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An Analysis of Private School Advertisement in Hyderabad, Pakistan – A Semiotic Approach

	International Journal of Scientific Research and Engineering Development (IJSRED)	Full Text:
	Published Issue : Volume-4 Issue-2
	Year of Publication : 2021
	Unique Identification Number : IJSRED-V4I2P64
	Authors : Rahim Dino, Syed Waqar Ali Shah, Shoukat Ali Lohar
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Abstract :

This study is multidisciplinary in nature. The theoretical foundation of this research is based on Barthesian denotative and connotative model of semiotics, introduced early in 1967 in his book “Mythologies”, later modified in 1970s. Semiotics is study of meaningful linguistic entity called sign. In language, each text, animation, an image, or graphics acts as meaning making entity, the sign. Present study provides a semiotic insight into an advertisement of The City School in Hyderabad, Pakistan context. Where, power structures, ideological loading and myth making is in process by adopting various moods of linguistic sign usage on advertisements. Research finds that private schools use advertisement as promotional tool to attract the target audiences for their interest with multi-graphical advertisement.