Construction of Cultural Identity in New Media Advertising from the Perspective of Semiotics

Abstract

This study examines the relationship between advertising, cultural identity, and semiotics in new media to compare local and international advertising methods. It examines Nike's global campaign ‘You Can’t Stop Us’ and Patanjali's Ayurvedic campaign, analyzing how advertisers use narratives, signs, and symbols to create culturally resonant messages. The study uses a qualitative methodology rooted in semiotic analysis to explore connotative, denotative, and myth levels of meaning in advertisements. The results show how using universal symbols, like sports and multicultural posters, in international advertisements creates a sense of group identity. Conversely, local advertisements promote pride and authenticity by utilizing culturally appropriate themes and symbols. To prevent homogenizing cultural distinctions and oversimplifying complicated identities, the study emphasizes the significance of striking a balance between cultural originality and inclusivity. It also emphasizes how transformative media encourages participation and supports the development of cultural identities.