It is a well-researched fact that TV advertising is the most effective form of advertising; but this fact is now met with much skepticism. Also, in comparison to TV, the potential of other media such as radio, print and web, are not given due importance. The objective of this study is to compare...

Objective – This paper presents a discourse study on the print advertisements of a particular theme in Malaysia, that is, Malaysia Day, for social and commercial functions by a telecommunication company. Methodology/Technique – The print advertisements studied were analyzed in a detailed...

In 2003, the alcohol beverage industry spent more than $1.6 billion on advertising in measured media outlets, including $394 million on ads placed in magazines. Industry critics assert that some of these activities intentionally target adolescent audiences and thereby contribute importantly to...

The aim of this paper is to analyze a specific printed advertisement from two different semiotic points of view. First, we apply the interpretative instruments provided by the Barthes’ school of thinking (focused on the description of explicit signs taken in isolation). We then attempt to...

The purpose of this paper is to explore the most effective print advertising strategy in terms of message strategy and execution framework for teenage boys in India. Teenage boys (n = 400) watched twenty advertisements in which message strategy and execution framework were manipulated in a 2x10...