Text Interpretation in Advertising Communication: A Semiotic Approach

Advertising, a phenomenon of contemporary society, is information that affects the mass consciousness. Social advertising promotes awareness about existing pressing issues facing society and acts as an educational tool. Previous studies that have investigated the structural analysis of the text in advertising have pointed out that most advertising headlines are composed of simple sentences. However, few studies have explored the effect of textual semiotics in advertising on consumers. This study aimed to examine the semiotic system in advertising texts and analyze the impact of advertising on the consciousness of people. It conducted a comprehensive analysis of various types of texts in advertisements. Findings revealed that the advertising text must avoid an explicit order, encourage consumers, and not provide any instructions. Furthermore, the headline must be a simple sentence structure that can be easily understood. It is suggested that a categorical imperative must be avoided, as “softer” forms of inducement are preferable to attract consumers. The study findings contribute to the literature on advertising communication and have important implications for advertising and marketing professionals to promote consumer purchase behavior.

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