Visual Semiotics: Chromatic and Visual Strategies in Moroccan 5G Campaigns (November 2025)

This study examines the iconic, chromatic, and narrative devices mobilized by Maroc Telecom, Orange Maroc, and INWI in their advertising campaigns related to the launch of 5G in Morocco in November 2025, a period converging with the UN diplomatic recognition of the Moroccan autonomy plan and the U20 national team’s world triumph. To this end, the semiological analysis focuses on three institutional posters disseminated between November and December 2025. It draws on the theoretical frameworks of Barthes (mythologies), Floch (marketing semiotics), and Pastoureau (chromatic symbolism) to decipher how each brand visually constructs a specific relationship to national sovereignty, sporting excellence, and digital modernity. As a result, Maroc Telecom deploys a strategy of total chromatic fusion, featuring Yassine Bounou in a saturated red celebration simultaneously evoking the national flag and revolutionary urgency. In contrast, Orange constructs a golden continental legitimation by mobilizing Brahim Díaz, a figure of victorious diasporic return. Meanwhile, INWI develops a contemplative cosmopolitan modernity through Achraf Hakimi, who has been transformed into a post-sporting icon contemplating the urban horizon. Finally, three technological mythologies emerge precisely when international recognition of territorial sovereignty, the golden generation’s world triumph, and preparation for continental radiance with the imminent CAN 2025 converge. Thus, each operator constructs a distinct chromatic-narrative universe that naturalizes technological innovation into national destiny.