجتماعية

دولة الجامعة

المغرب

الدرجة العلمية

ماجستير

تاريخ الدرجة العلمية

1997

الملخص الإنجليزي

This work articulates a reading of the advertising campaign, conceived by Wafabank in 1994 to launch Cap Avenir as a new product.

Nonetheless, only a print ad and a TV commercial have been selected as two sample texts.

Along two interrelated perspectives, namely semiotic and rhetorical, I have sought to analyze the socio-cultural implications of the bank’s advertising message.

By choosing semiotics and rhetoric as a mode of inquiry, this project purports to come to the understanding of the intricate mechanisms whereby advertising, as an expressive cultural practice, operates.

It thus attempts to rethink the truth-value of whatever advertising designers advance, with intent or inadvertently, about their target audience.

The conclusions reached after the analysis of iconicity, plasticity and textuality reveal two major questions which, in my view, need to be addressed on their own.

The first has to.

do with the Westernized outlook which informs the print ad though, ironically enough, the team that designed it and the audience targeted were mainly Moroccan.

The second question concerns the Orientalist strain readily felt on viewing the TV commercial, a work accomplished by a French advertising agency.

The main implication of this study is that, in general, advertising in Morocco still cogitates within imported frameworks of conception, completely blind to the necessity of reorienting interest into national culture.

التخصصات الرئيسية

العلوم الهندسية والتكنولوجية (متداخلة التخصصات)

عدد الصفحات

62

قائمة المحتويات

• APA
• MLA
• AMA

لغة النص

الإنجليزية

نوع البيانات

رسائل جامعية

رقم السجل

BIM-591172