Visualizing Water Scarcity:  A Semiotic Analysis of Social Awareness Commercials in Morocco

Author(s)	Prof. Dr. TOUFIK EL AJRAOUI
Country	Morocco
Abstract	This article is an academic reaction to the powerful domination of advertising images that aim to raise viewers’ awareness about water stress in Morocco. Specifically, they are social awareness commercials that rely on visually intensive forms of mass communication to grab their viewers’ attention to the preciousness of drinking water in daily life. These images’ importance and prominence stem from the central position they occupy in the mass communication sign system. To investigate the production of meanings on water stress from visuals using semiotics as a theoretical basis, the present paper opts for a content analysis of a set of social awareness commercial slots that are broadcast on social media platforms such as YouTube. It revolves around the commercials’ visual communication messages that the Moroccan Ministry of Equipment and Water mainly conveys through pictures and other communicative forms.
Keywords	Water stress, commercials, visual communication, semiotics, media.
Field	Sociology > Journalism / Media
Published In	Volume 8, Issue 2, March-April 2026
Published On	2026-04-08
DOI	https://doi.org/10.36948/ijfmr.2026.v08i02.73851

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