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Semiotic Analysis

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  • Kaushal Geetika

Abstract

The present study is an application of the principles of semiotic analysis to the content and the expression of the advertisement of Horlicks produced in 1994. The study derived a framework for semiotic analysis, which included, observing the traits of focal character, the technical aspects, surroundings and the background. On the basis of this framework, the meaning of the advertisement (as emerging from cultural stereotyping by Indian audience) was understood. It was concluded that the advertisement appealed only to traditional Indian housewives.

Suggested Citation

  • Kaushal Geetika, 2000. "Semiotic Analysis," IIMA Working Papers WP2000-06-09, Indian Institute of Management Ahmedabad, Research and Publication Department.
    • Handle: RePEc:iim:iimawp:wp01690
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