Militancy and Male Representation in Advertising: a Semiotic Analysis

In today's consumer society, the promotion and marketing of products is no longer just for necessity. With the development of information and communication technologies, images have surrounded people. In line with these images, invisible messages are imposed on people's subconscious in advertising messages. At this point, the semiotic analysis method makes these hidden messages visible. In this study, two different advertisement designs featuring militancy and male representation have been analyzed using Roland Barthes’ semiotic method, determining which myths are reproduced by these advertisements. It examines how selected Tabasco hot sauce and Zwilling knife advertisements use visual media to convey complex messages that influence societal norms and consumer behavior through the purposive sampling method. It identifies cultural narratives and ideologies within these ads that not only market their products but also influence societal values. In conclusion, the analyzed advertisement designs have been found to reproduce myths of a patriarchal society, heroism, as well as nationalism and racism. The analysis highlights the need for ethical advertising practices that support inclusivity and societal well-being.