A Semiotic Study: Cultural Misrepresentation in Pakistani Advertisements

Abstract

This study analyzes the Pakistani culture’s misrepresentation in local brands’ advertisements. Three brands have been choose for this research: Lux (soap), Sunsilk (Shampoo) and Tarang (Milk pack). The research aims at the exploration of various signs, symbols and gestures that carry heavy connotative meaning and symbolic significance for the viewers; simultaneously highlighting the related issues. I will deploy a synthesis of semiotic analysis and critical theories for this analysis. Multiple images from advertisements have been captured for this study and Pierce’s model has been used for interpretation of all these signs. This is a multi and interdisciplinary study which is related to the different areas of culture, semiotics, and media.

Keywords: Semiotics, misrepresentation, images, sign, culture, advertisements, symbols