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The aim of this study is to examine the semiotic connotations present within fashion advertisements. Particularly, it aims to discuss the utilization of visual and linguistic signs in fashion advertisements for the purpose of communicating intended meanings and establishing distinctive associations with the brand and its merchandise. The main problem is that: the realm of fashion advertising is known for its intense competition, wherein various brands allocate substantial resources towards developing effective campaigns that are capable of distinguishing their products from those of their peers. This research endeavor is directed by the subsequent inquiries: Firstly, what are the visual and linguistic cues that are utilized in fashion advertisements to convey the intended brand significance. Secondly, what is the manner in which these cues generate affiliations between the brand and its merchandise? According to the findings of the literature review, the study has formulated the hypothesis that fashion advertisements employ a variety of visual and linguistic indicators to construct connotations that are affiliated with the brand and its merchandise. Various indicators would comprise the employment of chromatic hues, artistic depictions, linguistic expressions, and customary emblems, among alternative forms of signification. The present study posited that the meanings generated by these signs have a significant impact on the overall communication of the brand and its products. Further, comprehension of these connotations is crucial for successful branding and advertising strategies. Moreover, the study employs a qualitative method of analysis. Additionally, the Saussurean Theory of Signs is chosen for the Semiotic analysis. However, the selected data are a collection of fashion brands advertisements including Mavi Jeans, Bottega Veneta, Hermès, Armani Exchange, and Dior Lady. The study found that fashion advertisements use a range of visual and linguistic signs to create meanings that are associated with the brand and its products. The study highlighted the importance of understanding these meanings for effective branding and advertising, and provided recommendations for future research in this area. Lastly, the study is structured as having: an introduction, theoretical background, methodology, data analysis, and finally a conclusion followed by a list of references.
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