Semiotics in Indian Advertising: A Systematic Review of Symbolism, Culture, and Consumer Response

सार

Advertising in the Indian subcontinent operates as a complex semiotic system negotiating the tension between deep-rooted traditionalism and rapid digital modernization. Adopting a systematic literature review (SLR) guided by PRISMA 2020 protocols, this study synthesizes 32 core research papers from 2004–2024. By applying the dyadic and triadic models of Saussure and Peirce alongside Barthes’ myth-making framework, the paper decodes how brands utilize religious iconography, color semiotics, and 'Hinglish' to construct 'Brand Apnapan' (belongingness). Through case analyses of brands like Tanishq and LIC, the study identifies a paradigm shift from passive mythological realism to participatory digital semiotics. The paper concludes with a proposed conceptual framework for the 'Glocal' signifier and identifies critical research gaps in AI-mediated semiotics and regional diversity.