A neo-colonial indentation in advertisement: A structural analysis on selected Cadbury chocolate advertisement

Abstract

The present paper makes both quantitative and qualitative analysis to unveil the neo-colonial intention in advertisements,and the analysing scale used is the figurative language. The signifiers and the signs used for signification and the levels of signification are quantified for an in-depth analyses.The paper tries to persue the structural and deep semiotic analysis of four advertisements of Cadbury. It also tries totease out the neo colonial imprints through different explicit signs and symbols and checks how the food habits change with culture and traditions.