The supports of personality in the Algerian television advertising discourse The centrality of semiotic representations of the image of the elderly

Abstract

Advertising serves as a pivotal medium of communication within the digital realm, acting as a reflective mirror of societal essence, practices, customs, and traditions. Moreover, it serves as a vessel for cultural and intellectual values, transmitting them digitally through a fusion of imagery and language to the recipient viewer, who assumes the role of the consumer tasked with decoding the conveyed message.

This process necessitates a nuanced understanding and adeptness in representation, wherein linguistic and non-linguistic elements operate in a deliberate, coordinated fashion, with the intent of persuading and influencing the recipient. Central to this dynamic is the portrayal of the elderly within Algerian television advertising discourse, prompting inquiries into the extent of the audience's response to such representations.

This study endeavors to elucidate the depiction of elderly individuals in Algerian television advertisements, discerning whether these portrayals lean towards a negative characterization, indicative of a marginalizing perspective, or a positive one, highlighting the integral role played by this demographic within society.

Our findings underscore the level of audience engagement with depictions of elderly personas and their associated imagery within Algerian advertising, notably within the context of Lacto fiber advertisements. Furthermore, they underscore the significance of linguistic elements in shaping and refining the communicative efficacy of advertising discourse.