"The Semiological Analysis of the Smile and Its Significance as a Marketing Motivator in Television Advertisements During The Month of Ramadan 2024" ... A Case Study of the 'Sweet Hours Never End' Advertisement.

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public relation, mass communication fuclty, al azhar university, Naser city, cairo.

Abstract

The study aimed to explore how to employ the smile in Ramadan television advertisements for the year 2024, and the connotations it entails as an effective marketing motivator. The study used the qualitative approach and the semiological analysis tool for film analysis with Roland Barthes’ approach. The sample of the study was determined in the Sweet Hours Never End advertisement for Etisalat Misr, and it appeared from During the semiological analysis of the characteristics and significance of the smile in Ramadan television advertisements, the director created creativity by employing all the capabilities and elements precisely and taking into account all the details related to each shot in the advertisement, and she arrived at the following:
 The smile appeared in the majority of the advertising shots, as the smile was repeated in 26 out of 30 shots, meaning it was repeated in 86.7% of the total shots, which suggests the importance of the smile as a marketing motivator with persuasive connotations that appeal to the emotions and feelings of viewers.
The dynamic and morphological characteristics of the smile are varied in the advertisement, and this variety of the smile increases the attractivenessز
 Real smiles in the advertisement dominated the fake smiles, which appeared only twice in passing, each of which did not exceed a second.
 Medium shots of all kinds dominated the advertisement, interspersed with frames close to the smile.

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