التحليل السيميولوجي للصورة الإعلانية السياحية في الصحف الإلكترونية المصرية

Abstract EN

The study aimed to identify the indications contained in the advertising pictures of tourism in the Egyptian electronic newspapers by analyzing them semiological analysis, and this study belongs to the qualitative studies, and it relied on the qualitative approach and used the semiological method, and the sample of the study was determined in the advertisements published on the website of two newspapers: News Today and the seventh day, during a period of time starting from 1/2/2021 and ending on 1/4/2021.

The results of the study concluded that the advertisements under study used classical Arabic in their messages, and most of the advertising images came in the form of a rectangle, and the camera movement in all the advertising images was constant, as well as the advertising images varied in terms of the type of shot, where the medium and long shot was used including It serves the goals of the advertisement, and the image in most advertisements came with the normal angle of confrontation, and used backgrounds and colors of different types and connotations, Positions, movements, and gestures have been used extensively in order to arouse the recipient's interest and persuade him to visit the Egyptian tourist security.

Most of the tourist advertisements under study have used prominent personalities, which are considered a persuasive method that makes the recipient follow behind his favorite personality.

Attracting him towards visiting Egyptian tourist places and the tourist advertising image in question focused on several types of tourism in Egypt, which are cultural tourism, medical tourism, and recreational tourism.