VERBAL AND NON VERBAL SIGNS FOUND IN VICTORIA’S SECRET PRODUCT ADVERTISEMENTS IN YEAR 2018 - 2022

Signs are used in all advertisements. They have certain meaning regarding to the topic that being advertised. In Victoria ads, signs also used to convey the message that this brand wants to deliver to the readers. This study discusses about (1) What are the verbal and non verbal sign found in Victoria Secret advertisement, and (2) What is the meaning of verbal and non verbal sign found in Victoria Secret advertisement from www.victoriasecret.com. The analysis used the theory proposed by Saussure (1983) to analyze and described verbal and non verbal signs and to analyze the meaning of verbal and visual signs of the advertisements used theory from Barthes (1967) about the denotative and connotative meaning supported by theory of color by Wierbicka (1996). The analysis was presented in formal and informal method. The results of this study shown that there were 49 data, which are 24 verbal signs and 25 non verbal signs and for the types of meaning were found 27 connotative meaning and 22 denotative meaning. The verbal sign in this advertisement consists of the name of products, the name of the collection, also the benefit of each product. In the other hand, the non verbal signs is more dominant in this advertisement because all of the advertisements used woman as the model to explain the characteristic and the benefits of the product. The non verbal sign consists of the woman model in the advertisement, the colo