International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

The Recognition of Politics in Marketing Communications in Egypt: A Semantic- Semiotic Analysis
Haifa Alharbi

This paper aims to introduce new aspects to the available literature on marketing to the Middle East and highlight new target needs for Middle Eastern customers. The study applies a semantic-semiotic content analysis to examine 18 commercials of Pepsi and Coca-Cola in 2010 and 2011– pre and post the Egypt revolution. This study showed that in 2010 Pepsi and Coca-Cola’s marketers focused on the negative present reality of the Egyptian society, while in 2011 they invested in the desired future. Both companies associate this desired image of freedom and democracy to the attainable act of purchasing their beverages through different utilization of text and context.

Full Text: PDF