ISSN(Print):   2664-0422 - ISSN(Online):   2664-0430 - ISSN-L:   2664-0422
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PAKISTAN SOCIAL SCIENCES REVIEW (PSSR)

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RESEARCH OF SOCIAL SCIENCES (SMC-PRIVATE) LIMITED(ROSS) & PAKISTAN SOCIAL SCIENCES REVIEW (PSSR) adheres to Creative Commons Attribution-Non Commercial 4.0 International License. The authors submitting and publishing in PSSR agree to the copyright policy under creative common license 4.0 (Attribution-Non Commercial 4.0 International license). Under this license, the authors published in PSSR retain the copyright including publishing rights of their scholarly work and agree to let others remix, tweak, and build upon their work non-commercially. All other authors using the content of PSSR are required to cite author(s) and publisher in their work. Therefore, RESEARCH OF SOCIAL SCIENCES (SMC-PRIVATE) LIMITED(ROSS) & PAKISTAN SOCIAL SCIENCES REVIEW (PSSR) follow an Open Access Policy for copyright and licensing.

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How to Cite

The Portrayal of Cross-Cultural Aspects in Digital Toothpaste Advertisements: A Semiotic Study

Abstract

Contemporary life has been governed by advertisements that have cultural depictions to attract region bound target customers. Multinational companies design different advertisements for different cultural settings, and although it increases the advertising cost, yet the survival of multinational companies depends on fascinating indigenous cultural elements in advertisements. This study aims to unravel those hidden cultural signs in advertisements of two toothpaste brands Oral-b and Sensodyne across six continents. It explores the cross-cultural aspects through the lens of Roland Barthes’ semiotic theory. This qualitative study reveals that advertisements are designed keeping in mind the socio-cultural aspects of the target audience. These ads become appealing to the target customers of that culture, but the same advertisement may not influence the audience of another culture. The study contributes to a better understanding of cross-cultural advertisements; hence, it motivates to avoid cultural shock elements which can ruin any industry.

Authors

  • Dr. Zafar Ullah
  • Instructor, English Department, Virtual University, Islamabad, Pakistan
  • Dr. Muhammad Farooq Alam
  • Assistant Professor, Department of English, National University of Modern Languages, Rawalpindi, Punjab, Pakistan
  • Iffat Javed
  • BS English, Department of English, National University of Modern Languages, Islamabad, Pakistan

Keywords

Advertisement, Connotative Meaning, Cross-Culture, Denotative Meaning, Semiotic

DOI Number

10.35484/pssr.2022(6-II)61

DOI Link

http://doi.org/10.35484/pssr.2022(6-II)61

Page Nos

733-749

Volume & Issue

v6-2

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Creative Commons License
Pakistan Social Sciences Review (PSSR) by RESEARCH OF SOCIAL SCIENCES (SMC-PRIVATE) LIMITED(ROSS) is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Based on a work at https://pssr.org.pk/

Pakistan Social Sciences Review (PSSR), Developed by M. Yaseen

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