Semiotic Analysis In Chocolate Advertisements

Semiotics is one part of the field of linguistics, which study signs. We
often encounter signs and see them in advertisements, both in the form of
videos and posters that contain messages and information. This study which is
entitled "Semiotic Analysis in Chocolate Advertisements" aims to analyze the
verbal and visual signs contained in chocolate advertisements and the meanings
they carry in chocolate advertisements. The data used in analyzing the ad is
based on sign theory from Saussure (1983), theory of meaning from Barthes
(1977) and supporting theory from Cerrato (2012). The data were taken from
the internet. The data collection used observation method and taking note
technique. From the results of the analysis, it was found that every verbal and
visual sign has denotative and connotative meaning contained therein. Verbal
and visual signs are things that are bound to each other and are interconnected.
In the advertisement both verbal and visual signs have at least one meaning in
the form of denotative or connotative meaning which can be the main attraction
of the advertisement.