A semiotic reading of the public awareness advertisement halqa
Dissertant
Thesis advisor
University
Al Akhawayn University
Faculty
School of Humanities and Social Sciences
University Country
Morocco
Degree
Master
Degree Date
1998
English Abstract
This paper is a semiotic reading of a public awareness advertisement named Halqa.
The advertisement was launched by the Moroccan Ministry of tourism in 1995.
Its aim was to sensitize the Moroccan population to the problems facing the tourist industry and incite the audience to change their behavior vis a vis the tourists.
After an analysis of the structure, the linguistic and the iconic messages of the advertisement Halqa, the conclusions reached reveal that most symbols and sign-systems inherent in the advertisement are borrowed from the Moroccan- popular culture, although some of the scenes in the Moroccan restaurants and hotels portray Morocco's quick adjustment to the “Western condition”.
It is precisely on this heritage which compounds aspects of both tradition and modernity that the Moroccan industry of tourism dwells.
But the question is worth asking : are the Moroccan audience more interested in marketing a better image of their country or are they more interested in making the maximum of profit out of the tourist industry? The advertisement portrays the Moroccan reality as seen from the perspective of the ONMT without implicating the Moroccan viewer and especially the specific sub-audience targeted by the advertisement, namely the bazaarists, the guides, the hotel staff, the security agents, and the children.
The major implication of this study is that the advertisement Halqa does not stress on the needs and priorities of the target audience ; it rather focuses on the interests of the ONMT.
Main Subjects
Topics
No. of Pages
73
Table of Contents
Table of contents.
Abstract.
Abstract in Arabic.
Abstract in French.
Chapter One : The statement of the problem.
Chapter Two : The review of the Llterature.
Chapter Three : The signs inherent in the advertisement halqa.
Chapter Four : The audience’s identification with the advertisement.
References.
American Psychological Association (APA)
Shams Sahbani, B. A.. (1998). A semiotic reading of the public awareness advertisement halqa. (Master's theses Theses and Dissertations Master). Al Akhawayn University, Morocco
https://search.emarefa.net/detail/BIM-593711
Modern Language Association (MLA)
Shams Sahbani, B. A.. A semiotic reading of the public awareness advertisement halqa. (Master's theses Theses and Dissertations Master). Al Akhawayn University. (1998).
https://search.emarefa.net/detail/BIM-593711
American Medical Association (AMA)
Shams Sahbani, B. A.. (1998). A semiotic reading of the public awareness advertisement halqa. (Master's theses Theses and Dissertations Master). Al Akhawayn University, Morocco
https://search.emarefa.net/detail/BIM-593711
Language
English
Data Type
Arab Theses
Record ID
BIM-593711
