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The creation of multiple referents for a designated brand has become a prime concern for the advertising industry. As an illustration, the author presents a semiotic analysis of a short 2010 advertising clip produced for the Algerian mobile telephone operator Nedjma, which is owned by Qatar Telecom....
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| Main Author: | |
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| Format: | Article |
| Language: | fra |
| Published: |
Université Laval
2014-01-01
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| Series: | Communication |
| Subjects: | |
| Online Access: | https://journals.openedition.org/communication/4729 |
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| Summary: | The creation of multiple referents for a designated brand has become a prime concern for the advertising industry. As an illustration, the author presents a semiotic analysis of a short 2010 advertising clip produced for the Algerian mobile telephone operator Nedjma, which is owned by Qatar Telecom. Although the referents to the brand Nedjma are easily recognizable, the meanings attached to them are dependent on the consumers’ world of representations and stereotypes. |
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| ISSN: | 1189-3788 1920-7344 |