Comparing the Advertisements of an Iranian Company with a Foreign one based on Stratification Semiotics

The present study tries to analyze and compare the advertisements of an Iranian company with a foreign one based on stratificational semiotics. First, Five advertisements of Golrang Company, as an Iranian Company, and five advertisements of Nivea, as a foreign company, were chosen. These advertisements were collected from magazines, websites and Billboards. Then, each advertisement was analyzed individually and the results were compared. The findings revealed that in these advertisements linguistic layer and image layer are the two main layers to attract the attention of the intended target market. In addition, other layers such as color, font, and etc. play an important role. The results indicated that the foreign company (in comparison with the Iranian one) focused more on different layers in order to convey the message, to gain the consumers’ attention and to encourage them to buy the product.