In advertisements directed at consumers within a society or others ocieties, brands employ cultural signs （values, beliefs, rituals, and heroes and symbols） and in accordance, it can be observed that they consciousl...In advertisements directed at consumers within a society or others ocieties, brands employ cultural signs （values, beliefs, rituals, and heroes and symbols） and in accordance, it can be observed that they consciously make use of the terms ＂locality＂ and ＂globality＂. In this study, four global food brands＇ advertisements including cultural codes, locality, and globality have been randomly selected and analyzed. These advertising messages have been analyzed at an intercultural level from visual semiotics perspective. It has been tried to determine the ＂local＂ approaches of global brands by revealing the ＂intercultural＂ dimension transferred through visual and linguistic signs in the advertisements which we reselected with an eclectic method.展开更多
文摘In advertisements directed at consumers within a society or others ocieties, brands employ cultural signs （values, beliefs, rituals, and heroes and symbols） and in accordance, it can be observed that they consciously make use of the terms ＂locality＂ and ＂globality＂. In this study, four global food brands＇ advertisements including cultural codes, locality, and globality have been randomly selected and analyzed. These advertising messages have been analyzed at an intercultural level from visual semiotics perspective. It has been tried to determine the ＂local＂ approaches of global brands by revealing the ＂intercultural＂ dimension transferred through visual and linguistic signs in the advertisements which we reselected with an eclectic method.
