Semiology of Digital Advertising and the Significations of Corporate Image: An Analytical Field Study

Abstract

This study aims to analyze the significations that shape the corporate image conveyed through digital advertising, employing a semiological approach. In doing so, it utilizes Roland Barthes’ semiological framework, which examines three analytical levels: denotation, connotation, and the linguistic message. An additional level -audience interaction- has been incorporated to expand the traditional model and reflect the interactive nature of digital media. Focusing on the corporate Yassir, particularly in light of its newly launched logo on July 15, 2023, along with its ongoing advertising activities on Facebook, which were subject to continuous observation. From this process, an analytical sample was selected, comprising the new logo, ten images, and two advertising films published on the corporation’s official page between July 15, 2023, and September 20, 2024. This sample was selected through a process of screening and evaluation aimed at examining the significance associated with the corporate image. To enrich the analysis, the study also employed Irene van Nes’ (2012) visual identity model, which emphasizes six key components: the logo, colors, typography, graphic elements, images, and language. This provided a comprehensive and integrated interpretation of how the corporate image is manifested in digital ads on Facebook. Additionally, a field study was conducted to investigate audience perceptions of the corporate image. An online questionnaire was designed and administered to a purposive sample of 400 Facebook users in Algeria who had prior familiarity with “Yassir” advertisements. It aimed to examine the relationship between elements of digital advertising (such as ad exposure, visual and creative components, textual and persuasive components, implicit and emotional messages, the medium used, and advertising effectiveness) and various dimensions of the corporate image, encompassing cognitive, emotional, and behavioral aspects. Furthermore, eight expert interviews were conducted with professionals in graphic design, digital marketing, and academia to provide additional insights and support for the findings. The study found that Yassir’s corporate image is shaped through the integration of visual, linguistic, and emotional symbols, with Facebook serving as an interactive platform for co-constructing meaning between the corporation and its audience. While emotionally driven messages and consistent visual identity reinforce positive perceptions, a gap remains between the symbolic image presented in advertising and actual service experiences, highlighting the need for alignment to maintain credibility. Moreover, audience interpretations are influenced by levels of digital literacy, emphasizing the importance of adapting semiotic strategies to cultural and communicative contexts.