Semiotic Analysis of Facebook Video Ads: The Case of Renault Kadjar

Abstract

The present paper seeks to analyse a Renault Kadjar video advertisement launched on Facebook. It argues that with the widespread use of new technologies, electronic gadgets, and social media, clearly-demarcated boundaries between disciplines can no longer be pinned down. While in this paper we assert that conducting a study that pertains to digital culture and marketing is a daunting task since Human Sciences ( HS) are intermingled with various disciplines and fields of study, namely art, cinema, and new media, to mention but a few, this work  tries to bring  to the fore that the research methodology adopted which goes beyond Critical Discourse Analysis to image and video analysis helps solve this issue. In this respect, the results revealed that images, verbal, non-verbal elements deployed to persuade prospect clients are fluid and unstable because of the dynamic interplay between (PICM) Presentational, Interactive, and Compositional Meaning.

Keywords— New media; Video Ad ; dynamic interplay; visual grammar; PICM.

DOI: 10.7176/NMMC/105-04

Publication date:November 30^th 2023