Advertisements of Cars as Semiotic Signs
In: Chinese Semiotic Studies, Volume 9, Issue 1, p. 208-221
ISSN: 2198-9613
Abstract
The aim of this study is to analyze verbal and pictorial signs in advertisements of cars, collected from Finnish newspapers in the 1950s and 2010s. The semiotic study of the material is based on the sign theory of Charles S. Peirce. The collection also opens a possibility to a micro-historical analysis, where the methodological emphasis lies more on quality than quantity. Finally, the car in urban society is considered as a kind of a Bakhtinian chronotope. The language variants, photos, pictures and other illustrations reveal interesting features in the advertisements, and they also show some social and cultural contrasts. There are only few human beings pictured in the advertisements, and the advertisements have, moreover, a clear masculine label. The car was a great dream for young people in post-war Finland in the 1950s, and that is why the pictures of cars had a great symbolic value in the society with a low number of car owners. From being a more or less luxurious vehicle of the higher social class, the car has become a vehicle for almost everyone. Internationally, the car has played a central role in the industrialized society, a role with an increasing effect even today.