جماليات الخطاب السردي في الإشهار التلفزيوني - دراسة تحليلية سيميولوجية

Abstract

This study explores the aesthetics of narrative discourse in television advertising, aiming to understand the aesthetic strategies that shape advertising narratives and how these strategies contribute to conveying meanings and messages. The research adopts a semiotic analysis approach, particularly drawing from Greimas' narrative semiotics, which focuses on meaning, especially how meaning takes shape and the conditions under which it emerges. However, the study does not solely focus on the structure of meaning; it also delves into the formal and artistic qualities of advertising discourse to explore the relationship between the signifier and the signified in the advertising context. By deconstructing scenes and images, the study seeks to uncover the encoding mechanisms, with an emphasis on specific aesthetic techniques such as storytelling, intertextuality, the use of comedic aesthetics through parody, and cinematic language. The analysis focuses on a purposive sample of narrative-driven television ads. The study concludes that aesthetic elements in advertising are not just decorative or designed for visual attraction; instead, they form an integrated semiotic system that fosters emotional engagement with the viewer and creates symbolic meanings tied to deeper concepts related to the product. These aesthetic choices also enhance the viewer's sensory experience.