Visual Communication Messages in TV Advertising: Semiotic Analysis of Maroc Telecom Commercial

Toufik El Ajraoui


This article is an academic reaction to the powerful domination of advertising images,
specifically TV commercials as visually intensive forms of mass communication. These
images draw their importance and prominence from the central position they occupy in the
mass communication sign system. To investigate the production of meanings from visuals
using semiotics as a theoretical basis, the present paper studies an advertising slot that was
broadcast on Moroccan television channels. It revolves around the ad’s visual communication
messages that advertisers mainly convey through pictures and other communicative forms.


visual communication, semiotics, sign system, commercial slot, visuals.

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