Decoding Signs in Indian Advertisements

The presence of advertising messages in our lives is foreseeable, whether in print or digital form; they play an important role in visual communication. We realize them extensively in our daily life in various advertising forms, like outdoor and indoor, and in recent times, digital form, and many other media for communication purposes. The essential function of an advertising message, in any printed or digital format, is to convey the text, which in most cases is denotative in approach, since a sentence or a word conventionally conveys the message to the audience, which is conservative in the structural aspect of the function of any advertising. The paper examines the potential and purpose of the various approaches used in advertising in the form of visuals, signs, textual messages since the audience gets involve with the product from the advertisement itself, prior to actual usage and acceptance in most of the cases, where symbolic suggestions and impressive visuals makes an important factor in creating the desired motive of convincing and persuasive for the consumer which serves as an important factor for communicating the message across the audiences like picture, illustration in an advertising design. The paper employs Roland Barthes’ semiotic theory to explore the practices and intentions of visual signs in Indian advertisements, as advertising serves as an important persuasive communication tool that employs various signs and symbols to attract the audience's attention. The method includes descriptive content analysis, in which the visuals, symbolic, and linguistic components from products of assorted brand in Indian advertisements are considered to understand their cultural and symbolic significance

Decoding methods · Digital media · Phrase · Semiotics · Sentence · Consumer Behavior in Brand Consumption and Identification · Consumer Packaging Perceptions and Trends · Diverse Cultural and Social Studies

• Gender and Advertising

  Gülten Adali Aydin, Fatma Yardibi et al.•Journal of Advertising•2025

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