الدلالات الأيقونية والألسنية في الإشهار التلفزيوني الجزائري دراسة سيميولوجية لإشهار «لمتنا تحلى» في قناة الشروق

Abstract

This study aims to shed light on how to analyse TV advertising, which is considered a distinctive and quite an important communication type in delivering information and messages to the masses and influencing them psychologically and socially, by applying semiological analysis which specialises in uncovering the implicit connotations according to Francis vanoye and Roland Barthes' approaches, where both contribute to dismantling the advertising discourse infrastructure and restructuring it as well as rebuilding the communicative system in order to read the dimensions and connotations of the audio-visual advertising image. As a model for our study, we chose the TV advert/commercial of Coca Cola "Lemmetna tahla" " our gathering gets nicer/ sweeter ". We concluded in this study that the advertising of Coca Cola company relies on linking the product with social, human and emotional values in order to convince the viewer and attract his attention to the acquisition of the product