Semiotic analysis on Fast Food Restaurant advertisements

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Sofiyah, Ananda Nur (2019) Semiotic analysis on Fast Food Restaurant advertisements. Undergraduate thesis, UIN Sunan Ampel Surabaya.

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Abstract

This research discussed Semiotic analysis on fast food restaurant advertisement. The theory that was used in the paper is based on Roland Barthes’ concept. The main concept of Roland Barthes‘ theory of Semiotic was denotation, connotation and myth. The general purpose of this paper was to discuss the deep meaning that is created by the creator of the advertisement. The design of the study used descriptive qualitative approach. The researcher uses descriptive qualitative approach to concern the description and interpretation of fast food restaurant advertisement through Semiotic theory. The case of study was based on the analysis of the 20 fast food restaurant advertisements. The researcher chose 5 fast food restaurants. It is caused those fast food restaurant are the most popular in this world and everyone absolutely knows them. They are Kentucky Fried Chicken (KFC), McDonald’s, Pizza Hut, and also Subway. In analyzing the data the researcher searched the data, collected the data, analyzed and classified the data, interpreted it then drew a conclusion. The research finding indicated that each fast food restaurants has verbal and non-verbal sign that consist in the advertisements. There are 48 verbal signs and 47 Non-Verbal sign. The result of this study in the conclusion that most of the restaurants used some sign in the advertisement to attract reader attention, inform the information, persuade the reader to buy the product indirectly and also uses certain color to give psychology effect to the readers. Most restaurants use certain color as the dominant color in their advertisement because the color is an important factor to build their brand popularity. Not only that, the perception of people about fast food restaurant always as consumerism, capitalism and obese behind that the restaurant only want to show that they are only a restaurant that sold many food products.