سميولوجيا العلاقة بين المنتج و الجمهور كما تعكسها الصور الإعلانية بالمجتمعات الاستهلاكية الافتراضية

Abstract EN

This research focused on studying virtual consumer societies as a new communication phenomenon produced by technological developments in the field of communication technology through social networking sites.

In this context, the research aimed to analyze the advertising images published across these societies, to reveal the features of the semiological structure of the relationships that these images reflect between the two elements of the product and the audience within it.

And if the advertising images published across virtual consumer societies form semiological structures full of meanings and symbolic connotations; The relationships that these images reflect between the two elements of the product and the audience within them embody the most important of these connotations and meanings, which in turn constitute those persuasive entrances on which the advertising image is based.

Hence, the tight construction and accurate design of these relationships may be one of the most important elements for the success and effectiveness of the advertising images published through virtual consumer societies on the Internet; These societies represent vast arenas for dialogue and the exchange of views and points of view, which increases the possibilities of the emergence of more than one interpretation of the meanings contained within the various advertising images published in them.

However, the use of symbols in the formation and design of the semantic structure that is reflected in the advertising images published by consumer societies on the Internet must be carried out within a framework of ethical commitment.

The wide range of freedom provided by the method in publishing and circulating advertising content cannot be relied upon in the use of symbols that offer suggestions that contradict the ethics of advertising production, which has become possible for any member within the virtual consumer community to exercise it at the lowest costs and without the slightest restriction or condition.