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Coherence of key elements: A guarantee of advertising effectiveness

Author

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  • Belkhodja, Mona

    (Associate Professor, Higher Institute of Languages of Tunis, University of Carthage, Tunisia)

Abstract

This paper aims to use the semiological approach as a tool for evaluating advertising effectiveness. Many researchers have already examined various ads using this method to identify the visual, narrative and symbolic elements that may influence consumers’ perception. Semiological analysis proves to be a precise and reliable approach to measure the impact of advertisements, providing companies with insights to design more impactful messages. In this context, this research aims to conduct a comparative analysis of two advertising campaigns from two laundry detergent brands; it outlines the idea that the coherence of significant elements, both visually and verbally (audio-visual), plays a crucial role in the effectiveness of an advertising message. The paper offers new and promising perspectives for marketing and communication professionals. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.

Suggested Citation

  • Belkhodja, Mona, 2025. "Coherence of key elements: A guarantee of advertising effectiveness," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 9(2), pages 164-182, May.
    • Handle: RePEc:aza:jcms00:y:2025:v:9:i:2:p:164-182
    as

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    More about this item

    Keywords

    strategic communications; content strategy; international engagement; experiential learning; student experience; knowledge mobilisation; research communications; student recruitment;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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