The aesthetics of narrative work in television Semiological analysis study of - advertising "Kinder Bueno" chocolate

Abstract

This research seeks to analyze a television advertising discourse related to a food product that, with its apparent and implicit content, tries to convince the recipient of its advantages, so that the recipient turns into a consumer at a later stage. The advertising discourse is a visual discourse in which a collection of linguistic and visual signs work together to produce meaning.We will try to rely on the semiological approach represented in the works of the French school, particularly Grimas' treatises, to interrogate the narrative structures of advertising and examine its implications, and establish the link between its symbols in order to reach what provokes aesthetic emotion. The analytical study concluded, in general, that the advertising discourse under examination was built extensively on linguistic and iconographic aesthetics, as well as plastic through the aesthetically use of elements of cinematic language to serve this discourse and achieve its ultimate goal, which is to push the recipient to consume and prefer the product over other products. Keywords: Aesthetics, narrative , Narrative structures , TV advertising