From Physical Body to Ideal Body: Discoursal Analysis of Commercial Advertisements in Metaverse with Semiotics Approach

Articles in Press

Document Type : مقالات علمی پژوهشی

Authors
S. Madadi 1
M. manavirad 2
H. Shairi 3
1 PhD Candidate in Art Research, Faculty of Art , Alzahra University,Tehran,Iran
2 Corresponding Author: Associate professor, Department of Graphic Design, Faculty of Art, Alzahra University, Tehran, Iran
3 Professor, Department of Language and literature, Faculty of Humanities Tarbiat Modares university,Tehran,Iran
Abstract
Metaverse is a space that includes the real world and virtual worlds in which people use a digital and virtual representation called an avatar to be present. Metaverse is considered as the major media of commercial advertising in the future and it will play a fundamental role in terms of audience attraction and society awareness. By adopting semiotics approach, this research analyzes the preparation of the subject and the formation of the avatar in Metaverse commercials. Ten commercial advertisements of prominent brands are chosen as statistical sample, and the virtual world of Hyundai brand on Roblox is examined as the case study because of its diverse activities. Descriptive-analytical method is carried out relying on participatory observation, in a way that the researcher experiences the field, and seeks to answer two questions: 1) What kind of discourse is applied to Subject and Object interactions? 2) What is the procedure of conversion of real body to ideal body? Results show that Subject of Metaverse should be considered as a Being-actor who continuously finds itself in a lack of meaning due to Becoming-centered situation and is called to action and achieves meaning as a result of the action. Besides, the avatar could be considered as Ideal-otherness while the dialogue between physical and virtual body is possible through the third body, which is the Imaginary body, which is the main base of sensory-perceptual receptions and leads the actions of the subject.

Keywords

Subjects

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URLs
URL1: https://www.nike.com/kids/nikeland-roblox
URL2: https://www.coca-colacompany.com/media-center/coca-cola-to-offer-first-ever-nft-collectibles
URL3: https://www.thedrum.com/creative-works/project/vmlyr-wendys-keeping-fortnite-fresh
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Language Related Research

Articles in Press, Accepted Manuscript
Available Online from 13 July 2025