الفهرس 
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Abstract
The study aims at presenting a social semiotic analysis of the two selected commercials: Labels Against Women-Philippines Pantene commercial 2013 and CoverGirl: Women Empowerment. These commercials are analysed as multimodal contexts, and their composing, semiotic modes, filmic techniques and semantic contents are displayed and explicated within an interdisciplinary approach. This analysis has been based on the usage of three theories; social semiotics theory, film theory and Leech’s semantic theory. The employment of these theories proves that commercials do not aim at just marketing their products, but also targeting discriminatory social concepts to reform them, for example, discrimination against women and double standards in the selected advertisements in this study. This research proves that this type of commercials is valuable since they raise viewers’ awareness and help in solving some crucial cultural attitudes like discrimination against women. Consequently, viewers can relate to such social issues, react and work on overcoming them. Finally, the study reveals the importance of social semiotic analysis of commercials in comprehending their messages thoroughly and wisely.
Parts of Study:
This study is divided into an introduction, four chapters and a conclusion. In the introductory part of the study, a detailed exposition of the used approach, type of analysis and data collection is presented. The utilized theories in this research are also mentioned in this part. The selected commercials are stated by their titles in this introductory part of the study. The two advertisements: Labels Against Women-Philippines Pantene commercial 2013, and CoverGirl: Women Empowerment are chosen as data of this study since their contents are appropriate for the application of the three theories: social semiotics theory, film theory and Leech’s semantic theory. They are also suitable for reaching the goal of this study and answering the questions of the research. These commercials are analysed using semiotic analysis within an interdisciplinary approach.
In chapter 1: Literature review, the background on analyzing commercials has been introduced through an expository description of several previous types of research, theses and studies. These previous works have been explicated and discussed in details concerning this new study. They have been linked to the current research to display the importance of it as a novel and genuine contribution in the common area of analyzing advertisements and using semiotic analysis.
The second chapter of this study is titled Theoretical Framework. It presents a descriptive display of the three theories; Social Semiotic Theory, Film Theory and Leech’s Semantic Theory. It also shows their prominent figures, technical devices and strategies of analysis. The fundamental definitions of particular terms in this study, like semiotic resource and multimodal context, are explicated in details.
The third chapter in the study is dedicated to analyzing the first commercial: Labels Against Women-Philippines Pantene through the application of the three theories that are mentioned in details in the second chapter. In this chapter, the theoretical framework is applied in the multimodal context of the first commercial: Labels Against Women-Philippines Pantene. Analysis of this commercial shows some results and findings essential for filling lacunas in this study. In this part, readers can perceive and follow the steps of the analysis step by step and notice a salient background of the approach of analysis.
The fourth chapter of the study includes the application of the theoretical framework on the multimodal material of the second commercial in this research: Women Empowerment COVERGIRL. The display of significant results and findings is presented after the end of every analytical part of the advertisement.
The concluding part of this research includes the findings and their importance as a new and authentic contribution to the two fields of study: linguistics and media. It also reveals the essential role of commercials in enhancing viewers’ perception and life through raising their social awareness and tackling crucial social issues and attitudes like discrimination against females and double standards.