Reading Advertising Discourse from a Semiotic Perspective "Promotional Video for the New Brand Identity of Saudi Airlines: A Case Study

Abstract

The aim of analyzing advertising discourse is to understand the methods of shaping the intended message to the recipient in order to influence and persuade. It also aims to uncover the mechanisms of persuasion as a distinctive speech process that combines both verbal and visual systems in its endeavor to influence and convince the recipient. It utilizes implicit and explicit persuasive techniques to attract and entice the audience to acquire the product through various advertising media and scenes. This can be applied to the promotional advertisement video for the new visual brand identity of Saudi Arabian Airlines, "Our New Logo," from a semiotic perspective. The analysis concluded that Saudi Airlines employed two dimensions in their verbal discourse: the congruent dimension and the suggestive dimension. The congruent discourse was evident, indicating a comprehensive development of Saudi Airlines' brand identity by offering services to travelers with a new approach. On the other hand, the suggestive discourse began with a headline that successfully captured attention by incorporating elements of attraction, attention, excitement, and intrigue, while posing questions to engage the recipient in watching the advertisement. The text itself fulfilled its suggestive function through the use of metaphors and deception, creating a collective socialist image in the recipient's mind by shaping it according to their imagination. The visual discourse contributed to reinforcing this collective socialist image in the recipient's mind through visual images and colors that served a non-verbal function, relying on their cultural reference and local identity to direct them towards the intended message. The analysis reveals that Saudi Airlines relied more on emotional appeals rather than rational appeals in their advertising discourse to promote their new visual brand identity.