DECIPHERING CULTURAL MYTHS: A SEMIOTIC ANALYSIS OF SELECTED ADVERTISEMENTS

Abstract

This research analyzes how advertising uses signs to make cultural myths according to Roland Barthes' semiotic theory of myth. Even though scholars examined advertisement aspects before no research existed to prove why specific types of ads create myths. This gap is closed by this study, which focuses on a wide range of commercials. The aim of the study is to uncover the hidden meanings of the indications of advertisements and their role in the creation of myths. It deals with important issues about the types of indicators used, how they create myths, and how their intensity differs according to the product category.  The structure and myths promoted by 7 advertisements categorized into three categories: food, cosmetics, and health are analyzed using a qualitative methodology. Advertisements use spoken and visual signals to develop social ideals and normal behavior patterns through carefully crafted cultural narratives. The study builds media literacy and adds to knowledge through giving viewers tools to see through the false methods ads use to reach them.