Coherence of key elements: A guarantee of advertising effectiveness

Mona Belkhodja
Additional contact information
Mona Belkhodja: Associate Professor, Higher Institute of Languages of Tunis, University of Carthage, Tunisia

Journal of Cultural Marketing Strategy, 2025, vol. 9, issue 2, 164-182

Abstract: This paper aims to use the semiological approach as a tool for evaluating advertising effectiveness. Many researchers have already examined various ads using this method to identify the visual, narrative and symbolic elements that may influence consumers’ perception. Semiological analysis proves to be a precise and reliable approach to measure the impact of advertisements, providing companies with insights to design more impactful messages. In this context, this research aims to conduct a comparative analysis of two advertising campaigns from two laundry detergent brands; it outlines the idea that the coherence of significant elements, both visually and verbally (audio-visual), plays a crucial role in the effectiveness of an advertising message. The paper offers new and promising perspectives for marketing and communication professionals. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.

Keywords: strategic communications; content strategy; international engagement; experiential learning; student experience; knowledge mobilisation; research communications; student recruitment (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/9283/download/ (application/pdf)
https://hstalks.com/article/9283/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jcms00:y:2025:v:9:i:2:p:164-182

Access Statistics for this article

More articles in Journal of Cultural Marketing Strategy from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().