Abstract
The role of language in the construction of socio-cultural reality is inevitable. That is why text is used as a pillar that supports the explication of the intended purpose of images applied in multifaceted ad plates. It is a phenomenal tradition that has remained strong in ad campaigns. Advertisers make images and text as discrete components that are inseparable. Images and texts are sedimentary devices in ads, which we can consider as the social position that motivates this enquiry. After the selection of ten ads from various social strata, semiotics viewed from the stances of Saussure and Peirce has been applied along with social semiotics to analyze the ads. The study reveals that ads and advertisers are keen to the promotion of culture with the use of images with textual collaboration. Reference to antiquity has been exposed as a very useful material in ads because it fascinates the public by reproducing their about-to-be-forgotten cultural heritage. Social exercises in the ads create side attractions that lead to assorted photographic entertainment. Besides boosting the audience social knowledge, socio-cultural reproduction experienced in ads can propel the concerned agencies to repackage our cultural beauties as a means of economic growth and emancipation. Keywords: Advertising, Consumer, Language Function, Social System, Semiotics
Highlights
Advertising is meant for the society; the society is meant for advertising
Socio-cultural activities in ads serve an endless purpose of association with the society, the social actors are not sometimes interested in the ad campaigns
The items in the ads link the recipients to the social elements and consumers to the products advertised
Summary
Advertising is meant for the society; the society is meant for advertising. The former assertion dominates professional focus while the later indicates professional material. A bond of affinity and subsistence are created and sustained so that the loyalty of the consumers is consistently mechanized for the betterment of products’ manufacturers. The focus of advertisers seems to be more on the society and less on the products. Advertisers present the products to intended customers and as much as possible want the consumers to believe the rhetoric and logic of their objectives. Advertisers, as professionals, focus the society and calculate modalities on how to convince them to patronize certain goods and services
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