Análisis semiótico y comunicacional de las campañas publicitarias en la revista Marie Claire desde el año 2018 al 2021: problemas sociales

Abstract

The present research project was conducted with the purpose of analyzing the semiotic communicational characteristics of advertising campaigns focused on social problems and created by the magazine of European origin, Marie Claire, between the years 2018 and 2021. Using a qualitative methodology, in conjunction with a descriptive study and non-probabilistic convenience sampling, the units of analysis were selected, in addition to a series of aspects that were studied and measured independently. The Semiotic Communicational Model created by Roland Barthes was applied to the two social campaigns, "Stop the Violence" (2019) and "Sex(ism) Doesn't Sell" (2020); they were randomly chosen for the research and present ten advertisements that reflect common problems in society, such as domestic violence, machismo, gender roles and stereotypes. For the application of Barthes' model, interpretation tables were prepared, where the components that make up the individual structure of the advertisements (campaign, title or slogan, description, icon, graphic, sender, receiver, relevant socio-historical context, visual signifier, meaning, linguistic message, literal iconic, symbolic iconic and global) are broken down. After the description of their semiotic and communicative characteristics, it was possible to interpret and obtain the aspects in common between the visual structures of the two campaigns as well as the global meaning of their messages.