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Title: Representations of children in food advertisements in Cyprus: A sociosemiotic perspective
Authors: Zantides, Evripides 
Kourdis, Evangelos 
Keywords: Advertising;Children's food;Content analysis;Cultural values;Iconic signs
Category: Economics and Business
Field: Social Sciences
Issue Date: 2013
Publisher: University of Kassel
Source: International Journal of Marketing Semiotics Volume 1, 2013, Pages 25-45
Abstract: This paper presents a sociosemiotic approach to analyzing representations of children in food advertisements, applied through visual content analysis. In particular, we examine the representation of children in Cypriot print advertisements as main subjects in the construction of advertising messages for food. The selected target group is mainly parents or adults who have children. The present study focuses on the iconic dimension of verbal and non-verbal signs of twenty-six advertisements. Our study shows that advertisements for children's food in Cyprus localize global cultural values such as family, safety and food quality for children through codified iconic (plastic visual) signs that connote characteristics of "Cypriotness".
ISSN: 21952280
Rights: © Copyright 2016 Elsevier B.V., All rights reserved.
Type: Article
Appears in Collections:Άρθρα/Articles

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