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A Social Semiotic Analysis of Air France's Print Advertisements International Journal of English Linguistics; Vol. 6, No. 4; 2016 ISSN 1923-869X E-ISSN 1923-8703 Published by Canadian Center of Science and Education A Social Semiotic Analysis of Air France’s Print Advertisements Chunyu Hu1 & Mengxi Luo1 1 School of English for International Business, Guangdong University of Foreign Studies, China Correspondence: Chunyu Hu, School of English for International Business, Guangdong University of Foreign Studies, Guangzhou 510420, China. Tel: 86-20-3631-7183. E-mail: [email protected] Received: May 31, 2016 Accepted: June 21, 2016 Online Published: July 13, 2016 doi:10.5539/ijel.v6n4p30 URL: http://dx.doi.org/10.5539/ijel.v6n4p30 Abstract The past decade has witnessed the rising popularity of the airline industry, along with prosperity and ever increasing competition. It has become important for airline companies to outshine their rivals for a favorable market share. As a major means of promotion, advertising campaign is of crucial importance in building the corporate image and exerting brand influence. This study conducts a semiotic discourse analysis on the advertising campaign launched by Air France in 2014, and hope to be of interest to researchers, producers of advertising metaphors, as well as consumers in general. The results indicate that the highlighted visual and textual components are arranged as such to form a sense of superiority and great comfort that is perceivable to the viewers. Through the construction of an elegant, glamorous and superior atmosphere, it is palpable that Air France tends to broadcast their brand toward viewers who pay attention to quality of and enjoyment in life, and welcome prosperous cultural peculiarities. Keywords: social semiotic analysis, visual grammar, Air France, airline advertisement 1. Introduction The recent years have witnessed the increasing popularity of air travelling. According to the statistics from Civil Aviation Administration of China, in 2014, the whole industry accomplished a transport turnover of 74.812 billion ton-km in total, up by 11.4% from a year ago (CAAC, 2015). With the rising prosperity comes fierce market competition, both domestically and internationally. Under the circumstances, airline advertisement has become an indispensable part in the competition. Advertising images, brand images, corporate images, and Web sites are all dependent upon compelling visual rhetoric. Variously referred to as the attention economy, the aesthetic economy, and the experience economy, this visual turn in marketing may call for new perspectives and research approaches (Schroeder, 2008, p. 227). The current trend raises a number of questions worth considering not only for corporations, but also for the academia: How do images communicate? In what ways do images create value? How does the handling of images in the allied fields of visual studies, art history, and photography shed light on the relationship between visual processes and consumption (Schroeder, 2008, pp. 277-278). According to a survey aiming at 87 airline advertisements, in terms of slogan, 44.8% of the advertising slogan focused on promoting corporate branding, 41.4% emphasized the travelling experience and 37.9% highlighted the attractiveness of the destination, apart from that, 6.9% resorted to the enchantment of travel itself. In terms of the choice of image, up to 64% of the airline advertisements presented pictures of travelling destination, 50% employed images of airplane, besides, images of flight crew, route map and customer portrait are also used in the commercials (Li, Wang, & Xiao, 2004). Air France, as a prestigious brand, was born in October 7, 1919, and has a legacy of over a hundred years. In a tough and competitive market where smiling stewardess and planes are favored images presented to the customers, Air France chooses to present its unique spirit through commercials. Known for its “French touch” experience, Air France combines class and modernization not only in its service, but also in its stylish advertisement campaign. This study chooses four representative images from the advertising campaign launched by Air France in 2014 as the subject of study, and strives to answer the following two research questions: 30 www.ccsenet.org/ijel International Journal of English Linguistics Vol. 6, No. 4; 2016 a. What visual and verbal components are highlighted to in the print advertisement to influence the viewers? b. How does Air France reflect its brand positioning in the advertisement through multimodal construction? 2. Literature Review 2.1 Previous Studies on Discourse of Advertising Visual expression is playing a vital role in various aspects of our daily life. Unlike in the past where language used to be in the central position, now the interplay of text, image, gesture or even music is becoming the mainstream. To cope with the current trend, advertisement has also evolved from the mere presentation of product or service to the inextricably display of the commodity and the lifestyle it represents and corporate ideology it stands for. The past few decades have witnessed the emergence of research on advertising discourse analysis. Cook (1992) studied the interaction amongst music, picture, text and people, analyzed the social functions and aesthetic effects of advertisements with explanation from semiotics, poetics and linguistics. As Halliday’s (1994) Systemic Functional Grammar became widely known, many begin to apply the theory in the analysis of advertising discourse. For example, Huang (2001) made detailed analysis on advertising discourse based on Halliday’s theoretical framework, and Ding (2012) discussed the applicability of visual grammar to English print public service advertisements following the framework of systemic functional grammar. In terms of research approach, semiotic approach is the most popular approach in multimodal study. Cheong (2004, p. 164) discussed “the multi-semiotic interaction between visual images and linguistic text in print advertisements” following Hasan’s (1996) model. Baldry & Thibault (2006) made an introduction to multimodal texts and genres, and categorized the discourse into the printed page, the scientific printed page in particular, the web page and film texts and genres. Pennock-Speck & Saz-Rubio (2013) carried out a qualitative multimodal analysis of charity commercials aired on British television from the perspective of politeness strategy by Brown & Levinson (1987). Al-Momani, Migdadi, & Badarneh (2016) presented a semiotic analysis of Arabic print commercials in Jordan borrowing Chandler’s (1994) model. Metaphor in advertisement is also studied. Hou & Zhao (2010) made a classification of multimodal metaphor with reference to Forceville’s (1996) framework. The interplay of visual and verbal components is also one of the hot topics. Selfe & Selfe (2008) discussed the roles that different composing modality play in contemporary communication and focused on the creation of public service announcement, emphasizing the importance for teachers to adopt a broader understanding of multimodal composition. Feng & Wignell (2011) made multimodal analysis on TV advertisements to show the exploitation of intertextual voices in advertising discourse for persuasion. Tseronis (2015) made analysis on the interaction of verbal and visual modes of news magazine covers. Interdisciplinary study is also practiced. Schroeder (2008) analyzed how representational conventions work alongside rhetorical processes in advertising combining theories including snapshot aesthetics and the transformational mirror of consumption. 2.2 Previous Studies on Airline Advertisement Being an important subject in marketing studies, advertisement has been known for inducing emotional response which consequently triggers change in consuming behavior. While studies about advertisement is gradually getting more attention, less attention has been paid to airline commercial analysis, let alone relative multimodal analysis. Cobb-Walgren et al. (1995, p. 27) studied advertising’s influence on brand equity through affecting the perceived quality of a brand and usage experience. Chan (1980) made a case study on Singapore Airlines in regard to marketing strategies conducted through advertising. Li, Wang, & Xiao (2004) took 87 airline commercials and made semiotic analysis on advertising headline, slogan, pictures for better comprehension of airline industry. Su & Lan (2006) employed systemic functional linguistics and made analysis on two airline advertisements from four aspects, namely mood, modality, person and appraisal system. Shi (2012) studies advertising contribution in terms of profit to American airline industry. To sum up, as research on advertisement builds up, it becomes clear that the general research inclination is imbalanced. Perspective of social semiotics is the most frequently used theoretical framework, and lexical, grammatical, rhetorical features are more frequently studied compared to other modalities. Under the circumstances, interdisciplinary multimodal analysis of this kind becomes a new research direction for it offers insights that not only expand perspectives on multimodal discourse analysis, but also offer guidance for future advertisement design. 31 www.ccsenet.org/ijel International Journal of English Linguistics Vol. 6, No. 4; 2016 3. Theoretical Framework Multimodal analysis is a relatively new subject for social semiotic research. Feng, Zhang, & O’Halloran (2014) summarized five perspectives of multimodal analysis. The first three were
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