Semiotics of Egyptian Character Frames In T.V Advertisements: Vodafone As A Case Study

Refaat, Adel

doi:10.21608/jkom.2024.349071

Semiotics of Egyptian Character Frames In T.V Advertisements: Vodafone As A Case Study

Author

Adel Refaat

Department of Radio & TV, Faculty of Mass Communication, Menofia University

10.21608/jkom.2024.349071

Abstract

This study sought to describe the cultural features of Egypt and Egyptians in terms of: language, clothing, professions, and natural and human environments as portrayed in Vodafone Egypt advertisements. Additionally, it aimed to reveal the nature of Egyptian personality traits and forms of social relationships presented in these advertisements during the study period, along with the connotations associated with them. The research employed Visual Framing theory by focusing on two levels: denotative and connotative by analyzing Vodafone advertisements from 2011 to 2023. The study concluded many notable findings, the most prominent of which are:
- The predominance of males among the characters that the company employed during the study period to play the role of the main characters in its advertisements.
- The advertisements represented adults, then young people, then children, and the percentage of appearance among teenagers and the elderly decreased.
- All advertisements use the colloquial Egyptian dialect and employ the lyrical template.
- The majority o the advertisement settings were clean and well-maintained.
- All advertisements focused on the lives of artists and football celebrities and presented them as a positive role model for the Egyptian personality.
- The Egyptian characters in the advertisements were characterized by handsomeness and beauty. The prominent personality traits included extroversion, generosity, and frivolity, while traits such as rationality, tenderness, aggression, and introversion were less emphasized
- The advertisements focused on Egyptians' sense of humor, love of family, and resilience in the face of challenges.
- The most prominent apparent motives among Egyptians were dancing, enjoying everything available to them, and playing football. As for the mind component, the Egyptians were dominated by frivolity and the pretense of knowledge.

Keywords

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