A Neo-Colonial Indentation in Advertisement: A Structural Analysis on Selected Cadbury Chocolate Advertisement
Priyanka Prathas1, Sreena K2
1Priyanka Prathas, M.Phil Student, Department of English and Languages, Amrita Vishwa Vidyapeetham Kochi Campus, India.
2Dr. Sreena K, Assistant Professor, Department of English and Languages, Amrita Vishwa Vidyapeetham Kochi Campus, India.
Manuscript received on 15 May 2019 | Revised Manuscript received on 22 May 2019 | Manuscript Published on 08 June 2019 | PP: 208-213 | Volume-8 Issue-7C May 2019 | Retrieval Number: G10440587C19/19©BEIESP
Open Access | Editorial and Publishing Policies | Cite | Mendeley | Indexing and Abstracting
© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open-access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: The present paper makes both quantitative and qualitative analysis to unveil the neo-colonial intention in adver tisements,and the analysing scale used is the figurative language. The signifiers and the signs used for signification and the levels of signification are quantified for an in-depth analyses. The paper tries to persue the structural and deep semiotic analysis of four advertisements of Cadbury. It also tries totease out the neo colonial imprints through different explicit signs and symbols and checks how the food habits change with culture and traditions.
Keywords: Semiotics, Saussure, Figurative Language, Advertisement, Connotation and Denotation, Peirce, Sign, Interpretant.
Scope of the Article: Agent Architectures, Ontologies, Languages and Protocols