Susanti, Elizabeth (2015) Semiotic Analysis of Cross-Cultural Advertising Communication between China and the U.S.: Pepsi Advertisings Case Studies. In: International Symposium on Cultural and Communication Semiotics, 3-5 July 2015, Chengdu.
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Abstract
Globalization is making equalization of social and cultural diversity (Robertson, 1992) and globalization also affects display advertising. Today much advertising is made more homogeneous between different countries. This study uses Roland Barthes' semiotic analysis to examine Pepsi advertisements between the US and China that have similar visual and plot lines. This study aims to determine any element that can change the impression of ideology in advertising. The final results obtained unique differences between the two countries that represent their own unique cultural development.
| Item Type: | Conference or Workshop Item (Paper) |
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| Subjects: | N Fine Arts > NX Arts in general |
| Depositing User: | Perpustakaan Maranatha |
| Date Deposited: | 23 Sep 2020 02:45 |
| Last Modified: | 23 Sep 2020 02:48 |
| URI: | http://repository.maranatha.edu/id/eprint/27372 |
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