Advertising and Its Subtle Role of Conflict Resolution
Advertising and Its Subtle Role of Conflict Resolution

A Semiotic Analysis of Two Ads (1914 Sainsbury’s Ad & Axe Peace/Call to Arms)

Author(s): Matthew Anemikaye Goodluck
Subject(s): Media studies, Marketing / Advertising
Published by: Scientia Moralitas Research Institute
Keywords: Advertising; Conflict Resolution;
Summary/Abstract: Till this present day, the role of advertising has remained a promotional tool for business brands with big business plans. Undoubtedly, its promotional role is of extreme importance in the society. This is due to its contribution on the increased consumption of goods and services, and wide arrange of awareness which has left consumers with numerous choices. Nevertheless, advertising has never stopped at shifting its frontiers to perform certain roles. It “goes beyond borders” to perform other roles that are deemed socially responsible in its nature. One of such social responsibilities is the resolution of conflict. A subtle role which has not being placed on the frontiers of academic scrutiny. It is on this ground the work moves to examine the subtle roles of advertising in resolving conflict. Employing the semiotic analytical approach, two ads will aid the work to further unmask certain actions that buttresses the subtle role of advertising in conflict resolution.

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