Semantic-Semiotic Analysis of Billboards in Shiraz on the base of Audience Viwepoint

Today advertising can be investigated on the base of semiotic theories. The aim of present study with the approach of audience-orientated is to illustrate the interaction between semantic system and semiotic system. The objectives of the present study are determining metaphore and metonymy and visual factors employed in billboard texts. The participants of the study comprised sixty individuals whose age ranged from 20 and 40, all living in Shiraz. The participants were selected randomly from different social and educational classes. The data required for the study were gathered through photos taken from billboards available in Shiraz. A total number of twenty pictures were analyzed both quantitatively and qualitatively. The data were analyzed using Fairclough’s critical discourse analysis model in the linguistic factors, and Kress and Van Leeuwen’s critical discourse analysis (1996). Results indicated that among 20 billboards, metaphor and metonymy were used in 3 billboards. 15% of billboards indicated The factor of demand and 85% of them presented the factor of efficiencies. 30% of billboards indicated close personal relation with the audience. 55% of billboards illustrated the social relation with the audience. 15% of billboards represented impersonal relation with the audience. In 90% of billboards audience had an inclusive role and in 10% of billboards audience had an exclusive role. From the viewpoint of visual factors, 100% of billboards indicated the eye level with the audience. The effect of language system on advertising and audience both is further than semiotic system. The interaction of semantic system (metaphor and metonymy) and the semiotic system (photograph) from the audience viewpoint has significantly influence on the advertising.