Celebrity Endorsement in Pakistani TV Advertisements: A Semiotic Analysis
Keywords:
Celebrity endorsement, TV advertisements, Pakistan, Semiotic AnalysisAbstract
Celebrity endorsement is an everyday marketing tactic used in media advertisements worldwide including Pakistan. The use of celebrities in advertising is driven by the belief that if a product is associated with a celebrity who is admired or respected by the public, that product will be purchased more. In this research paper, a purposive sampling technique has been adopted to select the sample of the current study. A semiotic analysis method has been adopted to analyze the use of celebrity endorsement in Pakistani TV advertisements. The underlying meanings of the advertisements through identifying signs, signifiers and signified behind these successful marketing methods were determined. Furthermore, the current study discussed the importance of visual signals, body language, and context in showing the celebrities in the advertisements to endorse the brand.
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