La marque comme référent ultime de la publicité
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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| 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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| _version_ | 1850258200436146176 |
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| author | Atmane Seghir |
| author_facet | Atmane Seghir |
| author_sort | Atmane Seghir |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-87a9cbc41f864f4c8cdd5d05fe50e57a |
| institution | OA Journals |
| issn | 1189-3788 1920-7344 |
| language | fra |
| publishDate | 2014-01-01 |
| publisher | Université Laval |
| record_format | Article |
| series | Communication |
| spelling | doaj-art-87a9cbc41f864f4c8cdd5d05fe50e57a2025-08-20T01:56:14ZfraUniversité LavalCommunication1189-37881920-73442014-01-0132110.4000/communication.4729La marque comme référent ultime de la publicitéAtmane SeghirThe 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.https://journals.openedition.org/communication/4729Algeriaadvertisingreferentbrandmobile telephone |
| spellingShingle | Atmane Seghir La marque comme référent ultime de la publicité Communication Algeria advertising referent brand mobile telephone |
| title | La marque comme référent ultime de la publicité |
| title_full | La marque comme référent ultime de la publicité |
| title_fullStr | La marque comme référent ultime de la publicité |
| title_full_unstemmed | La marque comme référent ultime de la publicité |
| title_short | La marque comme référent ultime de la publicité |
| title_sort | la marque comme referent ultime de la publicite |
| topic | Algeria advertising referent brand mobile telephone |
| url | https://journals.openedition.org/communication/4729 |
| work_keys_str_mv | AT atmaneseghir lamarquecommereferentultimedelapublicite |