Advertising appeals to people in such a way that it affects their choices. Advertisers operate on the basis of different discourses that are both verbal and nonverbal. This article explores how contemporary discourses of advertising interpellate individuals as subjects. Furthermore, ideological work in the discourses, as Althusser has put it, are discussed on the basis of “voices” of advertisers. The theory is brought into practice in the analysis of the case studies: two of Mobitel's advertisements promoting the mobile phone. The semioticstructuralist approach is used to discuss the denotative and connotative meanings of the advertisements and to point to the ideological nature of advertising and the discourses promising new identities and desired lifestyles.
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