A SEMIOTIC ANALYSIS OF FALALA CHOCOLATE’S ADVERTISEMENTS FOUND ON INSTAGRAM POSTS

This study examines the meanings conveyed in Falala Chocolate Bali advertisements through verbal and visual signs using a semiotic approach. It focuses on identifying the types of verbal and visual signs used and interpreting their meanings. The study aimed to classify and analyze these elements based on semiotic theory. A qualitative descriptive method was employed, with data collected through observation of ten advertising contents posted on the Instagram account @falalachocolatebali from 2020 to 2025. The analysis applied Saussure’s (1916) theory to examine signifiers and signifieds and Barthes’ (1977) theory to interpret denotative and connotative meanings. The findings reveal that 44 signs were identified, consisting of 21 verbal signs and 23 visual signs. The verbal signs include product names, flavor variants, ingredient information, promotional statements, and quality claims such as “pure dark chocolate” and “premium,” which directly communicate the product’s characteristics and brand positioning. The visual signs include the dominant use of dark brown and gold colors, close-up images of chocolate texture, elegant typography, and natural wooden backgrounds. Denotatively, these elements present the product, packaging, and composition. Connotatively, they construct meanings of luxury, exclusivity, craftsmanship, authenticity, and indulgence. The combination of these signs positions Falala Chocolate Bali as a premium artisanal brand and associates the product with a refined and high quality lifestyle.