Author(s): Sathvika R, Rajasekaran V

Abstract: To understand the awareness of global warming and climatic changes in advertising, such as through “semiotic theory”. The pictorial textual analysis evaluates the scope and configures the awareness of Global warming in the selected Kwality Wall’s ice cream print advertisement targeting the product, signs, symbols, pictorial representation, and captions of the advertisement. Based on the pictorial textual framework, different sources and dimensions of global warming as well as the ice sheet melts in the Antarctic region are analyzed. Results suggest that global issues and climatic conditions advertising is a highly targeted strategy appealing to consumers. Global warming and climatic changes typically represented through semiotic analysis while the pictorial textual analysis focuses on the entire advertisement. The study also highlights the emphasis on climatic changes and global warming awareness in advertising narratives.

Keywords: Global warming, climatic change, Ice cream advertisement, Sign language, Semiotics.

Article Info: Received: 11 May 2023; Received in revised form: 14 Jun 2023; Accepted: 21 Jun 2023; Available online: 28 Jun 2023

DOI: 10.22161/ijels.83.67