New trends in advertising: Semiotical methods and CGI technology

This thesis explores the role of Computer Generated Imagery (CGI) technology in the context of advertising, examining the transformation of advertising from its historical roots to the digital age. The study focuses on the transition from traditional forms of advertising to digital platforms, evaluating changes in advertising types, application areas, and modes of interaction with consumers. It highlights that this transformation represents not only a technological shift but also a broader cultural and communicative restructuring. The research adopts Roland Barthes' semiotic analysis as its theoretical framework. Using Barthes' tabular method, the study deconstructs the deep structures of advertisements to reveal processes of meaning-making and their underlying ideological dimensions. In particular, the thesis analyzes contemporary CGI-based advertisements that feature representations of women. Through semiotic interpretation, it examines how CGI functions not merely as an aesthetic enhancement but as a powerful tool for constructing and enriching visual narratives. The findings suggest that CGI technology significantly amplifies the visual communication power of advertisements and contributes to shaping social perception and interaction. In this regard, the study aims to provide a critical perspective on the interplay between digital visual technologies and advertising discourse. By bridging semiotic theory and applied visual communication, the research offers insights into how emerging technologies are redefining the language of advertising in the digital era.