Semiotic assemblages and the manifestations of material culture in selected chicken licken advertisements

Abstract

With advances and information technology innovation, and the rise of revenue through advertisements, producers and content creators have become creative in the selection of cultural and semiotic materialities, and linguistic resources for the production of advertisements. Bearing in mind, the political landscape of South Africa and its history, producers have an abundance of cultural and semiotic artefacts in time and space to draw from, and to indulge their creative licence to come up with novel designs and concepts for their advertisements and brand identities. The thesis explored the use of local and transnational linguistic and other cultural objects as semiotic material in the design and construction of selected Chicken Licken advertisements. The specific objectives explored include; 1) local and global cultural elements in selected Chicken Licken advertisements; 2) the local and global identity affiliations in advertisement selection and production; and, 3) the translocalization and transnationalization of cultural flows as represented through semiotic materials.