International Journal of Contemporary Research in Multidisciplinary

Abstract:

In the contemporary advertising landscape, individuals encounter a myriad of messages daily, yet only a fraction captures their attention due to selective cognitive processes. Advertising serves not just as a commercial tool to promote consumer goods but also as a cultural force, shaping values, lifestyles, and societal norms. This paper explores the dual role of advertising—both as a communication medium and as a symbolic system that conveys deeper meanings akin to art or religion. The study delves into the communication process of advertising, highlighting the importance of encoding and decoding messages effectively to reach the intended audience. It emphasizes the significance of understanding the target audience's demographic, psychographic, and behavioral characteristics to craft messages that resonate. A key focus is the semiotic analysis of advertising, particularly how symbols, colors, and cultural codes are employed to create powerful emotional connections with consumers. The case of Liril soap is examined to illustrate the use of semiotics in building a brand identity centered around freshness and empowerment, especially for women in India. Despite Liril's initial success, the brand's failure to adapt to changing market dynamics and consumer expectations led to its decline. The study concludes that while consistent branding and symbolic communication are crucial, continuous innovation and alignment with evolving consumer values are essential for sustaining brand relevance in a competitive market.

Keywords:

Semiotic, Advertising, Liril, soap

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Methods