Reclaiming the socio-cultural text : a semiotic-rhetorical reading of the cap avenir advertising campaign
مقدم أطروحة جامعية
مشرف أطروحة جامعية
أعضاء اللجنة
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
Table of contents.
Abstract.
Abstract in Arabic.
Introduction.
Chapter One : A semiotic-rhetorical reading of the cap avenir advertising texts.
Chapter Two : A socio-cultural analysis of the cap avenir advertising texts.
References.
نمط استشهاد جمعية علماء النفس الأمريكية (APA)
Hind Berrada, B. A.. (1997). Reclaiming the socio-cultural text : a semiotic-rhetorical reading of the cap avenir advertising campaign. (Master's theses Theses and Dissertations Master). Al Akhawayn University, Morocco
https://search.emarefa.net/detail/BIM-591172
نمط استشهاد الجمعية الأمريكية للغات الحديثة (MLA)
Hind Berrada, B. A.. Reclaiming the socio-cultural text : a semiotic-rhetorical reading of the cap avenir advertising campaign. (Master's theses Theses and Dissertations Master). Al Akhawayn University. (1997).
https://search.emarefa.net/detail/BIM-591172
نمط استشهاد الجمعية الطبية الأمريكية (AMA)
Hind Berrada, B. A.. (1997). Reclaiming the socio-cultural text : a semiotic-rhetorical reading of the cap avenir advertising campaign. (Master's theses Theses and Dissertations Master). Al Akhawayn University, Morocco
https://search.emarefa.net/detail/BIM-591172
لغة النص
الإنجليزية
نوع البيانات
رسائل جامعية
رقم السجل
BIM-591172
قاعدة معامل التأثير والاستشهادات المرجعية العربي "ارسيف Arcif"
أضخم قاعدة بيانات عربية للاستشهادات المرجعية للمجلات العلمية المحكمة الصادرة في العالم العربي
تقوم هذه الخدمة بالتحقق من التشابه أو الانتحال في الأبحاث والمقالات العلمية والأطروحات الجامعية والكتب والأبحاث باللغة العربية، وتحديد درجة التشابه أو أصالة الأعمال البحثية وحماية ملكيتها الفكرية. تعرف اكثر