Factors Contributing to Semiotic Construction of Belief in the Insurance Advertisement 'Sak Sit Dee Krub'

Abstract

          This study aims 1) to examine the approaches used to construct semiotic meanings in the advertisement “Sacredly Good,” based on real-life events disseminated through various media channels, and 2) to investigate the connection between semiotic meanings and product advertising.

          A qualitative research approach was employed, analyzing advertisement content within the framework of semiology. The study drew on relevant documents and conducted in-depth interviews with five participants, including advertising producers and scholars specializing in marketing communication and semiotics. The qualitative analysis focused on the participants involved in production, with interview questions designed to align with the research objectives. Semiotic theory provided the framework for formulating the interview questions.

          The study revealed that the advertisement constructs semiotic meanings by employing a contrastive strategy between sacred entities and automobile insurance, using culturally familiar semiotic signs for consumers. The sacred figures were personified, engaging in dialogue and claiming moral merit, while social behavior satire and the Gender Fluid trend were employed to evoke humor and stimulate reflection. The core message was encapsulated in the phrase, “The sacred protects people, but who protects the car?” emphasizing that insurance, rather than sacred figures, safeguards the vehicle.

          The connection between semiotic meaning and product advertising demonstrates that leveraging cultural belief-related semiotics can enhance positive perception and memorability of a product. By integrating factual information about insurance coverage with personal belief contexts, the advertisement effectively promotes consumer awareness of the importance of having insurance alongside reverence for sacred entities.