Title: Is semiotics capable of improving advertising effectiveness for Gen Z?

Authors: R.K. Srivastava; Sandeep Bhanot

Addresses: N.L. Dalmia Institute of Management Studies and Research, Maharashtra, 401107, India; Affiliated to: University of Mumbai, India ' SIESCOMS, Navi Mumbai, India; Affiliated to: University of Mumbai, India

Abstract: It is qualitative research involving NVIVO software and a word cloud followed by quantitative research involving primary research. Our study examines the impact of semiotics exhibited in TV advertisements on viewers like Gen Z as they are emerging a big market for consumer products. It was found that brand recall was influenced by trust in the brand if it was targeted at Gen Z. As a result of incorporating semiotics into the advertisement, it will enhance mood and emotion, and will likely be influenced by cultural values as a background, followed by music and jingles, dialogue choices, signs, and symbols if it is aimed at Gen Z in emerging markets like India. The results of this study provide marketers with practical guidelines for designing advertisements using semiotics that appeal to Gen Z of different ages and genders. This research study adds value to existing literature in Indian advertising using semiotics. The influence of television advertising using semiotics on Gen Z in their brand recall and purchase intentions in emerging markets is an important contribution, as they are the main target consumers for global brands.

Keywords: semiotics; cultural values; emotion and mood; music and jingle; brand recall.

DOI: 10.1504/IJBFMI.2026.150461

International Journal of Business Forecasting and Marketing Intelligence, 2026 Vol.11 No.1, pp.92 - 113

Received: 02 Jan 2024
Accepted: 09 Jan 2024
Published online: 15 Dec 2025 *

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