Hermeneutic Approach to Advertising Discourse: Zain Ramadan 2024 Advertisement as a Case Study

Abstract

This study attempts to analyze the argumentative structure of Zain’s Ramadan 2024 advertisement (I Will Return); it explores the most significant forms of argumentation in this visual discourse, which embodies a crucial political and ideological issue, namely the Palestinian cause. The advertisement focuses on recent events in Gaza and the resulting social and political situation there and across the world. Through this campaign, Zain was able to employ all linguistic and visual argumentation techniques in their various forms, to bring the voice of this cause to the world, with its political, ideological, intellectual, and cultural dimensions. The company aims to influence both Arab and global viewers by incorporating various argumentative techniques, prompting us to analyze the argumentative structures of this advertisement in its diverse forms, and the unique argumentative features that distinguish visual discourse from written discourse.