Fourth International Conference on Communication & Media Studies

Abstract

Till this present day, the role of advertising has remained a promotional tool for business brands with big business plans. Undoubtedly, its promotional role is of extreme importance in society. This is due to its contribution to the increased consumption of goods and services and wide arrange of awareness which has left consumers with numerous choices. Nevertheless, advertising has never stopped at shifting its frontiers to perform certain roles. It “goes beyond borders’’ to perform other roles that are deemed socially responsible in its nature. One of such social responsibilities is the resolution of conflict. A subtle role which has not been on the frontiers of academic scrutiny. It is on this ground the work moves to examine the subtle roles of advertising in resolving conflict. Employing the semiotic analytical approach, two ads aid the work to further unmask certain actions that buttress the subtle role of advertising in conflict resolution.