Author(s)

Jialing Wu ¹

Affiliation(s)

¹ Department of English, Sichuan University, 2 Chuanda Road, Shuangliu District, Chengdu, Sichuan, China

Corresponding Author

Jialing Wu

ABSTRACT

Most chocolate commercials offer various implicit concepts such as love, sweetness, enjoyment, relaxation, and happiness. These concepts are a series of mythic buildings articulated in the advertisement to cover up chocolate’s disadvantages, such as making people obese and increasing the number of cariogenic bacteria. Therefore, advertisement is a method to hide products’ demerits while enlarging their merits. This article attempts to analyze a Dove chocolate commercial by using Roland Barthes’ semiology approach. Thus, the use of this approach can show the myths built through the signifier and the signified in this commercial and it also reveals how the symbol of the Dove chocolate commercial affects customers.

KEYWORDS

Myth, Roland Barthes, signifier, signified, Dove chocolate commercial

CITE THIS PAPER

Jialing Wu, Text of Dove Chocolate Commercial: A Semiology Study of Roland Barthes. Lecture Notes on Language and Literature (2022) Vol. 5: 72-77. DOI: http://dx.doi.org/10.23977/langl.2022.050510.

REFERENCES

[1] Xu Xie."The Semiotic Interpretation of Nike Advertisement" Modern Communication (Journal of Communication University of China) .03 (2008): 141-142.
[2] Barthes, Roland. 1973. Mythologies. Trans. by Annette Lavers. London: Paladin Books.
[3] Syakur, Ahmad Abdan, Rusdiawan Rusdiawan, and Muhammad Sukri. "Text of cigarette advertisement: A semiology study of Roland Barthes." International journal of linguistics, literature and culture 4.3 (2018): 72-79.
[4] Adam Gelzinis, et al. "Things Happen After A Brand Stops Spending on Advertising?." International Brand Observation. 07 (2022): 34-38.
[5] Zhang Zhihong. Semiotic analysis of the print advertisement of Honor of King.2017.Southwest Jiaotong University, MA thesis.
[6] Bouzida, Feyrouz. "The semiology analysis in media studies: Roland Barthes Approach." Proceedings of SOCIOINT14-International Conference on Social Sciences and Humanities. 2014.
[7] Li Ke and Chen Guohui." Analysis of Brand Image Spokesperson." Career Time and Space. 15 (2007): 26.
[8] Luo Huanhuan." An Analysis of the Construction of Multimodal Metaphors in Advertising—A Case Study of the Dove Chocolate musical commercial." English Abroad. 22 (2021): 92-93.
[9] Xie Congyu. Research on the Creation Characteristics of Short Music Video from Multi-modal Pperspective. 2021. Chongqing University, MA thesis.
[10] He Wenxing. "The Cognitive Construction of Multimodal Metaphor in Online Video Advertising—A Case Study of "The Rhythm of the Heart" of Dove's commercial." English Abroad. 09 (2018): 204-205.

Sponsors, Associates, and Links

---

• Journal of Language Testing & Assessment
  
  
• Information and Knowledge Management
  
  
• Military and Armament Science
  
  
• Media and Communication Research
  
  
• Journal of Human Movement Science
  
  
• Art and Performance Letters
  
  
• Lecture Notes on History
  
  
• Philosophy Journal
  
  
• Science of Law Journal
  
  
• Journal of Political Science Research
  
  
• Journal of Sociology and Ethnology
  
  
• Advances in Broadcasting