A diachronic view on meat advertising – the case of Sissi products from Caroli Foods Group

Abstract

Advertising plays a significant role in raising consumers’ awareness regarding the emergence and existence of products on the market. Meat advertising may set various reception trends nowadays due to a constant emphasis on adopting sustainable farming and consuming practices. The present study focuses on a diachronic analysis of the commercials for Sissi products from Caroli Foods Group covering the time span between 2016 and 2024. Special attention has been given to the semiotic and rhetoric elements and their fluctuations over time due to the shortening span allotted for commercials as well as to the intended effect on the prospective consumers. The conclusion is that despite the changes in the amount of information delivered by the commercials, there is a constant unwavering focus on the quality of the products which boast a very strict nutritional standard and cater for the needs of the most sophisticated consumers who may favour a certain cultural and social input.