A Semiotic Analysis of Tim Hortons Pakistan's Eid Advertisements

Abstract

Advertising is a sort of media that people and businesses use to market their goods on social media or in public. Every advertisement contains signs that convey a message. This study presents a semiotic analysis of Tim Hortons Pakistan’s Eid advertisement. The study aims to identify the visual and textual signs in the advertisements employed by Tim Hortons on the occasion of Eid ul Adha. The study reveals the denotative and connotative meanings communicated to the Pakistani audience by analysing the visual signs of the advertisements, including colours, imagery, and composition, together with the textual signs such as captions, slogans, offers, and narratives. The study adopts a descriptive qualitative research approach, employing semiotic theory as the primary framework for analysis. The data for this study is taken from the official Instagram account of Tim Hortons Pakistan. Drawing upon Roland Barthes' semiotic concepts, the study identifies the denotative and connotative meanings of both visual and textual signs presented in the advertisements. The findings of the study contribute to the understanding of cross-cultural advertising strategies by providing useful insights for advertisers seeking to attract diverse audiences during festive occasions.