A semiotic approach to the advertising of private English tutoring programmes in Hong Kong

Abstract

This study yields insights into the symbolic and metaphorical value of advertisements produced by the private English programmes in Hong Kong. Exploring the domain of advertising as a medium, the author examines the semiotics of metaphor as a tool to unravel the symbolic and metaphorical representations embedded in the visual images of advertisements produced for private English programmes for the local market. From deciphering the symbolic signs and metaphors, this study moves to a broader context for further researching into the transfer of symbolic meaning from the advertisement to the advertised product and then to the prospective student. The identification of symbolic interactionism helps to understand the dynamics of the private English education market in Hong Kong. Three types of metaphor identified by Lakoff &Johnson (2003), namely: orientational metaphor, ontological metaphor and structural metaphor, form the theoretical framework of analysis. By examining the mapping of domains from the concrete source (source domain - the featured object) to the abstract target (target domain – the advertised course), this study discovers the metaphorical connections between different domains, and hence understands what features and characteristics of the advertised products are made the core messages and selling propositions to the target market. The commodification of ideology and the consumer behavioural change from material consumption to sign consumption are also discussed. Findings from this study provide significant insights for colleges or education institutions which are interested in employing advertising strategies in their marketing plans.