The semiotic analysis of the tourism advertising image in the Egyptian electronic newspapers

Document Type : Original Article

Author

Teacher of Public Relations and Advertising, College of Islamic and Arabic Studies

Abstract

    The study aimed to identify the indications contained in the advertising pictures of tourism in the Egyptian electronic newspapers by analyzing them semiological analysis, and this study belongs to the qualitative studies, and it relied on the qualitative approach and used the semiological method, and the sample of the study was determined in the advertisements published on the website of two newspapers: News Today and the seventh day, during a period of time starting from 1/2/2021 and ending on 1/4/2021. The results of the study concluded that the advertisements under study used classical Arabic in their messages, and most of the advertising images came in the form of a rectangle, and the camera movement in all the advertising images was constant, as well as the advertising images varied in terms of the type of shot, where the medium and long shot was used including It serves the goals of the advertisement, and the image in most advertisements came with the normal angle of confrontation, and used backgrounds and colors of different types and connotations, Positions, movements, and gestures have been used extensively in order to arouse the recipient’s interest and persuade him to visit the Egyptian tourist security. Most of the tourist advertisements under study have used prominent personalities, which are considered a persuasive method that makes the recipient follow behind his favorite personality. Attracting him towards visiting Egyptian tourist places and the tourist advertising image in question focused on several types of tourism in Egypt, which are cultural tourism, medical tourism, and recreational tourism.

Keywords

Main Subjects

References

1-      Abd Aljalil, M. (2020). "surat almar'at fi 'iielanat alsuhuf al'iiliktruniat almisriati", majalat albuhuth al'iielamiati, jamieat Al'azhar, kuliyat al'iielami 53.
2-      Muhamad, S. (2019). "altahlil althaqafii likhitab al'iielanat altijariati- dirasat simiulujiatan lueayinat min alhamalat al'iielaniati", risalat majistir ghayr manshuratin, (jamieat Alqahira: kuliyat Al'iielami, qism alealaqat aleamat wal'iielani).
3-      Karrouchi, I. (2018). "'ahamiyat alsuwrat fi aleamaliat alaitisaliati- dirasat tahliliat simiulujiat ealaa eadad min suar kitab alqira'at lilsafi al'awal alaibtidayiyi", majistir, ghayr manshuratin, (aljazayar, jamieat Kasdi Meriah, kuliyat aleulum al'iinsaniat walaijtimaeiati, qism eulum al'iielam walaitisali).
4-      Bouziane, H. (2018). "altahlil alsiymiulujii lil'iishhar fi altilfizyun aljazayirii- dirasat tahliliat simyulujiat liwmdati danun wamintuj zarbiata", majistir ghayr manshuratin, (Aljazayar, jamieat Aljilalii buneamat, kuliyat aleulum alaijtimaeiat wal'iinsaniati, shuebat eulum al'iielam walaitisali).
5-      Bolmahd, F. (2018). "alqim alaijtimaeiat fi alwamadat al'iishhariat aljazayiriati- dirasat simiulujiat laeayinat min alwamadat al'iishhariat almabathat eabr qanaat alshuruq aljazayiriati", majistir ghayr manshuratin, (Aljazaer, jamieat Muhamad Alsidiyq bin Yahyaa, kuliyat Aleulum al'iinsaniat walaijtimaeiati, qism eulum al'iielam walaitisali).
6-      Muhamad, A. (2014). "faeiliat astikhdam almanhaj alnaweii fi albuhuth aliajtimaeiati", libya, majalat jamieat Al-Zaytoonah, 9.
7-      Rabie, H. (2017). "simiayiyat alsuwrat fi alkhitab alsuhufii liltanzimat almutatarifati- dirasat tahliliat simiulujiat lueayinat min alrasayil albasariat bimajalat dabiq wfqan limuqarabat rulan bart", majalat albuhuth al'iielamiati, jamieat Al'azhar, 48.
8-      Mansur, A. (2017). "alsuwrat fi alkhitab al'iielanii min khilal alsiymiayiyat albartiti" rulan barti", almajalat alearabiat lileulum wanashr al'abhathi, jamieat Kairouan, 1.
9-      Zawy, W. (2016). dalalat alsuwrat fi al'iielan alsahufii dirasat tahliliat simiulujiatan laeayinatan min suar 'iielanat jaridat alshuruq alyawmiati, majistir ghayr manshuratin, (jamieat Mohamed Boudiaf, kuliyat aleulum al'iinsaniat walaijtimaeiati).
10-   Fidelia Ibekwe- Sanjuan,Thomas M Dousa, Thories of information, Communication and knowledge. A Multidisciplinary Approach, Springer Science business Media B.V. Organization Pontiflcia Universidade Catolica de sao, Paulo, Brazil,2014.
12-Maryam Najafian, Saeed Ketab: Adverising social semiotic representation critical approach, International Journal of Industrial Marketing,63,2011.
13-Ron Beasley,M arcel Danesi, Persuasive signs: The semiotics of advertising, Berlin, New York, Walter de Gruyter, 2010.
-Boukhari, A. (2009). "dalalat almakan fi alwamadat al'iishhariat altilfizyuniati- dirasat tahliliat simiulujiat muqaranatan bayn mutaeamili alhatif alnaqaal najmat wajizi", majistir, ghayr manshuratin, (jamieat Aljazaer Ben Youssef Ben Khaldeh, kuliyat aleulum alsiyasiat wal'iielama).
-Hasan, M. "tasmim al'iielan alsiyahii bayn alsuwrat alramziat walwaqie alealamii", majalat Alemara walfunun, 10, 628 -660.
-Abd Alrahim, A. (2019). "duwr shabakat altawasul alaijtimaeii fi altarwij al'iielamii lilsiyahat fi al'urduni min wijhat nazar alsaayihin almahaliyiyn walearabi", majistir ghayr manshurtin, (al'urdunn, jamieat Alsharq Al'awsat, kuliyat al'iielami, qism alsahafat wal'iielami).
-Hussein, A. (2019). "al'iielan alsiyahii wa'atharuh fi najah alnashat alsiyahii walfunduqii fi almuasasat alsiyahiati", majalat kuliyat baghdad lileulum alaiqtisadiati, aljamieat Al-Mustansiriya, kuliyat Al'iidarat walaiqtisadu, qism alsiyahat wa'iidarat alfanadiqi, 22.
-Tahari, H. (2016). "dawr alaitisal alsiyahii fi tanshit alkhidmat alsiyahiati- dirasat maydaniat lifunduq muris tagha", majistir ghayr manshuratin, (Aljazayar, jamieat Abdelhamid Ben Badbes, kuliyat aleulum alaijtimaeiati, shuebat eulum al'iielam walaitisali, 2016).
-Fouad, S. (2015). "alhamalat altanshitiat al'iielaniat waldieayiyat wa'atharuha ealaa alsiyahat aldaakhiliati", majistir ghayr manshuratin, (jamieat Almanufia, kuliyat alsiyahat walfanadiqi, qism aldirasat alsiyahiati).
-Brisef, S. (2014). "alaitisal fi almuasasat alsiyahiati", majistir ghayr manshuratin, (jamieat Abdul Hamid Ben Badis, kuliyat aleulum alaijtimaeiati, qism eulum al'iielam walaitisali,2014).
21- Morteza Farahbakhsh:"Tourism Advertisement Management and effective tools tourism industry", International Jurnal of Geography and Geology,3(10), Iran, university of semnan, faculty of Arts,2014, PP 124-134.
-Abdel Razek, A. (2012). "almanahij alkamiyat walkayfiat fi eilm aliajtimaei", (Misr, Dar Almaerifat Aljamieiati)19.
24.https://www.marefa.org/%D8%AC%D8%B1%D9%8A%D8%AF%D8%A9_%D8%A7%D9%84%D8%A3%D9%87%D8%B1%D8%A7%D9%8
 https://www.marefa.org/%D8%AC%D8%B1%D9%8A%D8%AF%D8%A9_ %D 8D9%84%D9%8A%D9%8 8%D9%85_%D8%A7%D9%84%D8%B3%D 8%A7%D8%A8.   
-sabti, O., Bakhoush, N. (2009). "madkhal 'iilaa alsiymiulujia", Dar Alkhalduniat lilnashri, Aljazayar, 27.
-Al-Alam, S. (2012). "fan al'iielan alsahafii" ta2, Aldaar Alearabiat lilnashr waltawzie, 12.
-Tusan, B. (2000). "mahi alsiymiulujia" tarjamat Muhamad Nazifi, Lubnan, ta2  , 9.
- Surat Al-Fath: Aya 29.
- Surah Ar-Rahman: Aya 41.
- Surat Al-A'raf: Aya 48.
- Benkrad, S. (2003). "alisimyayiyaat mafahimiha watatbiqatiha", manshurat alzamani, Almaghrib, 40
-Guillerro, P. (1988) "ealam al'iisharat alsiymiulujia", tarjamat Munzer Ayashi, Dar Tilas liltarjamat walnashri, ta1, , 9.
-Mansur, A. (2008). "sinaeat alwahm muqarabat siamutiqiat fi al'iirsaliat al'iishhariat algharbiati", bahath muqadam 'iilaa almultaqaa alduwalii alkhamis "alisiymia' walnasi al'adbii", jamieatan bisukaraha, kuliyat Aladab waleulum al'iinsaniat walaijtimaeiati, qism al'adab alearabii, 5.
-Ahmed, A. (2005). "al'iielan al'usus walmabadia", dar alkitaab aljamieii, ta1, 104.
-Farag, E. (2005). "fn altahrir lil'iielan walealaqat aleamati", dar Alnahdat alearabiati, alqahirata, 17.
-Marbiei, A. "al'iishhar fi altilifizyun aljazayirii", dirasat simyulujiatan lilrisalat al'iishhariati, risalat majistir ghayr manshuratin, (maehad eulum al'iielam walaitisali, jamieat Aljazayir), s 90.
-Rajab, M. (2006). "albarmajat allughawiat aleasabiat waltaathir alnafsiu lil'alwani", al'ahliat lilnashr waltawziei, Al'urdun, ta1, 84.
- Abd Allah, K. (2008) "simyayiyat alsuwrati- mughamarat simiayiyat fi 'ashhar alarisaliaat albasariat fi alealami", alwaraq lilnashr waltawziei, Al'urdun, ta1, 106.
- Yakhlif, F. (2009). "dawr alsuwrat fi altawzif aldalalii lilrisalat al'iielaniat - dirasat tahliliat simiulujiat laeayinat min 'iielanat majalat althawrat al'iifriqiati", risalat majistir ghayr manshuratin, (jamieat Aljazayar, maehad eulum al'iielam walaitisali,) 97.
- Ayashi, M. (2013). "alealamatia (alsimiulujia) qira'at fi alealamat allughawiati", ealam alkutub alhadithi, Al'urdun, ta1 , 21.
- www. Aljabriaed.net..
-Salatniehwakhrun, B. (2013). "simyulujia alsuwrat al'iielaniati", matbaeat jamieat Mohamed Khider, Aljazayir, ta1, 75.
-Alsaed, I. "Al'iielan ", Aleskandariya, 379.
-Hamdawi, G. (2010). "alsimyulujya bayn alnazariat waltatbiqi", Alwaraq lilnashr waltawziei, ta1, 529.
-Alharbii, H., Al-Sahli, S. (2011), "al'iielam alsiyahiu mafahimuh watatbiqatihi", dar 'usamat lilnashr waltawziei, Al'urdun, ta1, 50.
-Alshaerawi, A. (2006). "al'iielan walealaqat aleamatu", Aldaar Aljamieiat liltibaeat walnushri, Beirut, ta1, 52.

Files

Share

How to cite

Statistics