Title: Hybridisation as organisational design in visuals on 'Fortes' advertisement: a semiotic analysis

Authors: Sathvika Rudrakumar; Rajasekaran Venkatraman

Addresses: School of Social Sciences and Languages, Vellore Institute of Technology, Chennai, Tamil Nadu, India ' School of Social Sciences and Languages, Vellore Institute of Technology, Chennai, Tamil Nadu, India

Abstract: Advertising is the most important marketing strategy to promote products to consumers. The world is witnessing a boom in automobile industries with e-vehicle and CNG advancement. Different modes or types of delivering messages to consumers or audiences are equally essential. The paper examines automobile print advertisements to determine how the advertising sector seeks to secure its targeted goal of urging and influencing the audience through the semiotic lens. The major finding is determining how the sign language system operates through the visuals portrayed. The paper explores decoding the semiotics theory and uncovering the hidden meanings in selected advertisements. The study inspects the connotative and denotative interpretations included in the image. These advertisements are subjected to a comprehensive examination, which includes both descriptive content analysis and pictorial analysis as the approach for this study. The study analysed a number of advertising, and one of the most important representations that was found in those advertisements was hybridisation.

Keywords: automobile advertisements; pictorial analysis; organisational designing; sign language; signifier and signified; connotative and denotative; semiotics; Kia Motors; animals; print advertisements; magazine ads.

DOI: 10.1504/IJIE.2024.141877

International Journal of Intelligent Enterprise, 2024 Vol.11 No.4, pp.354 - 374

Received: 02 Sep 2023
Accepted: 01 May 2024
Published online: 02 Oct 2024 *

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