A Semiotic Analysis of Verbal Sign and Visual Sign with Denotative and Connotative Meaning in iPhone 15 Advertisements

This study aimed to investigate verbal and visual signs on video advertisement and also elaborate the denotative and connotative meaning of advertisement taken from the Apple YouTube channel. The data source were two video Apple advertisements named “Introducing iPhone 15 | WOW | Apple and Introducing iPhone 15 Pro | Apple” on Apple YouTube channel. The proses of collecting the data was conducted by observation method. Meanwhile, descriptive qualitative method was used to analyze the data of this thesis to conduct a wellorganized and clear description about the problems which is identified, by using semiotic theory proposed by Saussure (1983), theory of meaning proposed by Barthes (1988) and using the supporting theory of color terms by Cerrato (2012). The data was presented by using formal and informal method, which described the meaning of the verbal and visual signs found in the Apple advertisement. The more discovered signs are visual signs than verbal signs. This study also found that both types of meaning, denotative meaning and connotative meaning, were used in all of the data in order to convey messages regarding promoting the commercial product, Apple.