Sémiotique et Communication : l'espace comme opérateur de transformation du sujet parlant dans le discours publicitaire, cas de La Royale Air Maroc

Abstract

This article deals with the role of space in the advertising discourse of Royal Air Maroc. By adopting subject semiotics, the study shows that space is not limited to its function as a simple setting, but becomes an active operator in the transformation of the subject's identity and emotions. The analysis reveals a tripartite narrative structure in which the subject moves from a dysphoric state of being abroad to a euphoric state of being in Morocco, with the plane as a transitional space. This spatial transfer is accompanied by a discursive transformation of the subject, from non-subject (patient) to subject (judiciary). The advertising space thus acts as a dual mediator: geographical and identity-based. The airline not only provides a physical displacement but also an existential reconfiguration in which space, by its dual transcendent and immanent nature, modulates the subject's passionate states. This research confirms that the semiotisation of space is a fundamental mechanism in the construction of advertising meaning, revealing a co-construction in which space and subject mutually define each other.