A SEMIOTIC ANALYSIS OF MULTINATIONAL BRAND ADVERTISEMENTS IN PAKISTAN

Abstract

This study conducts a semiotic analysis of multinational brand advertisements in Pakistan to explore the role of verbal and non-verbal signs in shaping consumer perceptions and behaviors. Utilizing Roland Barthes' semiotic theory as a theoretical framework, the study examines ten prominent advertisements from multinational brands, including Coca-Cola, Pepsi, Surf Excel, Telenor, and others. Through purposive sampling and qualitative research methods, the study deconstructs each advertisement to identify and analyze verbal elements such as slogans and textual messages, as well as non-verbal elements like images, colors, and visual motifs. The analysis aims to uncover the underlying meanings, cultural associations, and intended messages conveyed by these advertisements, thereby providing insights into the semiotic strategies employed by multinational brands in the Pakistani market. The significance of the study lies in its contribution to our understanding of advertising practices and consumer behavior in a culturally diverse and rapidly evolving market landscape. The findings offer valuable implications for marketers, advertisers, and researchers seeking to create effective communication strategies and enhance brand engagement in Pakistan and similar contexts.

 Keywords: Semiotic analysis, multinational brands, advertisements, Pakistan, Roland Barthes, verbal signs, non-verbal signs.