ELIGIOUS SYMBOLS AND SIGNIFICANCE IN ADVERTISING –A SEMIOLOGICAL ANALYSIS OF STUDIO COOK’S COMMERCIALS ON ALGERIAN CHANNELS

Abstract : The main objective of the research paper is to demonstrate the essential functions of the image, and the symbols, meanings and connotations it carries, especially television advertising broadcasts, and the extent of the presence of cultural patterns within it, aiming to plant ideas, instill values, and stereotype cultures and behaviors in consumer societies. Advertising is no longer merely a promotion of goods and services; rather, it carries within it a culture that it expresses, and advertising discourse has become one of the challenges facing religious discourse. The totality of symbols and connotations contained in the advertising message express a certain reference, which may be consistent with our Islamic culture, or may express the opposite, and contribute to distorting our Islamic features and religious beliefs. This will become clear through our semiological reading of one of the advertising speeches, to reveal the representations of religious connotations and symbols in the television advertising message, in order to diagnose the situation and attempt to alert the newcomer, and to emphasize that visual awareness and perception of the civilization of the image has become an obligation and commitment towards our Arab and Islamic identity. Keywords: Religious connotations and symbols, advertising messages, semiological analysis.