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Coherence of key elements: A guarantee of advertising effectiveness
Journal of Cultural Marketing Strategy,
9
(2),
164-182
(2025)
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
The full article is available to subscribers to the journal.
Author's Biography
Mona Belkhodja , PhD, is an Associate Professor of marketing at the Higher Institute of Languages of Tunis, University of Carthage. Belkhodja’s main interests cover marketing, management, advertising, communication and soft skills. Belkhodja has often focused on analysing language in advertising. Belkhodja is also involved in educational research. Belkhodja has published several articles contributing to international journals. Belkhodja also serves as the project manager for the Quality Support Project (funded by the World Bank), overseeing the coordination of the initiative aimed at modernising higher education to enhance employability at the Higher Institute of Languages of Tunis. Belkhodja is a senior marketing consultant and carries out national and international market studies: qualitative and quantitative study.
