• Beebee Hassanaath Heathy

Culture as we understood, entails a totality of traits that are peculiar to a people to the extent that it marks them out of a society or country. These peculiar traits include a person’s social norm, taboos and values. Values are beliefs that are held about what is right or wrong and they are regarded as the main core of culture. They are important tools in shaping one behavior and personality. They provide patterns of living and prescribe rules and models for attitude and conduct. Similarly, in advertisements cultural values represent the core of advertising messages. They are transmitted by a simple association of a product to the audience and are manifested in both visual and textual components. Nevertheless, those cultural values depicted in advertising differs across cultures and carry different cultural messages. Therefore, by employing Ronald Barthes’ semiotic theory comprising denotative, connotative, linguistic devices and Hofstede’s four cultural dimensions -power distance, collectivism vs. individualism, masculinity vs. femininity and uncertainty avoidance associated with Pollay’s 42 value appeals, the study explores the different cultural values elucidated in Indian and Mauritian advertisement.

Cultural values, Advertisement, Barthes’ semiotic theory, Hofstede’s cultural dimensions, Pollay’s appeals.

"CULTURAL VALUES REFLECTED IN INDIAN AND MAURITIAN ADVERTISEMENTS: A SEMIOTIC ANALYSIS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.7, Issue 11, page no.1130-1136, November-2020, Available :http://www.jetir.org/papers/JETIR2011289.pdf

"CULTURAL VALUES REFLECTED IN INDIAN AND MAURITIAN ADVERTISEMENTS: A SEMIOTIC ANALYSIS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.7, Issue 11, page no. pp1130-1136, November-2020, Available at : http://www.jetir.org/papers/JETIR2011289.pdf